How to: Send follow up on emails sent through Marketo and track those?

[Swati_Toshniwal]

Hi All

I have the below requirement but as i understand marketo doesnt support sending follow up on emails sent - how have anyone tackled this challenge?

Requirement

Once say webinar invite emails are sent via marketo, would like to be able to send a follow up on that emailer that shows as part of same thread and not a new email. The new email would be similar to way we would ideally follow up saying 'Hope you received below email - look forward to seeing you....' etc and we should be able to track the opens and clicks on that email as well. How can we do that with marketing module? Would sales module help here or say outlook plugin?

This is also needed for lead gen and demand gen - how do you guys tackle this challenge?

[Gerard_Donnell4]

Hi Swati Toshniwal​,

I'm not sure if your question is how to report on this or how to carry this out in the same program?

Take an example of an event. When someone registers you want to send them a follow up email.

In the event setup I have a registered Smart Campaign that is listening for someone filling out the form. Once they do that they enter the flow section of the smart campaign that then has a wait step. See my screen shots. I usually create a date token and target it. In the example below it is for a day before email. You can also use Date, and Duration (Days, hours) as well if you prefer.

I hope that is along the lines of what you are requesting.

[Swati_Toshniwal]

Hi Gerard

I am referring to the scenario where for the webinar, the target person has opened the email but not clicked or registered (or clicked but not registered). in that case i want to send them a follow up, giving them some more info and asking them to register, as it's no pointing sending them the same invite again. However i would want to do it on the same thread of email

[Gerard_Donnell4]

Is this maybe what you are after? You set peoples program status' and then you can trigger follow-up emails based on their status. in the example above it was setting their status to registered when they filled out the form.

Above was the second part of the program for if they had registered, below is the first part of a webinar or event program. This smart campaign sends the invite and if they do not register it sends another email after a week. You can pick the next email and put whatever content etc you like in it. Again you can see I am changing peoples status in the program which allows me to target them again at different stages.

[Lauren_Aquilino]

I've done something similar in the past where you simply develop the email to look like a forwarded email with additional notes. It would live as a separate asset altogether to use as you wish.

Lauren

[Swati_Toshniwal]

Thanks Gerard and Lauren. I have reached out to Marketo to understand their sales module as that may be able to answer my question. Thanks for your suggestions though

[Amit_Jain]

For such emails, we usually create an new email and customize the content and look and look and feel of the email to look like it's a followup of the previous email send. I don't think there is other ways to do it within Marketo. If you find something else, please let me know as well.

Regards,
Amit

[SanfordWhiteman]

Using Velocity together with a SC to maintain the person's campaign history, you can dynamically insert "Re:" in the subject line, prepend an introduction, etc. the 2nd time someone is sent an email.

Note this is just faking threading. Real threading doesn't use the Subject line, it uses the References/In-Reference-To headers, which you cannot customize in Marketo. As a result some mail clients won't see it as a thread at all.

(IMO the "fake thread" technique is really annoying and feels like those spam calls where "Jack" is "calling you back about that small business loan" but some people use it.)