Adding the Same Email to Multiple Engagement Streams

[Anonymous]

Hello,

I'm looking for the most efficient way to add the same email (with simple variations, such as subject line) to multiple engagement programs.

Just to set this up a little better...

I have a product, with 6 different segments that we're targeting - they're different stages in their lifecycle and have their own engagement programs. The asset appeals to 3 of these segments, but the messaging needs to be slightly different for each one. Ideally, I don't want to add an email to each individual program stream in case I have to go and change them, so I'd like to keep them housed outside for easy access.

We have multiple products, so the same principle will be applied to all of them. I want to avoid having an overload of of the same email spread across multiple programs, in multiple streams.

So, what would be the most optimal what to do this? Is it best to use tokens and snippets? Global emails? A program somewhere that nests all the emails and calls them in? All of the above?

Thanks

[Anonymous]

One thing you should use is program tokens for this.  You can create program tokens to house the specific data for each segment and then populate those tokens in each program with the specific data.

[Josh_Hill13]

There could be multiple ways

• Clone each email and have to update in 6 places
• Segmentation by Product Interest
• Segmentation by Lead Stage
• Segmentation by Persona
• Segmentation by Persona+Stage or Product

I'm not sure you can entirely get away with doing less than 3 emails unless you can get your Segmentations right and use Dynamic Content. If you are good at stamping leads with this data, then you could use more lead tokens. I'm not sure Jamie's suggestion would entirely work.

Snippets could work, but why not just use Dynamic Content in its full form?

[Jasmine_Foruzan]

If you're unable to contain the email to one asset, what would be the best way to ensure individuals don't receive the same email again later on in a different stream, whether it be variation A, B, C, etc? Since the email IDs would be different for the separate versions, would you have to structure the streams differently?

[Dory_Viscoglio]

Hey Jasmine, using programs in the engagement program would be the best way to prevent this. As long as all of the send campaigns reside within a single program, membership in the program will prevent a person from receiving versions A or B if they've already received C. You just have to make sure that in addition to the smart campaign sending the email, they're also added to be a member of the program.

[Jasmine_Foruzan]

Thanks Dory! We're currently exploring using programs in our nurture streams —I wasn't sure if there was a different option, but it sounds like the best way to go for implementing exclusions.

By the way, in regards to the traditional nurture set up with emails, do you know if a lead will receive the same email again in a nurture stream if they already received the email (with same email id) in a separate email blast, prior to becoming a member of the engagement program? I'm assuming this works in the reverse, but wasn't about this particular scenario?

[Dory_Viscoglio]

If you have emails in the EP, and they've already received that same email id elsewhere, then they won't receive it again. If you're using programs, then you have to make them a member of the program in order for them to not receive it again.