Marketo Emails, Automation, and Drip Campaigns

Transcription

MarketoEmails,Automation,andDripCampaignsUserGuide
EmailSetup
Email campaigns are a basic function of a marketing program. While you don’t need a lot of planning to
do a simple email campaign, several components are required:
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Email creative
Mailing list or lists
Smart Campaign to run the mailing
Listening campaigns for tracking
Best Practice: When creating assets, include in their names a unique code, such as the tracking numbers
used for campaigns in EMEA and NA, to make finding them more easily in Marketo’s search-based
menus.
Basic templates for these components are present in our program templates, so clone the one that is
appropriate to what you are promoting. For most non-event product promotions, the Website
Promotion template is the right choice. Corporate Marketing advises that the Alert or Notification
template should be used only rarely, but it may be the right choice for an operational or transactional
email to a client.
Once your new program is set up, you can create your new components from scratch or clone them
from another program. Refer to Corporate Marketing guidelines for naming, and be sure to use one of
the official SCORE names listed here:
https://info.mercer.com/Marketo_Score.html
All Information Solutions campaigns will fall within one of the Talent categories. You can score for two
or more categories by listening them all, separated by a space, at the start of your program name. For
example:
Talent_Mobility Talent_Leadership Webcast 2014 11 Leadership and Global Mobility ANZ
Guide to Marketo for Information Solutions
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EmailCreatives
You can use Marketo’s email editor to create emails, or you can make them externally with an HTML
editor. Some may prefer to author externally in order to have a backup and a file that can be repurposed
as an OFT for personal use by consulting staff, while others may prefer the simplicity of using Marketo’s
WYSIWYG editor. Depending how you make them, your editing options will differ.
Cloning may be the simplest option for most uses. The source email will likely contain all the pieces you
need. Mercer Corporate Marketing has numerous email templates with required footer info for legal
compliances. Some emails use “Snippets” to divide an email creative into various editable chunks for the
header, body, and footer. Other emails have all components in a single HTML block.
To start from scratch, right-click anywhere in your program and select New Local Asset from the menu.
From here, choose Email.
Name your new email. Remember to make it specific! You can rename your email later, if need be.
Choose the Template option Blanks (IPS) for a completely blank template. To enable other templates to
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be appear here, you must build them first in the Design space. Note that when building from scratch,
you must include a standard Mercer email footer with an opt-out link for legal compliance.
Click the Operational Email box for a transactional mailing. Transactional mailings, pertaining to the
delivery of a paid service or product, are the only acceptable use of this function.
Pictured below is the email editor. Most fields are self-explanatory. Unlike ExactTarget, you can specify
the sender and reply email addresses and names at setup, and they will not change unless you change
them. You can use an acceptable mercer.com address, as long as you have permission to do so.
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You can also use variables for the sender and reply info (and also the subject line) by dragging the Token
icon over them and selecting one of the fields from the list. For mail merges with variable sender info,
use these field variables:
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{{lead.Custom-FromSenderName}}
{{lead.Custom-FromEmailAddress}}
{{lead.Custom-ReplyEmailAddress}}
Remember to provide valid default values for these in the event the corresponding value in the
database is absent. Also, you will need to include these fields in the CSV spreadsheet you will upload
with your mailing list.
To edit the body of the email, mouse over the top of the body area until the outline appears. Click to
reveal the gear widget on the right side, then click it to open the editor. (You can also click the
edit_text_1 in the sidebar to access it, in this template. If using another template, additional content
areas may be listed in this sidebar.)
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This opens the email editor dialog window.
You can edit directly in this window, but in most cases when using this method, you will want to click the
HTML button so that you can insert the code you have prepared in an external editor. After you have
insert the HTML, you can make simple text edits, if needed, in the WYSIWYG editor.
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Although not widely needed anymore, it is advisable to create a text-only version. To do that, simply
click the Copy from HTML button and edit. Save your changes to close this window.
Use the Email Actions menu > Send Sample Email to send a test to yourself or other reviewers.
Lists
You can send a mailing to one or more static lists or to a dynamic Smart List. To create a new static list,
right-click on your program to select New Local Asset, then List. Name your new list. Remember to
include your unique project code to make finding it easier later!
Separately, in Excel, prepare your list for upload. At minimum you must have an email address column.
Generally, your upload will go fastest if you delete everything but the email column, but you can retain
some for use in mail merges. There are numerous fields in Marketo with similar names, but the safe
ones to use for merges (the ones that won’t be overwritten by automatic synchronization with
MercerForce) are:
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First Name-Local Language
Last Name-Local Language
Custom-FromSenderName
Note that we are blocked from uploading the First, Last, and Company fields to Marketo, so do not rely
on those for mail merges.
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Your list must be save as CSV for upload to Marketo. When ready, use the List Actions menu to upload
the list.
You will see a series of dialogs during the upload process. Select as appropriate for your mailing.
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Note: If your List Name isn’t automatically populated in Step 3, your sender rights may not permit you to
upload the lists. These must be enabled by Rod Wiberg or Cynthia Chang.
The upload process can take up to several minutes if the list is very large.
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ListeningCampaigns
Listening Campaigns are a kind of Smart Campaign for tracking email opens, clicks, and unsubscribes.
These must be configured and activated prior to sending an email, or not stats will be gathered. While
this is a hassle, if done correctly these campaigns can apply to any email within the same program, so
you may need do it only once for multiple email campaigns.
Select one of the Listening Campaigns built into the template and then click the Smart List Tab. In the
Opens Email trigger box, change “is” to “contains” and then select only the program name, not your
specific email name. This will make the listening campaign track any email you create within this
program. In our example, the trigger dialog looks like this:
Continue on the Flow tab. Generally you will not need to alter anything here, and it will look like this:
Finally, click the Schedule tab and select the Activate button to turn on the listening campaign.
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Repeat this process for other two listening campaign components. The lightbulb icons will appear lit
when all are properly activated. In this illustration, only the Listen for opens campaign is activated:
SmartCampaign
There is at least one Smart Campaign in every new program cloned from a template, usually named “1.
Send email”. It is a good idea to change this to something more specific. To do that, select the Smart
Campaign and select its name in the main window on the right, then type the new name and save.
Use the Smart List tab to select the mailing list or list. This is where having a unique code in your list
name helps! It can narrow the menu from thousands of choices to one.
Use the green + button to add more than one list. If you have a list to exclude, drag another Member of
List filter from the list on the right and change “in” to “not in”. When using exclusion lists, the default
choice to use ALL filters must be selected. If you change this to ANY, you will instead send to the people
you want to exclude.
Use the Flow tab to select your email. Again, having a unique name for you email asset helps. Also, the
email must be approved to appear in this list. It should not be necessary to change any setting in Flow
step 2.
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Advance to the Schedule tab and select Run Once to send immediately or set a future time for the
campaign to run.
Results
After a campaign runs, you can a snapshot of the stats by selecting the Smart Campaign icon, then the
Email tab on the right. These stats can also be accessed from the Analytics section, for those who have
access only to that area.
If you want to look at specifics results, such as who were the people who clicked a link on the email,
create a Smart List. The setup for that is as simple as this:
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An advantage of the Smart List is that you can use it later for a follow-up mailing to just those recipients.
You can also make it part of an automated program, as we will discuss later.
TipsforRestrictingtheNumberofEmailsSomeoneReceives
Marketo’s tools can help you prevent multiple mailings to an individual in a limited time period. For
example, some of our survey participants may receive multiple updates because they contribute to
more than one survey. You can use exclusion filters and lead flow restrictions to prevent this.
Simple Suppression
To perform a suppression, go to the Smart List tab of your smart campaign. Drag another ‘member of
list’ tab into the workspace, mark the lead as ‘not in’ and select your suppression list.
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Filters
A notable section is the filters tab, which allows further options. You can choose for all of the
requirements be met, any of them be met, or a combination of the two. In the image below, the ALL
option is selected, thus all the requirements must be met. Leads that are in the first tab and are not in
the second will receive the email.
If the ANY tab would be selected, leads that are in the first tab, or not in the second, would be sent the
email. In the example below, it would be a poor idea to choose OR with a ‘lead not in’ tab. It would more
appropriately be used with ‘lead in’ tabs.
A combination of the two filters can be used by clicking the advanced options and putting like tabs in
parenthesis.
Ex: (1 and 2 and 3) or 4
(1 and 2) or (3 and 4)
If there is a red bar underneath the equation, it will not function correctly.
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Delayed suppression
To hedge against clients receiving multiple emails in a certain timeframe, suppress against the other
campaign(s) as shown above and send. Afterwards, delete the suppression tab, then reschedule for a
later date of your choosing. The caveat is that the ‘Smart List Settings’ on the schedule page MUST be
set to the default ‘Each lead can run through the flow once’. This allows those addresses suppressed
from receiving the email to pass through, while those who have received the email will not receive a
duplicate email.
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Planning
For more involved campaigns, featuring multiple mailings, lists, forms, and automation, it is essential to
have an overview of the steps in a marketing campaign in order for it to be fully automated. You do not
need finished materials for each step, but you do need to know, at the start:
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The event that triggers the program steps (e.g., filling out a form)
What the following steps will be (e.g., the number of follow-up mailings)
When each of this steps should occur (relative to the triggering event)
What supporting assets will be required and when they need to be ready (e.g., landing pages)
Example: If you wish to have a campaign that starts when someone fills out a contact form and consists
of a sequence of four follow-up emails, you need a Smart Campaign for each of the four follow-up
mailings. Each of these Smart Campaigns must be activated at the time your campaign launches.
Important: The Smart Campaigns that control each step in the process must be configured and activated
prior to the initial event that triggers the sequence of follow-up action. You can configure them with
unfinished creative assets and Smart List and flow parameters and update these later, but you must
activate the Smart Campaign itself prior to your program launch.
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Below is a diagram that illustrates an elaborate program to acquire leads and narrow them down. Your
program need not follow this example, but it may give you an idea of all the steps to consider when
planning how yours will work.
DripCampaignSetup
The most common trigger for an automated campaign is filling out a form. Your promotional campaign
may also include steps prior to this trigger, such as an online ad campaign or an email to a large number
of known prospects.
When a lead volunteers information on a form, it indicates engagement and a willingness to receive
communications from us (in some locations, such as Canada, explicit email opt in is also required).
Therefore we will use a form as the triggering action in the following examples.
A form can be as simple as a contact form, such as sign up for a mailing list, or it might be used as
gateway to gather lead information before granting access to something, such as free report. What the
form leads to may be specified with the form element or landing page element.
In the below sample, we have set up a form and a landing page, which displays the form element plus
explanatory text and branding. You can use a Marketo landing page to host the form, or you can embed
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it in a mercer.com page or an HTML page but not, at present, on an imercer.com content page. At the
end of this document are more details on forms and landing pages in Marketo.
You will need to configure and activate a listening campaign (a kind of Smart Campaign) to monitor the
form’s activity. Here is a basic Smart List setup for a form listening campaign, using the trigger “Fills Out
Form”:
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In the Flow step, you specify what actions the form will trigger. You could make that an automated
thank-you email for filling out the form, or it could apply lead scoring, or it could add the contact to a
list, or do multiple things.
Finally, activate the listening campaign in the Schedule step.
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With the form’s listening campaign activated, you can now use form activity for your automated followup steps. In this example, we will have four Smart Campaigns.
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Step 1: sends email as soon as form completed.
Step 2: sends email a week later, during the business week.
Step 3: sends email two weeks after filling out the form, during the business week.
Step 4: sends final email, three weeks after filling out the form, during the business week.
Remember, all assets used in a Smart Campaign must be approved, so you need emails for each in order
to activate them. You can use a draft or placeholder email if everything is not ready at launch time and
change it later, but remember that the Smart Campaigns for each step must be activated prior to the
first time someone fills out the form. Here is Step 1:
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For step 2, you would follow the same setup as step 1, but add a Wait Step in the Flow to force a delay
of one week. You can add a constraint to force the mailing to occur during the business week or other
restriction, using the Duration widget. Note the day-of-the-week constraints will be relative to the US
Eastern Time Zone, or GMT-5 or -4, depending on the season.
Repeat for step 3:
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And again for step 4:
When step 4 is activated, your entire automated drip campaign will be working and ready to process
leads. The campaigns will remain active until you deactivate them.
OtherAutomationTactics
You may wish to narrow the field of leads down to the ones who seem most interested. Instead of
having all steps based on just filling out a form, you might make a step dependent on how the lead
responded to the prior step. For example, let’s say email 1 happens to everyone who fills out the form.
You could limit step 2 only to those who clicked an important link in email 1. To add that condition to
the Smart Campaign for step 2, use the Clicks Link in Email filter and use the Add Constraint widget to
specify which link.
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You could modify this for later steps to narrow the leads down the most interested. The behavioral
scores for these leads should reflect that engagement by being higher than the unengaged leads.
SendingAlerts
You can also send internal alerts in Marketo when a lead does something (again, usually filling out a
form). These alerts can incorporate any lead info gathered from your form. Use the token widget in the
email composer to add those data fields from the form to the alert.
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Most of the program templates include a folder called Send alerts, with a Smart Campaign called Send
alert to CTP. This campaign uses by default the trigger for Program Status is Changed. For this to work,
the form you use to trigger automation must have a Flow step that changes the program status to
correspond to this alert’s trigger. If your form doesn’t have that step, either add it, or substitute the Fills
Out Form trigger here and delete the Program Status is Changed filter.
The Flow step is where you set up the internal email. Specify your alert email template, and add your
recipient email addresses to the To Other Emails field. Separate multiple addressees with a comma and
space. Activate your alert campaign to finish the setup.
Note: By request of Corporate Marketing, leave the Send To field to None.
CompilingtheDataYouGather
To keep track of everyone who fills out the form in this sample, you can either create a static list to store
them or create a Smart List, which would let you apply additional filters, or both.
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To use a static list, create the list, and then add the Add to List step to the flow of your form’s listening
campaign.
Marketo retains form activity indefinitely, but using the Add to List step will provide you a more or less
permanent record of activity. (If you use this method to track web page visits, it will also record
anonymous leads.)
For a more dynamic way to work with the lead info you have gathered, create a new Smart List that uses
completing the form as a condition. By default Marketo constrains the list to 30 days prior, but you can
change this time period or delete the constraint.
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You can add other filters to this Smart List. For example, you may wish to filter out any competitors or
internal staff who have completed the form.
Tip: Use the green + button to add multiple conditions in the same filter.
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AlternativeInternalSendAlert
In the event a large amount of responses are expected, the individual alerts can be consolidated to one
subscription that has a campaign overview.
Another use for this would be broadly monitoring multiple campaigns including leads or landing pages.
Go to the Analytics section
Create a report. Note that there are different attributes depending on which folder you create a new
campaign from. For example, the reports within the landing page folder have attributes pertinent to
landing pages, the lead folder for leads, etc.
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Select the campaign(s) campaign to monitor and the timeframe for the data. Narrowing down the
results further can be done in the Smart List tab similar to the smart list setting up an email.
Schedule your subscription in the Subscription tab. You can choose the addresses and interval.
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Finally, verify the report data is what you wish to receive at the report section.
Email example:
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IntegratedExample
Once you understand the basics, you can see the potential for building programs with several integrated
components with a consistent user experience.
LandingPage
This program used a targeted online ad campaign to draw leads to a landing page created in Ion. This
landing page in turn directed leads to a Marketo page with a form that delivered the free download and
also triggered an email with additional information. You could also use imercer or marketo to host the
landing page.
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MarketoLandingPagewithForm
In this example, we have a Marketo Landing Page with an embedded form. Building a basic landing page
in Marketo is easy, but it may take some practice to master the formatting tools. You can also embed a
form in a mercer.com page or any HTML page, but at present embedding Marketo forms in an
imercer.com ASP content page is not supported.
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MarketoTriggeredEmail
This email corresponding to the above landing page and form is triggered at the time a lead fills out the
form. It duplicates the link to the free download and also serves as an easy reference, in case the lead
decides to act on the promotion later.
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MoreonForms,Alerts,andAnalytics
There are two form options in Marketo that Mercer uses. The newer option, called Forms 2.0, is the
default and is better for almost every use. Tip: If you need to gather country info, use the field called
Country (C) in the form builder. It includes a pre-populated list of every country and will not conflict with
the country data stored for some contacts in MercerForce.
This form builder is also where you can specify what the form does (this can also be determined, or
superceded, by instructions in a Marketo landing page the form is embedded in). If you want to ask
questions on this form that are not among the standard contact data fields, you may need to request an
additional contact field be added to the database. Contact Cynthia Chang to arrange this.
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Here is a Marketo form placed, with its embed code, in an HTML file and hosted on imercer.com. You
can get this code in the form builder. If you want to use this option, the action done by the submit
button must be defined in the form builder.
Some Marketo users are limited to the Analytics section. This internal alert directs them to page in
Analytics with a relevant report. For more on this feature, contact Ryan Kuhl.
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QuestionsandSupport
Contact either Tom Wallace (william.wallace@mercer.com) or Ryan Kuhl (ryan.kuhl@mercer.com) for
assistance on program features and setup.
For user access or feature access, contact Cynthia Chang (cynthia.chang@mercer.com) or Rod Wiberg
(rod.wiberg@mercer.com).
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Marketo Emails, Automation, and Drip Campaigns

Transcription

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