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Deceptively un-simple Cadence change(s)

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Robert_Kelen3
Level 4

Deceptively un-simple Cadence change(s)

The client gave what seemed like simple instructions for an 8-email engagement program (16 possible emails in total, each having a re-send if no action taken):

"[8] emails delivered in sequence, once per week. If person clicks, they receive the next email the following day."

After days of puzzling over how best to implement this (including reading every variable-cadence discussion I could find, including this, this, this, this, this, and this; Josh and Edward's excellent related presentations; and Kristen's whisperer tips), I'm still at a loss.

The combination of conditional re-sends (those who don't click on 1a get 1b, etc.) and a cadence that can swing back and forth depending on actions taken has me stumped. If the community has ideas on how to achieve this, I would very much welcome any/all advice.

Thanks.

Robert

1 ACCEPTED SOLUTION

Accepted Solutions
Grégoire_Miche2
Level 10

Re: Deceptively un-simple Cadence change(s)

Hi Robert Kelen

You will need multiple smart campaigns, not an engagement program.

The trick is to start by building the SC #8, then the #7, then the #6, etc... and you will need to activate them each time to created them, in order to be able to call them from the previous one

Smart campaign #1:

  • Filter: whoever you want
  • flow
    • Send email #1
    • Wait 7 days
    • Send email:
      • Choice : if member of campaign #2 -> do nothing
      • Default: send email #1b
    • Wait 6 days
    • request campaign #2

Smart campaign #2:

  • Triggers:
    • clicks link in email #1 or #1b
    • Campaign is requested (Source is Marketo flow action)
  • Flow
    • Wait 1 day
    • Send email #2
    • Wait 7 days
    • Send email
      • Choice : if member of campaign #3 -> do nothing
      • Default: send email #2b
    • Wait 6 days
    • Request campaign #3

Smart campaign #3:

  • Triggers:
    • clicks link in email #2 or #2b
    • Campaign is requested (Source is Marketo flow action)
  • Flow
    • Wait 1 day
    • Send email #3
    • Wait 7 days
    • Send email
      • Choice : if member of campaign #4 -> do nothing
      • Default: send email #3b
    • Wait 6 days
    • Request campaign #4

Campaign #4 to #7 are similar to 2 and 3.

Smart campaign #8:

  • Triggers:
    • clicks link in email #7 or #7b
    • Campaign is requested (Source is Marketo flow action)
  • Flow
    • Wait 1 day
    • Send email #8
    • Wait 7 days
    • Send email
      • Choice : if clicked link in email #8 -> do nothing
      • Default: send email #8b

-Greg

View solution in original post

3 REPLIES 3
Grégoire_Miche2
Level 10

Re: Deceptively un-simple Cadence change(s)

Hi Robert Kelen

You will need multiple smart campaigns, not an engagement program.

The trick is to start by building the SC #8, then the #7, then the #6, etc... and you will need to activate them each time to created them, in order to be able to call them from the previous one

Smart campaign #1:

  • Filter: whoever you want
  • flow
    • Send email #1
    • Wait 7 days
    • Send email:
      • Choice : if member of campaign #2 -> do nothing
      • Default: send email #1b
    • Wait 6 days
    • request campaign #2

Smart campaign #2:

  • Triggers:
    • clicks link in email #1 or #1b
    • Campaign is requested (Source is Marketo flow action)
  • Flow
    • Wait 1 day
    • Send email #2
    • Wait 7 days
    • Send email
      • Choice : if member of campaign #3 -> do nothing
      • Default: send email #2b
    • Wait 6 days
    • Request campaign #3

Smart campaign #3:

  • Triggers:
    • clicks link in email #2 or #2b
    • Campaign is requested (Source is Marketo flow action)
  • Flow
    • Wait 1 day
    • Send email #3
    • Wait 7 days
    • Send email
      • Choice : if member of campaign #4 -> do nothing
      • Default: send email #3b
    • Wait 6 days
    • Request campaign #4

Campaign #4 to #7 are similar to 2 and 3.

Smart campaign #8:

  • Triggers:
    • clicks link in email #7 or #7b
    • Campaign is requested (Source is Marketo flow action)
  • Flow
    • Wait 1 day
    • Send email #8
    • Wait 7 days
    • Send email
      • Choice : if clicked link in email #8 -> do nothing
      • Default: send email #8b

-Greg

View solution in original post

Robert_Kelen3
Level 4

Re: Deceptively un-simple Cadence change(s)

Greg, that's brilliant. Thank you!

Since the email assets already live in a now-to-be-unused engagement campaign, I may add a flow step to each SC to move leads through 8 empty streams to make tracking easier of where people are in the process (unless that messes anything up).

Anonymous
Not applicable

Re: Deceptively un-simple Cadence change(s)

Nice solution Greg.

I think unless there is no way to get the tracking done otherwise, you should not use engagement streams only for that.

You would not get the 'engagement score' etc info there anyway.

Also, you might want to set 'lead flows to the smart campaign only once' for these smart campaigns. Otherwise, every click can result in email every time.

Rajesh