Using Campaign Automation for a Promotion

This post was originally published on this site

ClickDimensions offers a wide range of features for your marketing: forms to receive information from your customers, landing pages to host content, email tracking to tell you how customers have interacted with your message and campaign automations to make the whole process flow by itself – just to name a few.

In this blog post, we will give you an example of how all these features can be used together within a campaign automation for a specific promotional campaign, a back-to-school sale.

Strategy

The first step in any successful marketing campaign is defining your strategy. Here are our goals for the campaign:

  • Let customers know we are having a back-to-school sale.
  • Gather information about the items our customers are interested in receiving promotions about in the future.
  • Disperse our limited coupons to the most engaged customers.
  • Make a second attempt to reach any customers who may miss our first message.
  • Send a reminder to our interested customers when the sale begins.
  • Improve our ability to target highly engaged customers and identify non-responsive customers for future marketing.

Campaign Configuration

Next, we need to determine how to get these goals to come together.

The first goal is pretty simple to achieve; to let customers know about the sale, we can send emails.

To gather information about customers, we can configure a form and link to it in our first email.

To encourage people to fill out the form and limit the number of customers who access our coupons, we can make the coupons gated content. This means that a customer must fill out the form in exchange for the coupon. We will host the coupon on a landing page and have the form redirect to that page when someone successfully fills it out.

The last three goals require identifying a customer’s individual interactions with our emails and form. This is where campaign automations can make your marketing campaign much easier. We can use the campaign automation to identify customers who haven’t opened the first email and send them a second one. The campaign automation can be configured to wait until the day of the sale and remind our customers via email when it begins. And it can add participants to different lists depending on their interactions over the course of the promotional campaign.

Implementation

Our participants will enter the campaign automation through an Added to List trigger as the entry point. We will run the campaign on our entire list of interested contacts and, if we have any new contacts while the promotion is going, we will be able to send them through this automation as well.

Then, we will link to our first series, where we will send the kickoff email, letting our customers know about the sale. Remember that that email contains a link to our Back to School Questionnaire form, which is the gate to the coupon.

We want to interact differently with the customers who opened the email than those who did not, so we will add an Email Interaction trigger and configure it to watch for opens.

For the people who opened the email, we will wait to see if they fill out the form. To configure this, we will add a Wait Timer in the Did Open series.

After waiting, we want to split the participants into two groups: the highly active customers who did fill out the form and the average customers who have not. A Submitted Form trigger, focused on our gated content form, will sort the highly active customers out from the moderately active ones.

The participants who did not open the first email will go down a negative path after two days, where we will send them a new email and monitor their interaction with that send.

Participants who open this email will be treated like the recipients who opened our first email, as moderately active. We will accomplish this uniform treatment by linking this positive path with the series for participants who opened the first email, but didn’t post a form.

And the participants who didn’t open either email will go through the negative path to an Inactive Customers series.

Now that we have organized our customers by interaction level, we can add a wait step and an email send in the active and moderate series to remind customers about the sale. We will have an Add to List action in the active and inactive series, which will add to respective marketing lists for those two groups.

The finished automation will look like this:

Results

When we finish our back-to-school promotion, we will have successfully shared information with all the recipients who ended in the Active and Moderate series. We will have new posted forms with information about the customer’s product interests for our future marketing campaigns. We have shared the coupons with our most active customers and compiled lists to help our marketing team identify some of our most active customers and customers who may need to be reached through another platform.

The post Using Campaign Automation for a Promotion appeared first on ClickDimensions Blog.

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