Transcript

In another video we looked at design techniques for creating your campaign content. In this video you’ll learn how to set that content into motion. Major topics include: Choosing users and timing, setting a goal, and best practices for sender and subject.

I’m going to start from a campaign draft. I already built the content of the email using the campaign designer, and now I’m ready to send it. Let’s start with our audience. Campaigns are sent to users. So, if I only apply account level filters to create my targets, all users (or all contacts) on these accounts will be included. Therefore, it’s common practice to include filters with user-level attributes, like key contact, to ensure you’re targeting the right audience. As a reminder, user-level attributes are purple, and these can include User Actions via usage data.

Another trick for targeting users is to create your segment in advance, and then locate the segment from this drop-down. If you add from a segment here, it'll pull in the segment filters below. Meaning, if you update the filters of that segment later, the filters already applied here won’t change–which is usually a GREAT thing, since you will want tight control audience changes, and this is the only place the campaign will look.

If you want to set your campaign filter to be dependent upon the data in a segment, then use the is in segment option.

If you happen to have a short list of recipients, although it’s not best practice, you could target by email address explicitly.

For schedule, I have 3 choices: One time will send the message once–either immediately or at a specified date and time. A use case for a one-time schedule might be an invitation to a one-off event.

Ongoing sends the message anytime a new user enters the selected segment or target criteria. A use case for an ongoing schedule might be a new user welcome email or CSAT survey.

Recurring emails are sent on a routine basis to the same users and any new users who have entered the segment or target criteria. A use case for a recurring email might be a report of monthly activity. If you have a Frequency cap set within Global Settings, it may impact whether or not a user receives an ongoing campaign when criteria is met. Frequency cap does not affect the sending of recurring campaigns. A goal helps you measure outcomes for this campaign.

In addition to typical performance metrics like deliverability, open rate, and general engagement, you can also set a success goal around driving a desired behavior. The goal can be simple–like, Did they click a specific item in the content? In this example, we applied tracking to this Call to Action button, which we can add as goal criteria by finding the “Engaged with” filter–then choosing the name of the campaign–and the name of the tracked item.

Another common goal for CSAT or NPS is to check if a value exists within the attribute that stores the survey results. Which is just another way of saying that the recipient completed the survey.

Usage data is also common to use for goal criteria. In other words, if our email encourages our customers to go check out a new feature, we could call the email a success if usage data showed that a customer did just that within a certain number of days–or even if they simply logged into our product.

Finally, let’s revisit one of the most important elements of our campaign, which is the Subject and Sender. Simply put, your email won’t be read if it isn’t opened. Subject line should grab your reader’s attention–using personalization whenever appropriate–and it should ideally be 55 characters or fewer. The From name is essential–this is the name that shows up in the recipient’s inbox AND is the email used for replies. I can specify a particular user here, or I can let Totango dynamically populate the From name based on role. So in this example, each recipient would receive an email from their own Success Manager. If you have a signature component in your email body that specifies sender's signature, it will automatically pull in the signature from the name specified here–or rely on the fallback.

As soon as I activate this campaign, it will send according to the specified schedule. I can deactivate emails with an ongoing or recurring schedule, but I cannot edit or deactivate an email that was scheduled to be sent once. If an active email has already been sent, any edits I make will apply going forward.