Set up a recurring campaign in Marketo for a use case!

[ElCucuy]

Hello folks,

We have a use case to send emails out to unresponsive leads in a particular fashion and I needed guidance in setting up a recurring campaign (if possible) in marketo.

Here is the requirement:

• Leads that open Email 1 (with subject line A) but don´t fill out the form should receive Email 2
• Leads that do not open Email 1, should receive Email 1 with subject line B within 7 days.
• Leads that open Email 2 but don´t fill out the form should receive Email 3.
• Leads that do not open Email 2, should receive Email 2 with subject line B within 7 days.
• Leads that open Email 3 but don´t fill out the form, should receive Email 3 with subject line B within 7 days (the last attempt).
• Leads that do not open Email 3, should receive Email 3 with subject line B within 7 days.
• After all this sequence, if they haven´t filled out the form, add them to the new monthly newsletter list that we will create for prospects so they can continue to be nurtured once a month.
• Please NOTE - If leads fill out the form at any point within this series, the sequence should be paused. Sales will take over the communication. If Sales is unable to get a response from them within a 60-day window, then the re-engagement campaign should resume where they left off. Meaning that if they opened email 2 and they filled out the form at that point, then when you resume it they should get the next email in the sequence – Email 3 - (they should not start with Email 1 since they already received that one).

Thanks!

[Darshil_Shah1 · Accepted solution]

This sounds like a good use case for Marketo’s Engagement Program with nested Default program. You can create content offer program level campaigns to add relevant people as members of the subsequent program so they always receive the intended content offer in each cast, (e.g., add people as members of the content offer with subject line B when they open the email but don’t fill out the email, so they would be sent email 2). I hope this helps providing some insights on how to set this up. There are a lot of questions and blog posts about Marketo’s engagement program on the community if you search for them. Let us know if you have questions.