Bake Your Own - Lead Nurture
In this step by step guide, we will look at building your own Lead Nurture set of campaigns. In this particular example, we are going to look at generating an automatic email which is triggered by the contact filling in a web capture form which confirms their interest in two products ‘Gator Doc’s’ and ‘Gator Events’. After receiving this email, we can follow up with this contact with further emails which are generated based on the contact’s interaction with the first email. This allows us to create automated, highly relevant campaigns for each contact automatically.
Note: In this example, we are using a web capture form to trigger these communications, but there are many ways of adding contact to groups in this way. Manual import, advanced groups and events can all act as triggers for these types of campaigns.
The Story Line:
Our recipient fills in a web capture form on our site (which signals interest in two particular product )
Contacts who complete this web capture form are automatically added to a group
We then create an email campaign focused on these two areas. The group is attached to a refresh non-recurring campaign that will automatically push out a targeted email to our contacts.
When the recipient receives the email, they have the option to find out more for either "Gator Doc's" or "Gator Events," or even both.
Based on the action of either links being hit, we will then send a series of email communications for the topic selected: Email 1 will be "The Video", email 2 will be "Options List", and email 3 will be"Book a Demo"
Web Capture - The Trigger
In this example, we use a web capture form as the feed for our audience group. This was placed on our web site and allows contacts to drop in to the audience group when they complete the form.
There are two example above:
1. This is where you can build Web Capture forms to add to your web site. (You can also build web capture forms via landing zone pages). Please see the online help for assistance in setting up web capture forms: http://help.communigator.co.uk/m/31401/l/139486-tools-web-capture
2. How a Web Capture form can look on your site
Bake Your Own - Lead Nurture Build
With the Web Capture created and pointing to our audience group our next step is to setup the first campaign
Note: at this stage you need to have filled in the web capture form so you are the only audience member of the group. Refrain from adding the form to your website until all steps are completed!
Create The First Campaign
1. Create a new campaign.
2. Select 'Refresh Non-recurring'.
3. Select the close date and time. This is the time after which you no longer want your contacts to be added to your Lead Nurture campaign, and will stop any new contacts being added to the group and sent the email from the first campaign.
4. Select the 'Audience' tab
5. Select your Lead Nurture group, the one that is connected to your web capture form.
6. Select the 'Email' tab
7. Select & attach your email design.
8. Test the campaign as normal. Remember to check the spam score & run the Inbox checker
9. Save & initiate the first campaign
Group Build for Campaign Series
Now that you have sent the first campaign, you will need to build two groups based on the two links contained in your first email: Gator Docs and Gator Events.
1. Select 'Groups'
2. Create a new group
3. Select 'Add Rule'.
4. Select a Rule Type of 'Campaign Rule'.
5. Provide a Description.
6. Select your live campaign.
7. Ignore date range (this will limit the view on the group to activity completed in this date range).
8. Select the Action 'Web Hit'
9. Select the Action value of the url that you would like to build your group based upon, in this example we are using the Gator Doc's url of http://www.communigator.co.uk/products/gatordocs
10. Click 'Add'
11. Save & close.
Now repeat this step, but build the group based upon the other URL in your email. In this example, we are using the Gator Events URL being hit from our email.
Note: you will only be able to select the actions completed if the campaign is live, and you have clicked on the required links within the live campaign. This is why you need to be an audience member of the live campaign; otherwise, when building the groups, you will not be able to select the required actions, as they will not exist.
Building the Campaigns of the Series - Gator Docs hit!
We are now going to setup 3 campaigns with a type of 'Campaign Series' to send the following email's
Email one 'The Video' on Gator Doc's
Email two 'The Options List'
Email three 'Book a Demo'
1. Select the Action Type ‘Campaign Series.’
Note: You will notice that the audience tab is removed after selecting this action type, as the audience is applied to the campaign series. Follow-ups are also disabled.
2. Make sure your close date remains open long enough to deliver your email campaigns within the campaign series required duration.
3. Attach your email.
4. Test the campaign as normal, remembering to check the spam score & run the Inbox checker.
5. Save & initiate the campaign (no one will receive an email at this point from this campaign it’s just a required step so that the overall campaign series will work).
Note: You will need create a campaign with an action type of ‘campaign series’ for email 2 "Options List" and email 3 "Book a Demo"
Creating the Campaign Series - Gator Doc's
1. Select ‘Campaign Series.’
2. Create a new Campaign Series based on one of the links clicked via the original email campaign. For this example, we are looking at "Gator Doc's hit."
3. Select the audience group based on "Gator Doc's hit" (or your equivalent link)
4. Select Refresh Non-Recurring. This will allow you to continuously feed audience members in to the series until the end date.
5. It is possible to suppress contacts in the series, but for this example, we will leave this option unselected.
6. Set the date and time you would like the series to start from (this can be set in the future).
7. Set the end date of the series. When this date has been met, the series will no longer accept any new audience members to be added to the series, if you have selected the ‘refresh non-recurring’ campaign type.
8. Select the campaign that you would like to be added to the series. You will only be able to select from the list of campaigns that have been set with a campaign series type.
9. Select the off set type that you would like to stagger the email campaigns within the series; you can select from hours, days, weeks or months.
10. Add your campaign to the series.
11. You are able to see the order in which the series will run from here. You are also able to edit the campaigns and sequencing from this section.
12. Save & Close.
13. Now Initiate the series.
Rewind & Repeat
You will now need to repeat the last two parts of this guide:
1. Create 3x email campaigns set as campaign series type with your second link focused email in this example "Gator events hit."
2 .Create your campaign series and initiate.
At the start of this guide we looked at our contacts filling in a web capture form (remember - you need to do this first to add yourself to the audience group), this sent our contact to an audience group. This audience group was attached to our ‘refresh non-recurring’ campaign, based on the recipient’s interaction with the first campaign. We were able to split them in to two separate audience groups based on campaign conditions (remember you needed to receive the live campaign and click through on both links to be able to create the advanced audience groups).
We then needed to set up six campaigns set as a campaign series types,
3 email campaigns titled: "Gator Doc's" email 1 "The Video", email 2 "Options List", email 3 "Book a Demo"
3 email campaigns titled: "Gator Events" email 1 "The Video", email 2 "Options List", email 3 "Book a Demo"
(remember that these are just our examples).
We then applied each set of campaign series based campaign to it's own campaign series, one for each targeted link.
The last step is to add the web capture form to your website so the recipients can begin their targeted lead nurture automation journey!