Step 3: Segment and Personalize

Congratulations!

Your website is now linked with your email marketing database / CRM of choice.

There are a limitless number of ways RightMessage can be used. From segmenting and capturing new email list subscribers to personalizing landing pages based on ad campaigns, there’s a lot you can do – and there’s no one “right” way to use RightMessage.

However, this would be a pretty crappy Quick Start guide if we didn’t prescribe (at least to start) a pretty common way of using RightMessage.

Here’s what we’re going to set up now:

  • Find out who a visitor is and what they’re looking for
  • Personalize a lead generation form using what they tell you
  • Sync all this segmentation / contact data to your contacts database
  • And then change your home page using that same data

Setting up your first CTA Funnel

If you’ve set up lead forms in the past, you’re probably used to creating a form that contains everything about what it looks like, where it shows, what it says, and what happens when someone fills it out.

RightMessage does things differently. We’ve separated what someone gets offered (i.e. the thing the form wants someone to do) with where a visitor sees that offer.

What is a CTA Funnel?

A RightMessage CTA Funnel includes a funnel builder (to determine what someone should be offered) and a list of widgets that “expose” that funnel.

Let’s look at what we’ll be building now:

(PIC: DIAGRAM OF JOURNEY ON LEFT, WIDGETS ON RIGHT)

Your first CTA Funnel is going to be a simple email newsletter opt-in – with a twist.

Because of the two-way integration we have with your email marketing database / CRM, we’ll know when a visitor on your website is already a contact. So, rather than trying to convince an email list subscriber to… join your email list again, we’re going to check if they’re a customer. If they are a customer, we’ll ask them to become an affiliate. If they aren’t, we’ll ask them to buy.

We’re going to go one step further. We’re going to ask visitors to let us know what industry they’re in and what they’re looking for from us.

Let’s get started!

First, click on “CTAs” in the navigation menu.

(PIC: CLICK ON CTAS)

Now click “Create a new CTA Funnel” and give it a name. (Visitors to your website will never see what you name it – it’s for your eyes only.)

You’ll now be in the CTA Funnel editor.

On the left, you’ll see the funnel builder. This funnel runs on every page view. The funnel is trying to find either a question or an offer to show the visitor. And if it can’t find either, the end user won’t see a RightMessage widget.

On the right, you’ll see a list of the various widgets that will display a question or offer (if one’s available.)

For example, if a visitor is looking at your pricing page they won’t see a newsletter opt-in…

(PIC: VISUAL OF OPT-IN NOT SHOW ON /PRICING)

But once they’re on another page (say, your blog) the CTA Funnel will rerun and now they’ll be shown your opt-in form…

(PIC: VISUAL OF OPT-IN SHOWING OTHERWISE)

The widgets we’ve set up for this CTA Funnel determine how the newsletter opt-in get shown. In this example, we’re showing the newsletter opt-in as an exit-intent popup and an embed added below every blog post.

Ensuring only anonymous visitors (i.e. non contacts) see your newsletter opt-in offer

The first thing we’re going to add to your new CTA Funnel is a Split by a yes/no decision.

This presents a sophisticated way to route visitors through your funnel based on pretty much anything you know about them… data you have in your ESP/CRM, the page they’re currently on, pages they have been on, and more.

Select “Subscriber” in the condition dropdown. If you’ve correctly set up the integration with your ESP/CRM, it should be right near the top.

(PIC: DROPDOWN WITH SUBSCRIBER SELECTED)

Now click “Save”.

The green box you see at the top of your funnel is a decision node. It’s checking to see if someone’s a subscriber. If they are, they go the left down the “Yes” branch. Otherwise, to the right down the “No” branch.

Let’s now create our newsletter opt-in offer. Click the pink plus icon on the “No” branch (remember: we don’t want to show this to subscribers!) and select “Pitch an offer”.

(PIC: SELECTING PITCH AN OFFER)

You’ll now see the Offer editor.

Let’s write something compelling about why someone should join your newsletter:

(PIC: NEWSLETTER OPT-IN FORM)

To set this offer up as a form, select the appropriate option in the right

Prefacing your opt-in with two segmentation questions

Personalizing your newsletter opt-in form

Asking returning subscribers to buy (or become an affiliate)

Synchronizing with your email database / CRM

Displaying a personalized lead generation form

Personalizing your home page