About engagement program settings

Risako

Hi, I have questions about setting up Engagement program. I apologize for the number of questions, but I would greatly appreciate it if you could answer them.

1. Overlapping Deliveries and Frequency Adjustments

Question: Is it possible for emails from an engagement program and a separate email program to be sent to the same lead on the same day?
Question: If the same lead is part of multiple engagement programs, the delivery frequency could increase. For example, if we want to stick to a rule of sending emails "once every three weeks," what kind of settings or adjustments are needed to achieve this?

2. Program Management and Setup

Question: How can I appropriately perform pre-delivery testing for newly added content or transition rules in an engagement program?
Question: What are some examples of conditions to set for moving leads back to a previous stream?

3. Questions About Program Duplication

Question: When duplicating a nurturing program, are the smart campaigns within the engagement program also duplicated? If so, how can I duplicate the program while changing the program members in the duplicated version?

4. Segmentation and Personalization

Question: When personalizing based on factors like industry or job role, would it be better to separate engagement programs, or could we achieve the same result using segmentation and dynamic content within the same engagement program?

Thanks!

uditmathur

Hi @Risako ,

Question: Is it possible for emails from an engagement program and a separate email program to be sent to the same lead on the same day? YES its possible.
Question: If the same lead is part of multiple engagement programs, the delivery frequency could increase. For example, if we want to stick to a rule of sending emails "once every three weeks," what kind of settings or adjustments are needed to achieve this? You can set the stream cadence according to your requirements. Read here for more on stream cadence.
Question: How can I appropriately perform pre-delivery testing for newly added content or transition rules in an engagement program? You can "Test Stream" functionality. Details here.
Question: What are some examples of conditions to set for moving leads back to a previous stream? This depends a lot of things, but if your streams are set in a way that highly engaged leads are moved to next stream than you basic condition to move leads back should be Non-Engagement.
Question: When duplicating a nurturing program, are the smart campaigns within the engagement program also duplicated? YES
If so, how can I duplicate the program while changing the program members in the duplicated version? If you are using static list for members & your list have less then 1000 members than your list will also be cloned & you will have to manually delete old leads & import new list. If you are using a Smart List then you will have to only change the SL criteria.
Question: When personalizing based on factors like industry or job role, would it be better to separate engagement programs, or could we achieve the same result using segmentation and dynamic content within the same engagement program? If you have defined separate segments for Industry & Job role than you can do with same engagement program with Separate Streams.

Hope this Helps 😊

Risako

Hi @uditmathur

Thank you for always supporting me!

I have a few additional questions for clarification:

Question: If the same lead is part of multiple engagement programs, the delivery frequency could increase. For example, if we want to stick to a rule of sending emails "once every three weeks," what kind of settings or adjustments are needed to achieve this? You can set the stream cadence according to your requirements. Readherefor more on stream cadence.
Since cadence is primarily for controlling the delivery frequency within an engagement program, I understand that it cannot prevent overlapping delivery frequencies with other programs. To avoid overlapping deliveries from multiple programs, would manual adjustments be the only option? Alternatively, is it possible to create a separate program to manage and control these deliveries?

Question: What are some examples of conditions to set for moving leads back to a previous stream? This depends a lot of things, but if your streams are set in a way that highly engaged leads are moved to next stream than you basic condition to move leads back should be Non-Engagement.
Regarding the suggestion that the basic condition for moving leads back should be "non-engagement," does this mean, for example, setting a condition like "the lead has not viewed the pricing page even once in the past two weeks" when moving them from a Hot stream back to a Warm stream? Is this correct?

Question: When personalizing based on factors like industry or job role, would it be better to separate engagement programs, or could we achieve the same result using segmentation and dynamic content within the same engagement program? If you have defined separate segments for Industry & Job role than you can do with same engagement program with Separate Streams.
If we were to create separate streams within the same engagement program, and split the audience into two industries, would this mean creating two sets of streams for Cold, Warm, and Hot (resulting in a total of six streams within the same engagement program)? Additionally, in what scenarios would it be better to create multiple engagement programs instead of using separate streams within one program?

Michael_Florin

Since cadence is primarily for controlling the delivery frequency within an engagement program, I understand that it cannot prevent overlapping delivery frequencies with other programs. To avoid overlapping deliveries from multiple programs, would manual adjustments be the only option? Alternatively, is it possible to create a separate program to manage and control these deliveries?

Yes, the stream cadence settings in an EP are only relevant for that stream in that EP. But sure, you can create an outside program named "Traffic Cop" and manage your overlap scenarios. Main lever could be the flow step "Change Engagement Program Cadence" which know two statuses: Active and Paused. You can for instance say: If member or EP1 in Stream1, change Engagement Program Cadence in EP2 to Paused. And person is no longer in EP1 Stream1, change Cadence back to Normal.

These "Traffic Cop" programs are always necessary if the same audience qualifies for various nurtures and you don't want them to receive emails from these various nurtures at the same time.

Regarding the suggestion that the basic condition for moving leads back should be "non-engagement," does this mean, for example, setting a condition like "the lead has not viewed the pricing page even once in the past two weeks" when moving them from a Hot stream back to a Warm stream? Is this correct?

Yes, that looks correct to me.

If we were to create separate streams within the same engagement program, and split the audience into two industries, would this mean creating two sets of streams for Cold, Warm, and Hot (resulting in a total of six streams within the same engagement program)? Additionally, in what scenarios would it be better to create multiple engagement programs instead of using separate streams within one program?

I don't think there's a general answer to that question. Marketo is an empty canvas and there a lot of ways to paint on it. 🙂

But very generally speaking: Keep is as simple as you possibly can. Don't overload one EP with stuff that you can't understand anymore. You only have 20 streams available. Keep together what belongs together and tear apart what doesn't.

Six streams - as in your case - looks very manageable though, and I tend to say, leave it all in one program.

Risako

Thanks, @Michael_Florin

I completely understand!

I’ｄ like to learn more about Traffic Cop. If possible, could you recommend any helpful documents or seminar archives?

About engagement program settings