Warm Up Campaign Requirement/Solution Check Using an Engagement Program

[ashah123]

Hi Team,

We are launching a warm-up engagement program for new contacts before transitioning them to regular marketing.

We will have 3 streams: 

Stream 1 - 5 emails: New contacts receive all 5 emails. If they click any, they move to Stream 2. 

( if they open the email or no engagement then they dont move to next stream )

Stream 2 - 2 emails: Contacts receive both emails. Clicking any moves them to Stream 3.

( if they open the email or no engagement then they dont move to next stream )

Stream 3 - 1 email: Contacts receive the email regardless of engagement.

Exit criteria for regular marketing:

1. Contacts who receive all 5 emails in Stream 1 without opening will be added to our suppression list ( and will be treated as a exclusion rule and they wont receive any regular marketing emails , requiring no action as we will create a static list which will be referenced in the suppression list )

2. If a contact opens any email in Stream 1, they will be removed from the warm-up list and enter regular marketing.

My suggestion/solution : We will run a smart campaign after the fifth email to check if any were opened. If so, they will be removed from the list.

1. Contacts clicking any email in any stream will join regular marketing but will first move to the next stream. For example, clicking atleast 1 email in Stream 1 makes them move to Stream 2 and if clicked on any email of stream 2 moves them to stream 3 

My question is: how do we handle this situation? I see three outcomes: opened, not opened, or clicked. The first two can be managed as outlined in point 1 and 2 , but I’m unsure how to ensure clicked contacts are removed from the list and included in regular marketing.

My suggestion/solution : I propose the creation of two distinct smart campaigns for Stream 2 and Stream 3. The objective is to monitor whether participants complete their journey within the designated stream. Specifically, if they do not click an email from Stream 2, they will not advance to Stream 3, effectively concluding their journey at that point. Conversely, if they do click, their journey will continue to Stream 3. This necessitates the establishment of two separate smart campaigns.

By implementing this approach, we can ensure that individuals do not enter regular marketing until they have fully completed Stream 3, provided they clicked an email from Stream 2. If we were to consider a single smart campaign for both streams, it would not yield the desired outcomes.

I believe the default program may not be the ideal solution in this case. Is that correct? Without the ability to transfer them to different streams and update their status as necessary, it seems that the EP option could be more effective. Could you please confirm this?

Please let me know if you need any additional information from my end; I'm happy to share! 🙂

[ashah123]

@Darshil_Shah1

Do you have any suggestions or feedback regarding this situation?

I wanted to include you in this conversation because you provided insights during our discussions related to EP / warm up campaign suppression list

Thanks in advance 🙂

Regards,

Akshat

[uditmathur]

Hi @ashah123 ,

I am a bit confused are you planning to add only those leads who have completed the journey in all 3 streams to your marketing list 

OR

You want to add any lead who clicks any email in stream 1 to your marketing list.

[ashah123]

@uditmathur ,

There are two conditions under which we would like to reintegrate leads into our regular marketing efforts:

1. Leads who click on any email in Stream 1 will definitely be included in regular marketing. However, we would first like them to complete Streams 2 and 3. Since they have demonstrated some engagement, we want them to finish these streams before transitioning to the regular list.

   To clarify, leads showing engagement (by clicking) will move to Stream 2. If they do not engage with the emails in Stream 2, their journey will stop there, and they will transition to regular marketing. Conversely, if they engage, they will receive emails from Stream 3 and subsequently move to regular marketing.

2. Additionally, those who open at least one email in Stream 1 will also be moved to regular marketing. Since they will not transition to Stream 2, we believe that opening at least one email is a sufficient indicator for us to include them in regular marketing.

Hope this explains the situation 

Do let me know in case of anything 

Regards,

Akshat

[uditmathur]

HI @ashah123 ,

You can create 3 separate recuring batch campaign 1 each for streams2&3 and 1 for stream 1.

For Stream 1 - Use the opened email & member of Ep with constrain of exhausted content true in stream 1. This will give you the list of all leads who have opened an email in stream & have exhausted all content in that stream & add them to your marketing list

For stream 2 & 3 use member of Ep with constrain of exhausted content true. add them your marketing list.

Hope this Helps 😊

[ashah123]

Thanks @uditmathur Yes the exhausted content approach works fine , thanks for the suggestion