Rerun same content using default/engagement program in marketo

[ashah123]

Hi Team,

We are in the process of creating a recurring campaign with the following objectives:

Identify Users: Utilize Marketo to pinpoint users who started the process but did not proceed to the next page. We aim to resend them the same email after X months if they revisit the page.

Initially, I began developing this campaign using an engagement program; however, I encountered some limitations, particularly the inability to resend the same email to the same individual through the engagement program.

If the intention was to send the email only once, the engagement program would suffice. However, since we want to implement resending, I believe a default program could be more effective. I would like to confirm this approach before I proceed with building the default program.

Our goal is to resend the email to the same individual multiple times a year after X months, provided they show interest by visiting the website again. I came across several discussions suggesting the use of a nested default program within an engagement program. Therefore, I am uncertain whether a standalone default program or a nested default program under the engagement program would be the better choice.

Note :

We have a series of seven emails that are sent three days after the recipient receives the previous email. Once they have received all the emails, they will be eligible to receive emails again.

Regards,
Akshat

[Darshil_Shah1 · Accepted solution]

First up, thank you for outlining your use case, requirements, and the exact problem you're facing. 🙂

Now, to answer your question, you've got a couple of options here:

1. Use Marketo's Engagement program with different assets for the re-send emails: I know you originally mentioned that you'd like to re-send the same email; however, with the exact same asset, you might be losing on the granular reporting data, unlike if you have a separate email asset for resending. This could be an exact clone of your original email or a slightly updated email—subject line, shorter content, etc. You'd be able to use Marketo's Engagement program in this approach, as you've got different email assets altogether. You can build a re-engage stream that has the re-engage emails and add people to it when people haven't engaged with your original email after X months.
2. Use Default program: Well, if you wish to go via route, I'd advise you to use the plain-standalone Default program and not the nested Default program in an Engagement program, as with the latter, people once members of the Default program/were sent previous content from it within the Engagement program don't get the email. Please see below points from the documentation:
   • If you’re not a member of a program, you will receive any emails that are part of the program once
   • If you’re a member of the program, you won’t receive the email
   • If you are no longer a member but received the email earlier through that program, you won’t receive the email

If you still don't want to clone out original emails for re-sending, I'd advise you to go with the Deafult program approach. 🙂

I hope this is helpful. Please let us know if you have any further questions.

[ashah123]

Thank you, Darshil, for your response.

This information is incredibly helpful.

To clarify, our objective is not to re-engage individuals who have not interacted previously. Instead, we aim to re-send a series of emails whenever someone visits our website and fills out a form but does not complete it.

For our specific use case, I believe the default program would be the most effective. This allows us to set parameters for re-visiting after a specified number of months within the smart campaign settings. However, it’s important to note that we will not receive different stream flags updated in the same way as we would with the engagement program.