WEBVTT 00:00.130 --> 00:05.310 This lesson I'm going to dive into the back end of convert kit to show you how I'm using analytics to 00:05.310 --> 00:07.470 improve the way that I send emails. 00:07.470 --> 00:14.280 This is so important if you can do AB testing of subject lines to see who is actually opening your e-mails 00:14.280 --> 00:20.030 what your click rates are to compare different sequences to see what types of emails do better. 00:20.220 --> 00:25.230 If you have sequences seen what your subject lines are if you can't do AB testing just to see which 00:25.230 --> 00:27.990 ones get opened versus which ones don't. 00:28.020 --> 00:33.420 It's so important to constantly be improving and that's really the only way that you can improve your 00:33.480 --> 00:37.020 emails by seeing which ones actually work or not. 00:37.080 --> 00:41.520 Luckily with most modern email marketing tools you can see all kinds of data. 00:41.520 --> 00:43.150 So let's dive into convert kit. 00:43.170 --> 00:47.490 First I want to show you how I use the AB testing for subject lines. 00:47.490 --> 00:49.970 Here are some my broadcasts emails. 00:49.980 --> 00:52.060 These are not parts of sequences. 00:52.080 --> 00:59.040 These are just emails that I send to a specific group or all of my subscribers or for example this watch 00:59.040 --> 01:01.210 my documentary on Anthony Carbajal. 01:01.320 --> 01:08.970 Email was sent to everyone who is related to video or photography on my list. 01:09.090 --> 01:17.670 So if I click to view report I can see that I had AB test results for my two titles my two titles I 01:17.670 --> 01:23.820 test were watched my documentary on Anthony Carbajal and my documentary Memory is live. 01:23.820 --> 01:25.160 Please check it out. 01:25.260 --> 01:28.450 So that open rate was very close. 01:28.470 --> 01:35.190 Forty three point eight to forty point nine but over you know over 1000 people this is going to make 01:35.190 --> 01:38.400 a difference using that action word watch. 01:38.490 --> 01:39.710 Definitely helps. 01:39.800 --> 01:44.980 Let's look at the report for seven steps to a successful filming career. 01:45.000 --> 01:46.560 This time it was a little interesting. 01:46.560 --> 01:49.150 I posed a question in the B title. 01:49.170 --> 01:55.350 What are the seven steps to start your filmmaking career or seven steps to a successful filmmaking career. 01:55.350 --> 01:57.310 The difference is quite significant. 01:57.540 --> 02:03.650 Here's an email I don't have a lesson about this in this chorus but pruning your email list is important. 02:03.660 --> 02:06.540 You want to have a super high quality email list. 02:06.660 --> 02:12.740 And for me that means that I'd rather have 2000 people on my email lists than 10000 people who aren't 02:12.750 --> 02:13.490 engaged. 02:13.620 --> 02:17.860 And so what I do is I prune my email lists every few months or so. 02:17.880 --> 02:18.810 So what I'll do. 02:18.810 --> 02:21.050 And you can easily do this with convert k is. 02:21.060 --> 02:25.820 You can send an email to anyone who hasn't opened an email in the past few months. 02:25.860 --> 02:32.880 If people don't respond to that email I'll print them off my list so I got rid of like almost 2000 people 02:33.030 --> 02:37.320 just a couple of months ago because I don't want to be paying for people on my list if they are not 02:37.320 --> 02:38.520 engaging with me. 02:38.550 --> 02:43.590 So let's look out one more Phil's income report in April 2017. 02:43.710 --> 02:47.780 So here the clear winner was Phil's income report. 02:48.150 --> 02:54.560 That includes the amount that I made in that month because people like seeing those amounts they opened 02:54.580 --> 02:57.390 rate forty four point three compared to thirty five. 02:57.480 --> 03:03.940 The click rate also much higher in that in that batch of e-mails that were sent. 03:03.960 --> 03:09.540 So it might be you know who knows why the click rate is a lot higher with that subject line. 03:09.540 --> 03:11.420 Sometimes it doesn't correlate. 03:11.490 --> 03:12.640 This time it did. 03:12.660 --> 03:15.890 So let's look at one other types of analysis that I do. 03:15.890 --> 03:19.050 So here's a brand new sequence that I started last week. 03:19.080 --> 03:19.720 I mention it. 03:19.740 --> 03:23.500 This is for a free course called Adobe in 30 minutes. 03:23.520 --> 03:30.720 I put together a free series of tutorials and over 116 people have signed up so far in the past week 03:30.720 --> 03:35.880 so that's 100 over 100 people who are brand new email subscribers. 03:35.910 --> 03:42.580 What I want to see is the amount of clicks because the email that I sent is a welcome email and I can 03:42.580 --> 03:44.290 show you the content of that email. 03:44.290 --> 03:48.150 This is just a quick welcome email to video squall line. 03:48.160 --> 03:49.120 It says here is you. 03:49.150 --> 03:52.820 Here is how you can access your free 30 minute to Tauriel. 03:52.920 --> 03:56.010 And then below I give them more resources that I provide for them. 03:56.020 --> 03:59.170 So I've broken it down into my tutorials. 03:59.170 --> 04:02.470 My membership program my resources page. 04:02.470 --> 04:07.470 These are the things that if someone's brand new video squalene line I want to let them know about them 04:07.990 --> 04:12.910 so I'm interested to see OK which of these do people click on. 04:12.940 --> 04:18.580 Do people click on the membership page that people click on the individual classes that I show down 04:18.580 --> 04:19.170 here. 04:19.180 --> 04:25.240 Does anyone click the most recommended resources because this is a brand new email that I'm sending 04:25.240 --> 04:25.390 out. 04:25.390 --> 04:31.960 I don't have that much data but if after a few weeks or even a couple of months no one has clicked on 04:31.960 --> 04:34.160 the most recommended resources page. 04:34.210 --> 04:40.420 I'm going to take that out of this email because it's not adding any value so I can already see that. 04:40.630 --> 04:47.920 I had a number of people who clicked on the individual classes so just a few right now a number of people 04:47.920 --> 04:52.290 click to access their 30 day their 30 minute tutorials. 04:52.300 --> 04:58.330 Couple of people clicked on the video on line page so I can see that a few people have clicked these 04:58.330 --> 04:59.550 individual links. 04:59.560 --> 05:05.410 That also tells me which types of classes people who sign up for my email list are most interested in 05:05.810 --> 05:06.490 it. 05:06.670 --> 05:11.050 A lot of people are clicking on the photography master class for example. 05:11.050 --> 05:16.870 After a few months of you know 50 people have clicked on that link that tells me that I should promote 05:16.870 --> 05:21.340 this class to them and what I can actually do which I'm not going to do now because it will show you 05:21.340 --> 05:28.360 their email address and that's private but I can actually click on this link and I can send emails to 05:28.360 --> 05:30.310 this group of people. 05:30.310 --> 05:35.870 So after a few months of 50 people have clicked on this link I can send them an email saying Hey I know 05:35.970 --> 05:39.070 you are interested in the photography masterclass. 05:39.070 --> 05:41.860 Check it out here do my spiel. 05:41.860 --> 05:43.420 Why people should enroll. 05:43.520 --> 05:48.760 You can even filter out people who have purchased the class already so anyone who clicked on it and 05:48.760 --> 05:50.590 purchased won't get that email. 05:50.620 --> 05:54.470 That's one type of fun all you can do in convert kit. 05:54.490 --> 06:00.490 There's all kinds of things you can do with analytics of your email sequences and your e-mails that 06:00.490 --> 06:01.480 you're sending. 06:01.480 --> 06:06.360 But it's important just to pay attention even if you don't dive too deep into the analytics. 06:06.520 --> 06:10.900 Just checking the open rates of your sequences and specific emails. 06:10.990 --> 06:18.670 So for example if I go into my podcast sequence This used to be on video squalene line and if I go into 06:18.670 --> 06:27.250 reports I can see the open rate for specific emails in that sequence and I can see OK which ones are 06:27.250 --> 06:36.610 being opened more or less which ones are people unsubscribing from most a lot of people so join lists 06:36.610 --> 06:41.000 and they subscribe on the very first e-mail and that's totally fine you're just going to get that. 06:41.030 --> 06:46.010 But if there's an e-mail that is getting a lot of unsubscribed later on maybe I need to change that 06:46.010 --> 06:46.250 up. 06:46.250 --> 06:51.640 It's not as valuable to people if there's an e-mail that doesn't have a high click rate. 06:51.650 --> 06:54.160 Why is this a 4.1 percent click rate. 06:54.200 --> 06:58.750 While this is a 25 percent click rate something that I need to look into. 06:58.760 --> 07:03.350 So these are just a few examples of how I use analytics to improve my emails. 07:03.440 --> 07:05.820 So hopefully it inspires you to do the same.