Pre-launch campaign with varying launch dates

[Cathy_Linehan]

Hi Everyone,

Does anyone know of a best approach to building an email string leading up to a product launch date when the launch date varies by person and often changes?

For context, I work for a telecommunications company that is upgrading their network to Fiber Optic technology. The network upgrades will occur sporadically throughout 2021 and leads will be impacted at different times. Also – their “for sale” date often changes due to construction setbacks.

We’re building a trigger campaign so that leads that fill out a form on our website requesting to be contacted will be pulled into Marketo via API and will receive a series emails with the goal of keeping the lead warm and excited before Fiber is available to purchase.

Do you know of a best practice to build a campaign so that if someone who filled out the form with a launch date 8 weeks ahead would receive the first email in the cadence and someone who filled out the form with a launch date 1 week ahead would only receive the last email?

[Katja_Keesom · Accepted solution]

If you have the launch date available in Marketo as a field on the lead object you could work with that.

For each email you could set up a smart campaign with two filters looking at the launch date. That would look something like this:

1. Launch date is in future 8 weeks
2. Launch date is in future after 7 weeks

Of course you could play with the combination of filters to get the right date range for every email. If you would set that for a lead to run through only once (because otherwise they would receive it every day for a week) and set it as a daily batch to run I think that would work well.