Best Practice Multi-Email Campaign

[Amber_Hobson]

I want to ask this again since I never got a response last time... I'm looking for some best practices to see which way it is better to do a long-term multi-email campaign.

I can either create 1 Salesforce campaign that syncs to 1 Marketo program and then set up a special channel that indicates email 1 opens/clicks to email 2 opens/clicks and so on. 

Or I can create a master campaign in Salesforce and then several child campaigns underneath for each email that we send. Then I'll have several Marketo programs throughout the time of the campaign, with each syncing to the appropriate Salesforce campaign. 

Has anyone done either? Which do you suggest? Basically, we want to be able to see the progression of opening email 1 to email 2 and so on.

[Michelle_Tizian]

Hi Amber,

I too am curious because we're doing something similar.  But what we decided to do is create the campaign in salesforce, and sync it into a particular program in Marketo.  We are setting up multiple email campaigns contained in that program and track the status in progression.  

After the first email is sent out, we're just going to send another set of emails depending on their action so that we can move them further in to the progression.  We won't be tracking the progression of opening email 1 to email 2 like you mentioned above.  We will have new leads in the same program at some point but as it was explained to me, opens email should be any. 
Clicks on form link from any email in the same program. 

[Anonymous]

Hi Amber,

Did you ever get a response to this? I'm not as concerned wth the SFDC Integration but I am looking for insite on how best to do the Multi-touch email campaigns.

[Amber_Hobson]

No, I never recieved any answers on this. What we ended up deciding is we have a tag for email blast and then one for email series. Our email series has progression steps to go from emails 1 through 6 and we left a large gap in case we decide on having more emails in the future. We basically decided that we use from from 10-20 to cover anything that happens with email 1 (so opens email 1, clicks email 1, fills out form from email 1, etc) and then 20-30 for email 2 and so on. I'm not sure if this is the best way to handle this, but so far its been working for us.