I'd appreciate some feedback on what you think the best setup would be for the following initiative.
In a nutshell, it's an outreach to all of the prospects in our database. We have 5 verticals to target, and plan on sending Content A regularly on a set cadence. Content A will be tailored to each of the 5 verticals. Initially, we set up an engagement program to do this, but quickly realized that there were other Content pieces we wanted to included in our prospects journey but at irregular intervals. These additional pieces will be based on website behavior, where the lead originated, and other custom objects.
We have 3 new content pieces, Content B, C, D we'd like to make a part of the prospect journey to goal(a purchase). Each of these would be tailored for each of the 5 verticals. Content B,C, and D will have irregular send times(won't always be triggered on an action).
I was thinking of running Content A to all prospects in an engagement stream, and then use trigger campaigns to send out the additional pieces, pausing prospects them from their stream so that email offers don't overlap and then resuming them after the send.
Another option is using batch campaigns under a default program that are set to run at a bi-weekly occurrence for Content A, and then using the triggered emails for Content B,C, and D.
The big part of this initiative is the ease of collecting data. We'd like to see, for example, how many emails it takes before a goal completion, see how many prospects move between the content, and segment out un-engaged folks for a last ditch email effort. A/B testing is also a big part of our initiative, and using the campion/challenger in the stream has been a pain to recover results.
What has everyone else's experience been with these types of campaigns? Any one work on something similar and like their results?
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