Moving to a Campaign Mindset
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In this webinar, learn how to identify opportunities for automation, and differentiate between automated campaigns and triggered mailings.
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Moving to a Campaign Mindset
- 1. Moving to a Campaign Mindset June 25, 2015 #CampaignMindset
- 2. Begin with the end in mind...where do you want to go?
- 3. One way communication “triggered” by an action
- 4. Multi directional communication strategy
- 5. Meet your road trip crew Chris Scavo Digital Marketing Strategist Vivian Swertinski Sr. Digital Marketing Strategist
- 7. Anniversary email process flow
- 9. Birthday email process flow
- 10. Donation Receipt
- 11. To be or not to be….trigger or campaign? Triggers Campaigns • Is the message initiated by activity? • Will content differ based on subscriber action? • Is there a nurture opportunity? • Is a series of emails required? Yes Yes YesNo YesNo YesNo
- 12. Website activity Constituent lifecycle Engagement opportunities Member action
- 15. Purpose • Types of campaigns • Welcome • Event • Nurture • Membership renewal • Re-engagement • Win back • Goals: Organizational and audience
- 16. Message • Content that reflects the campaign goals • Does each step “move” the subscriber along • Relevant calls to action at each step • Personalized content to drive engagement
- 17. Target Audience • Know your audience • Define the segment criteria • Understand the journey your subscribers will take
- 18. Timing • When does your audience act? • When do you need your audience to act? • Determine timing between touch points • Think about frequency • Pay attention to your marketing calendar
- 19. Test plan • Test prior to your campaign to know what works • Friendly From • Subject Lines • Day and Time • Content elements • Enhance your campaign plan • Constantly evaluate performance
- 20. Campaign Name Email 1 Email 2 Email 3 Email 4 Purpose Invitation to annual event 2nd Invitation Last Call Attendee Information Target Audience All active Members Non Openers Balance of Non Openers & Non Registrants Registered members Message Network with your peers! Same message We will miss you! See you there! Timing July 1st 2 weeks after original 2 weeks after resend 5 weeks after invite Test Plan Subject Line & Friendly From Winning Elements N/A N/A
- 21. Event Campaign
- 24. Questions? Stay in touch! experts@informz.com
Notas do Editor
- It’s finally summertime here in upstate New York and if you are like us….you may be ready for a road trip. Venturing into new territories can be exciting but also can be frustrating if you aren’t sure where you are going or how to get there. The same can be said for using new technology tools. You know it will make life easier in the end but you’re not sure how to get there. Today we are going to take you on a road trip to show you how to better engage with your audience using automated campaigns.
- I’m sure most of us are familiar with Triggered messages. Traditional triggered messages are similar to a one way road. Very useful and will get you where you need to go, but you are very limited on directions you can take.
- Automated campaigns on the other hand are more like highways. Customized for the journey you need to take with multiple on and off ramps depending on what direction you decide to take.
- Campaign or Trigger?
- Campaign or Trigger?
- What about this one?
- Is there a reason to follow up? Does a decision need to be made? Will content differ based off of subscriber action? Is this a nurture opportunity?
- What do you want to respond to? Prospects – Download, registration, event attendance Constituents – member lifecycle campaigns (welcome, nurture,
- Automation review just prior to Q&A
- Automation review just prior to Q&A
- Um, I think we should talk about testing
- Automation review just prior to Q&A
- Here we see an example of a campaign flow. This is for an upcoming event and illustrates how automated campaigns can make decisions not only based on simple email metrics, but actions taken such as visiting a specific web page or registering for an event.
- Campaign analysis. Pay attention to the overall performance.
- Using a new tool in an old way is not efficient. Will it get the job done? Probably. Campaign automation is not simply about utilizing a new tool, it is about utilizing a new mindset. Once you understand the power that automating campaigns holds, you will be amazed at how many different directions your road truly can go.