#2295 Ryan Carson: How AI does my marketing for me

**Ryan Carson** (0:00)
Why isn't every email customized for the customer, so it's completely personal? So I'm gonna share my screen and just kind of walk you through visually how this thing works.

**Andrew Warner** (0:09)
Ryan Carson is a three-time founder, and he's building Untangle, which is AI for divorce. Presented by Zapier, the AI automation company. Ryan, before you started building your own email service provider, did you even consider that you can use other people's software?

**Ryan Carson** (0:31)
You know, I've been running startups for like 25 years, right? And email drips have been just a constant part of the business, and everybody uses them. And I was setting up an email drip for Untangle, my new startup, and I thought, what am I doing? Why don't I have AI write the email drips?

**Andrew Warner** (0:52)
You mean like the series of emails?

**Ryan Carson** (0:55)
Yeah, yeah. And why isn't every email absolutely customized for the customer that so it's completely personal? Like we can do this now. And so I built a workflow and I'm very happy with it.

**Andrew Warner** (1:08)
I see. So theoretically, somebody who is going through a rough divorce might get a different message on your platform, and someone who's going through an easier one might get one that's that's softer. Someone who's been married for 10, 20 years might get one that's different from someone who's just kind of got married quickly and is trying to untangle their marriage. Got it. And you're saying, I don't want to have to write 50 different drip campaigns, but all of these different people are completely different. I think I could I could do this in AI.

**Ryan Carson** (1:36)
Exactly. Exactly.

**Andrew Warner** (1:37)
Did it work?

**Ryan Carson** (1:38)
And have every it did. So I want to I want to kind of walk your audience.

**Andrew Warner** (1:45)
Before you show me what you're doing, give me an example of like what it has been able to do for your business.

**Ryan Carson** (1:51)
Okay, so every day I have a cron job that basically looks at key marketing stats, and then it passes those stats to Opus four or five, and then it generates an email with recommendations on what is the one thing I should do to improve my marketing funnel today. So this happens in the background, right? And I read the email yesterday, and that's a whole other fun thing I could talk about is how do you automate insight every day? So I got the email and it said, Ryan, you have these five people that have clicked three different times on your email drips. You should probably do something about that. And I was like, good idea, Opus four or five. Thank you, AMP. And I basically went and said, let's build a custom email drip for those people, right? And so what it did is it collects, OK, these are the five, ten people that clicked a bunch of times. Let's put them on an automatic email drip that is completely customized to them, that's highly engaged. And like Paul Graham says, do things that don't scale, right? And so the email said very simply, hey, I noticed you've been clicking on our emails, like I'm the founder of Untangle, I'm Ryan, and I would love to meet with you or help you in any way I can.
And that email went out and immediately got a reply from one of those customers that was clicking on her emails but hadn't signed up to the free trial. And she said, I would love to meet. I was like, okay. And so I was like, do you want to meet on a video call? Do you want me to call you? Like, I'm not going to try to sell you anything. What do you want? She said, let's do a video call. And we had a video call about an hour ago. And I learned all about her situation. And in the end, she's like, I'm going to sign up for the free trial. And so she signed up. So it's like email, automation, AI, all of this is beginning to work. It was really fun. All right.

**Andrew Warner** (3:57)
Let's see how you put it together.

**Ryan Carson** (3:59)
Okay. So I'm going to share my screen and just kind of walk you through visually how this thing works. Okay. And of course, I had AMP build this for this show because I was like, I want to be able to explain this well for Andrew and his audience. So what are we talking about here? All right. We're talking about AI personalized drip emails. The idea is you have customers or leads that you want to do something.