{"id":9633,"date":"2017-10-20T13:42:59","date_gmt":"2017-10-20T20:42:59","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=7603"},"modified":"2020-06-05T18:38:25","modified_gmt":"2020-06-05T18:38:25","slug":"using-goal-based-lists-marketing-automation","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/using-goal-based-lists-marketing-automation\/","title":{"rendered":"Using Goal Based Lists For Marketing Automation"},"content":{"rendered":"<p>Marketing automation is all about organization.<\/p>\n<p>As you dive into <a href=\"https:\/\/benchmarkemail.com\/features\/marketing-automation\">Marketing Automation<\/a> with email, you will find yourself with some automations that work together and connect\u00a0with one another and some automations that work as stand-alone\u00a0or\u00a0that are parallel to the rest of your marketing efforts.<\/p>\n<p>The bottom line is that you don\u2019t want to mix things up. Keep a fluid\u00a0experience for your subscribers in mind.<\/p>\n<p>In this blog, we will give you some tips on how to properly organize your lists by\u00a0creating \u201cGoal-Based Lists\u201d and \u201cEstablished Lists\u201d to keep your automations under control and to have the ability to connect one with another.<\/p>\n<h2>Avoid Spaghetti Automation<\/h2>\n<p>We have so many channels of communication and so many layers of leads, subscribers, potentials, customers, etc. You don\u2019t want to mix things up and confuse yourself with your own automations. As I\u2019ve helped build automations for Benchmark and some of our customers, I have found two important things to keep in mind at all times:<\/p>\n<ul>\n<li>Keep your automations short and to the point<\/li>\n<\/ul>\n<ul>\n<li>Learn to connect multiple automations by moving subscribers from one list to another.<\/li>\n<\/ul>\n<p>These two tips are the starting points of email and Marketing Automation and will help you understand how to build out your automation strategy.<\/p>\n<h2>Simple Automation is in Your Lists<\/h2>\n<p>With Automation Pro, you can start an automation based on someone being added to a list.\u00a0For example, when a website visitor completes your signup form and becomes a new subscriber, they are added to your \u201cLeads List\u201d and you can trigger a welcome series automation to welcome those new subscribers.<\/p>\n<p>When organizing your subscribers, contacts, leads, etc. in your Benchmark Email account, we recommend focussing on two kinds of lists:<\/p>\n<ul>\n<li>Established Lists<\/li>\n<\/ul>\n<ul>\n<li>Goal Based Lists<\/li>\n<\/ul>\n<p>Established Lists are your main lists. These lists are the heartbeat of your email marketing efforts. Some examples of Established Lists are:<\/p>\n<ul>\n<li>Subscribers<\/li>\n<\/ul>\n<ul>\n<li>Leads<\/li>\n<\/ul>\n<ul>\n<li>Prospects<\/li>\n<\/ul>\n<ul>\n<li>Contacts\/Customers<\/li>\n<\/ul>\n<ul>\n<li>Lost Customers<\/li>\n<\/ul>\n<p>Goal-Based Lists are lists focused on subscribers achieving a goal throughout your automations. For example, if you send an email to your prospects, you may want to create two separate lists: 1) EmailNameOpens 2) EmailNameUnopens. Based on the opens and unopens of the email, both lists will automatically populate with the appropriate subscribes.<\/p>\n<p>Other examples of Goal-Based lists:<\/p>\n<ul>\n<li>HasClicked\/HasNotClicked<\/li>\n<\/ul>\n<ul>\n<li>HasVisitedWebsite\/HasNotVisitedWebsite<\/li>\n<\/ul>\n<ul>\n<li>Completed Transaction<\/li>\n<\/ul>\n<ul>\n<li>Abandoned Cart<\/li>\n<\/ul>\n<p>Goal-based lists will help you stay organized by separating your subscribers based on the actions and behaviors throughout your automations.<\/p>\n<p>Let&#8217;s take a look at a live example where we use Established Lists and Goal-Based Lists.<\/p>\n<p>Say you own a clothing store. You just got a new shipment with all of the new clothes for the upcoming season. You\u2019ll want to create a special sale focused on your old inventory to make room for your new clothes. One of the channels you may use is email! Let\u2019s see how marketing automation can help you.<\/p>\n<h2><b>Targeting the Established List<\/b><\/h2>\n<p>For this example, let\u2019s say the clothing store has an Established list called: \u201cVIP &#8211; Customers.&#8221; The people in this list are customers who have spent more than X amount of dollars with the store. They want to give these customers a priority on the sale so they target this list as the trigger to the automation.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7605\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image4.png\" alt=\"Marketing Automation - Added to List\" width=\"1999\" height=\"1151\" srcset=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image4.png 1999w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image4-470x271.png 470w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image4-768x442.png 768w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image4-970x559.png 970w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<h2><b>Sending A Promotional Email<\/b><\/h2>\n<p>Now that we have our targeted Established List, we want to send an email to promote the sale. The email will include the sale details along with a link to the online store. The next step will be to track who click on the link in the email vs. those who didn\u2019t.<\/p>\n<p>(REMINDER: Don\u2019t forget to add a delay before your condition)<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7606\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image1-1.png\" alt=\"Marketing Automation - Send Email + Delay\" width=\"1999\" height=\"1150\" srcset=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image1-1.png 1999w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image1-1-470x270.png 470w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image1-1-768x442.png 768w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image1-1-970x558.png 970w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<h2><b>Setting a Click Condition (Click vs. Did Not Click)<\/b><\/h2>\n<p>Once the email is delivered and you\u2019ve given enough time for your subscriber to engage with the email (That\u2019s why they previously mentioned delay is so important),\u00a0it&#8217;s time to check who performed the desired action: \u201cCLICK.\u201d<\/p>\n<p>When we set up this condition in Automation Pro, you will see two paths on your automation:<\/p>\n<ul>\n<li>Has Clicked<\/li>\n<\/ul>\n<ul>\n<li>Has Not Clicked<\/li>\n<\/ul>\n<p>Now, is when the Goal-Based Lists come into play for proper organization.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7607\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image5-1.png\" alt=\"Marketing Automation - Has\/Has not Clicks\" width=\"1999\" height=\"1149\" srcset=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image5-1.png 1999w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image5-1-470x270.png 470w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image5-1-768x441.png 768w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image5-1-970x558.png 970w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<h2><b>Goal-Based Lists In Action<\/b><\/h2>\n<p>From this example, we see that after the email is delivered, Automation Pro will wait 24 hours before checking to see who clicked on the email or not. Once the 24 hours us up, the condition will check for this action and will split up the people who clicked vs. the ones who didn\u2019t down their respective paths. What to do next?<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7609\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image3-2.png\" alt=\"Organized Marketing Automation\" width=\"1999\" height=\"1146\" srcset=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image3-2.png 1999w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image3-2-470x269.png 470w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image3-2-768x440.png 768w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image3-2-970x556.png 970w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\" \/><\/p>\n<p>You could continue each path on the same automation and send another email\u2026 but from experience, this can get out of hand. You may find yourself creating an automation that looks something like this:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-7608\" src=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image2-2.png\" alt=\"Spaghetti Automation\" width=\"1712\" height=\"1154\" srcset=\"https:\/\/benchmarkemail.com\/wp-content\/uploads\/2020\/01\/image2-2.png 1712w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image2-2-445x300.png 445w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image2-2-768x518.png 768w, https:\/\/benchmarkemail.com\/wp-content\/uploads\/2017\/10\/image2-2-970x654.png 970w\" sizes=\"auto, (max-width: 1712px) 100vw, 1712px\" \/>The example from above may be exaggerated, but it is a real example from a real user that decided to continue the whole sequence on one automation. Instead of creating a confusing mess, we highly recommend to end this automation after the condition by creating two Goal Based lists, one for each path (Has Clicked \/ Has Not Clicked). Name your Goal Based Lists something like this: \u201cEmailNameHasClicked\u201d &amp; EmailNameHasNotClicked.\u201d<\/p>\n<p>Doing this will allow you to then create a separate automation that is focused on each Goal Based List. This may sound like extra work at first\u2026 but trust me! It is extremely helpful to organize your automations and if you ever need to modify something in the future, you can just modify one piece of the automation instead of having to deactivate the whole thing to make a small change.<\/p>\n<h2>In Conclusion<\/h2>\n<p>Getting used to the idea of Goal-Based List will really help you stay organized. Especially as you create tons of automations that work with each other.<\/p>\n<p>Start by using Goal Based Lists in simple automations like in the example\u00a0in this blog post. As you become more familiar with your automation strategy, you\u2019ll have the practice to create mind-bending automations with simple list movements.<\/p>\n<h2>Feedback<\/h2>\n<p>We hope this blog helps you understand how to better organize your lists and subscribers for best practices related to your marketing automation.<\/p>\n<p>We came up with this list idea from helping our customers and building our own automations as well.<\/p>\n<p>Please share with us in the comments examples of how you organize your automations and lists so we can try to share these ideas with the rest of our users as well.<i> <\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing automation is all about organization. As you dive into Marketing Automation with email, you will find yourself with some automations that work together and connect\u00a0with one another and some automations that work as stand-alone\u00a0or\u00a0that are parallel to the rest of your marketing efforts. The bottom line is that you don\u2019t want to mix things&hellip;<\/p>\n","protected":false},"author":89,"featured_media":11231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_bme_ai_translator_target_languages":[],"_bme_ai_translator_force_retranslate":false,"footnotes":""},"categories":[2172],"tags":[],"class_list":["post-9633","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-practical-marketer"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Using Goal Based Lists For Marketing Automation - Benchmark Email India<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Using Goal Based Lists For Marketing Automation - Benchmark Email India\" \/>\n<meta property=\"og:description\" content=\"Marketing automation is all about organization. As you dive into Marketing Automation with email, you will find yourself with some automations that work together and connect\u00a0with one another and some automations that work as stand-alone\u00a0or\u00a0that are parallel to the rest of your marketing efforts. The bottom line is that you don\u2019t want to mix things&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.benchmarkemail.com\/in\/using-goal-based-lists-marketing-automation\/\" \/>\n<meta property=\"og:site_name\" content=\"Benchmark Email India\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-20T20:42:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-06-05T18:38:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.benchmarkemail.com\/in\/wp-content\/uploads\/sites\/11\/2020\/01\/image2-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"654\" \/>\n\t<meta property=\"og:image:height\" content=\"477\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Daniel Miller\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daniel Miller\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/using-goal-based-lists-marketing-automation\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/using-goal-based-lists-marketing-automation\\\/\"},\"author\":{\"name\":\"Daniel Miller\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#\\\/schema\\\/person\\\/801b25bf9793e4306ece801ff9cc770b\"},\"headline\":\"Using Goal Based Lists For Marketing Automation\",\"datePublished\":\"2017-10-20T20:42:59+00:00\",\"dateModified\":\"2020-06-05T18:38:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/using-goal-based-lists-marketing-automation\\\/\"},\"wordCount\":1085,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/using-goal-based-lists-marketing-automation\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/wp-content\\\/uploads\\\/sites\\\/11\\\/2020\\\/01\\\/image2-2.png\",\"articleSection\":[\"Practical Marketer\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/using-goal-based-lists-marketing-automation\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/using-goal-based-lists-marketing-automation\\\/\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/using-goal-based-lists-marketing-automation\\\/\",\"name\":\"Using Goal Based Lists For Marketing Automation - 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There his passion for entrepreneurship and business blossomed into a successful computer consulting company. This taught him important lessons from how a businesses owner may wear several hats to the importance of building trusting relationships in business and where he first discovered the power of email marketing. Upon returning stateside he put those lessons to work at Benchmark Email, where he has risen in the ranks from Sales Representative to the Director of Marketing. At Benchmark, Daniel has helped businesses from mom and pop shops and kitchen table operations to large enterprises find the best possible email marketing solutions and strategies. Daniel regularly hosts webinars and speaks at business seminars, to chambers of commerce and technology groups, associations and startups delivering how tos and presentations on How to Get the Biggest ROI with Email Marketing and the most effective ways to boost their business with email marketing.\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/in\\\/author\\\/danielmiller\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Using Goal Based Lists For Marketing Automation - Benchmark Email India","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Using Goal Based Lists For Marketing Automation - Benchmark Email India","og_description":"Marketing automation is all about organization. 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There his passion for entrepreneurship and business blossomed into a successful computer consulting company. This taught him important lessons from how a businesses owner may wear several hats to the importance of building trusting relationships in business and where he first discovered the power of email marketing. Upon returning stateside he put those lessons to work at Benchmark Email, where he has risen in the ranks from Sales Representative to the Director of Marketing. At Benchmark, Daniel has helped businesses from mom and pop shops and kitchen table operations to large enterprises find the best possible email marketing solutions and strategies. 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