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Campaign Workflow

Campaign Workflow. Target. An instance of a base object specific to a Campaign Auto generated objects when base objects are added to a campaign One base object can have only one target in a Campaign i.e. one Target record is created for a combination of base object and Campaign

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Campaign Workflow

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  1. Campaign Workflow

  2. Target • An instance of a base object specific to a Campaign • Auto generated objects when base objects are added to a campaign • One base object can have only one target in a Campaign i.e. one Target record is created for a combination of base object and Campaign • One base object can become a Target in many Campaigns (multiple Targets per base object)

  3. Campaign Workflow • Graphic representation of the stages that a target will pass through • Workflow Components: • Action Node: Rectangle • Event Node: Ellipse • Connector: Straight Line

  4. Demo • Steps to initiate campaign creation • Campaign Object

  5. Workflow Components: Events • Wait Events: Time Bound • Wait for N days • Wait till date • Recurring Wait • Non-Wait Events for Mailers: Trigger Based • No Response to Mailer • On Web Form fill • On URL Click • On Response to Mailer Send Mailer Wait till every 1st Sun of the month Wait till Mar 5 Wait for 5 days Send Mailer

  6. Workflow Components: Actions • Automatic Step • Send Mailer • Select Mailer • Select the “From” email address • Send the “To” email address

  7. Connectors • Connect two nodes in a workflow • Connectors act as conduits or pipes for Targets to flow between Nodes in the Workflow. • A condition can be specified for a Connector to filter the Targets that progress to the next Node. • Defining a condition for a Connector is not mandatory. Auto Step Has Email No email Send a Letter Send Mailer

  8. Demo • Create a campaign based on the below flow:

  9. Demo • Modify the campaign a simple campaign based on the below flow:

  10. Training Exercise • Create a Campaign to: • Segment Leads into 3 streams based on values of (Lead.Admissions.StatusLevel – Admissions) • Applicants • Withdrawn • Denied • Send a different mailer to leads of different types • For Denied: Wait for 5 days and then follow with another mailer.

  11. Managing Campaign Nodes • Node Operations • Activate/Deactivate • Join • Delete • Insert Automatic Step Make Call Send Mailer Send Letter

  12. Demo • Activating/Deactivating nodes • Join 2 nodes • Deleting nodes

  13. Training Exercise • Create a Campaign to: • Segment Leads into 3 streams based on values of (Lead.Admissions.Prospect.Referral Source) • College Fair • High School Counselor • Phone Call • Send a different mailer to leads of different types • Referral Source = Phone call gets another mailer after 3 days • Collect all the targets and send everyone a final mailer (IUAA - Join Mailer) 2 days after they click on the Join-IUAA trackable URL that is embedded in the mailer

  14. Workflow Components: Other Actions • Create Letter or Create Label • Set Sort Order • Save options: 1 file per batch or 1 file per target • Create Object • Primarily for creating custom related objects • Custom objects are auto linked to contact

  15. Workflow Components: Other Actions • Increment (+/- from a numeric property) • Decrement with a negative value • Mark Object Unavailable for Mailers • Move Targets to Campaign • Manual Task • Set property • Delete Target • Purge Target

  16. Caution! A Workflow is valid if: All actions are defined All events have been defined All connectors point to an action or event

  17. Training Exercise

  18. Workflow Etiquette The Start Event • Only an Action Node can follow the Start Connector. • You cannot delete or rename the Start Event and its Connector. • You cannot define a Filter for the Start Event's Connector. Connectors • The Connector between a Send Mailer, Send SMS, or Make Call Action, and a Non-wait Event cannot have a condition defined for it. Action Steps • Description of the Manual Action is mandatory for a Manual Task Action. • An Action Node cannot be deleted if it is placed between a Wait Event and a Non-Wait Event. This is because a Wait Event cannot precede a Non-wait Event

  19. More Workflow Etiquette Non-wait Events • A Non-wait Event can be defined only after the Make Call, Send mailer, or Send SMS Action Nodes. Wait Events • A Wait Event can be placed immediately after any Action, another Wait Event, or a Non-wait Event. Workflow • You can modify the color of the Workflow components. • You cannot move or resize Workflow components.

  20. Adding Contacts/Leads to Campaigns • Utilize a Mailing List • Schedule mailing list to add targets at specific times or at regular intervals. • Ad-hoc additions • Using filters • Using manual selection Mailing List Manual Filters Campaign

  21. Campaign Execution • Before activation: • Check mail merge preview • Recheck the campaign workflow • If time permits, reduce the delays in the campaign and test with dummy contacts • Ensure that the mailing list is picking up the intended audience only • Activate Campaign • Process all campaigns

  22. Training Exercise • Adding Mailing List: • Attach a mailing list that has been already created to the campaign. • Schedule the mailing list to run every weekday at 5am • Ad-hoc addition from lead workspace: • Search for your lead record. • Add the lead to the campaign

  23. Mailing List Behavior • ML Filter: Lead.FirstName starts with JA • Scheduled to run daily at 10am

  24. Newsletter Campaign • Send repetitive communication to same set of targets • Fixed flow. Cannot be changed. • Mailing list determines who get the news letter

  25. Managing Campaigns

  26. Campaign Dashboard • View statistics • Clear Errors • Pause/Resume sending • Delete failed/pending messages • View sent/failed/opened messages • View number of responses

  27. Tracking Open Message Rates Talisma offers two options, both of which can be enabled and attached to all outgoing mailers: • HTML Sniffer • Detects if contact’s mail client has HTML capabilities or not • Updates open rates for HTML mails • Same technical infrastructure as Track-able URL • Read Receipt • Must be configured in the business administrator • Only works with thick e-mail clients • Used for primarily tracking reads for text based e-mails

  28. Other Options • BizAdmin Campaign Options: • Do not send more than 1 mailer to base object within x days • De-dup targets to remove duplicates • Remove inactive targets • Reuse (copy) campaign components • Set reminders for deactivating Campaigns • Set user options for notifications

  29. Simple OOTB Reports • URL Clicks - Count by Campaign

  30. Simple OOTB Reports • URL Clicks - Count by Mailer

  31. Simple OOTB Reports • Mailing List Schedule Report

  32. Wrap up • Questions? • Clarifications?

  33. Thank You!

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