The First Email is an action that will conditionally send the first email to a user after a subscription of any type based on their form interaction. The First Email sent to a user will be determined based on the nature of their subscription - are they a subscriber, phone contact, or calendar booking? A single email may be used for forms but this is discouraged because it will impact your conversions.
A marketing funnel (as opposed to the static sales funnel you're more familiar with) starts when you first come in contact with a user, and the subscription form is the 'top of funnel' conversion before the user is filtered into an appropriate funnel experience. The way in which we operate a funnel is fundamentally different to others (because it converts far higher), and the theory is detailed in our blog, all of which is largely irrelevant for the purpose of this FAQ. Needless to say, relevance and the attention of your user is a key funnel commodity, and we achieve this through relevance-based escalation, and the first email is a next step in a digital discussion. In other words, and if we think of the funnel as a digital conversation, the first email is entirely relevant messaging that supports our big-picture escalation of commitment ideology. We need to segregate audiences and communicate with them based on 'next step' expectations.
Why Use a First Email Profile with each Form?
In the case of most email experiences you're exposed to, a user will be assigned to a generic email list once the user subscribes via a form, and an autoresponder (education follow-up) program will follow. This experience ignores the requirement to provide funnel relevance, and it treats each user in the same way. For example, we will treat basic email subscribers and calendar booking clients very differently, and the funnel should cater for this condition.
The first two emails are associated with a form, and the user is then handed off to a more 'generic' email education experience. It is expected that the first two emails will provide alternate email pathways based on optional link triggers.
The experience we've just described is one that has a significant impact on early funnel engagement.
Subscription Conditions
Subscription conditions are as follows:
- Standard Subscriber
- Phone number provided
- Calendar booking
We will be required to associate a single email to each of these conditions for any single form. Early on, and before your marketing matures, you may define a single email for all conditions, particularly if the form is based on a download (lead magnet) or offer of some type.
The first email for the phone and/or calendar booking should include placeholders for the booking date and time (if applicable), and you should also include the supplied phone number. If a user does not commit to a conversation in their first interaction, you may use this email to escalate their commitment (hopefully the conditional second-page escalation has already applied the necessary incentive).
Locating the Formly Email Panel
The Formly email panel may be located by navigating to 'FORMS' via the primary website menu and selecting 'Lead Forms', and then 'Email'.
Pictured: The Formly email panel may be located by navigating to 'FORMS' via the primary website menu and selecting 'Lead Forms', and then 'Email'.
Selecting Email returns the email templates page.
Pictured: Selecting Email returns the email templates page. A similar panel is used to create the emails for each subscription type.
Icons in the primary menu will provide access to the subscription type email templates.
Pictured: Icons in the primary menu will provide access to the subscription type email templates. The highlighted icon shows the selected page.
While emails may be recycled over and over, it is usually appropriate to create a new email for each form (assuming each form has a different objective).
A large number placeholders are available to create dynamic text (includes names, booking dates and times, phone numbers etc).
Creating a Conditional Email Profile
Once you have created the three emails associated with a form, you should defined an 'Email Profile'. The assignment panel is found on the 'First' panel.
Pictured: Once you have created the three emails associated with a form, you should defined an 'Email Profile'. The assignment panel is found on the 'First' panel.
A name and description should be created for your reference in Yabber and Elementor.
You may define the first email by sourcing the email content from one of three sources:
- A Default Email (Discussed Shortly)
- Email Templates (Sourced from any email created as an 'Admin Email').
- Conditional Emails.
It's the conditional emails that are most commonly used, and the emails referenced in the profile are sourced from those detailed above. To select Conditional Emails, select the 'Use Conditional Emails' from the select menu, and then define the individual emails for our three subscription conditions.
Pictured: To select Conditional Emails, select the 'Use Conditional Emails' from the select menu, and then define the individual emails for our three subscription conditions.
Once a First Email Profile is defined, it may be applied when creating the subscription form.
The Second Email
The second email is also applied on case-by-case basis, and this email is more often recycled than conditional emails. The purpose of the second email is to reinforce the first email and set the tone for the education emails that follow. The email may include a means to further segregate audiences and reassign the user to alternate and more specific mailing lists.
Pictured: The purpose of the second email is to reinforce the first email and set the tone for the education emails that follow. The email may include a means to further segregate audiences and reassign the user to alternate and more specific mailing lists.
The Second Email is defined like any other email template. Select 'Second' from the email panel and populate the email content 
as required. The second email is then assigned to a form during form creation .
The Default Email
The 'Default Email' may be created for those cases where no other email exists. While the default email may be used for all forms of all types under all conditions, the method is obviously highly discouraged. The Default option is access via the 'Default' option within the 'Email' panel. Select your website, assign an email from any type and source, and save.
Pictured: The 'Default Email' may be created for those cases where no other email exists. While the default email may be used for all forms of all types under all conditions, the method is obviously highly discouraged. The Default option is access via the 'Default' option within the 'Email' panel. Select your website, assign an email from any type and source, and save.
Use Conditional Emails
While generic and 'boring' experiences are availed to you, we'd discourage their use. While conditional emails might seem an insignificant inclusion in your top-of-funnel subscription, the impact it has, and the persuasive nature of the experience, is significant. While your competitors are using a linear form, the 'gamified' conditional experience (coupled with the second page redirect) is designed with relevance as a priority and will capture the attention of your user and assign authority to your experience. You will stand out.
Remember, what we've described is just the first and second email. There's a large amount of automation that will follow (such as email autoresponders and text messages), and your website funnel plays an essential ongoing part in the overarching escalation of commitment ideology.
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