Engagement Nurtures

Drive users to engage with the platform in a meaningful way via email marketing.

We are sending emails to drive users to do 3 actions: Action 1, Action 2, and Action 3. If a person has already done one of the above they are excluded from the email that is driving that action.

We connected the product usage data and listen for actions either to exclude people from getting an email they already took action on or to confirm the email drove the action. This is how Marketo excels. You can know how well your are doing in marketing by just looking at the Program Success report. Email's opens and clicks are not as important as directly knowing if we market to someone with a message to "Do Action 1" and they do that after opening an email we sent. Then we truly know our message is connecting. And if it's not, instead of trying to focus on email opens and clicks you focus on messaging to improve in product activity, which is more important.

Program setup: Channels

Program Setup:

Members by Program Status:
- Exlcuded - used to exclude people from email and skip to the next email in the cast
- Delivered
- Clicked

Program Setup:

Members by Program Status:
- Exlcuded - used to exclude people from email and skip to the next email in the cast
- Delivered
- Clicked
- Product Use - used to determine a person took an action in the product, i.e Action 1, Action 2...

BASE statuses for email programs

Excluded
Delivered
Clicked (Success)
Form Submitted (Success)
Product Use (Success)
Trial Activated (Success)
Purchase (Success)

Base Statuses for Webinar Programs:

Excluded
Invited
Registered
No Show
Attended (Success)
Attended On-Demand (Success)
Hot Lead (Success)

Email

Excluded
*Delivered
Clicked (Success)

Email with Product Use

Excluded
Delivered
Clicked
Product Use (Success)

Program setup: Smart campaigns

Exclude and Success

000 - Exclude - if Action 1 accomplished

Exclusion setup - if you are excluded from the email and in the nurture you will skip this email and receive the next email on the next cast. If this isn't setup then you'll skip this email and won't be sent an email until the next email which would make it two weeks between emails instead of 7 days.

040 - Product Use (success)

Listening for product use during the 7 days before the next email. Trying to correlate product user action which the email is prompting them for and opened or clicked email. With this in place we are looking to determine which program drives the best outcomes.

Program Organization: Folder structure

The overall structure of the Nurture starts with Traffic Director.

From there we separate the nurtures into cohorts due to different messaging and success measurements.

The Traffic Director houses the Intake of new people, Wait Step processing, and some lists for person count purposes

The Traffic director Smart Campaigns intakes new leads and then uses Cascading Logic to process the person.

000 - Intakes all people who are Opted In
001 - is to make sure all people are accounted for properly
010 - Cohort 01 process emails welcome email and add to nurture
020 - Split Cohort 02 and 03
021 - Cohort 02 process emails welcome email and add to nurture
022 - Cohort 03 process emails welcome email and add to nurture
023 - Smart List of people who don't qualify for the nurture as they have done all the actions the nurture will guide them to do. They are not moved to nurture.

Wait steps

pause/unpause persons in the in Nurture to send the message one week from the last

Because people come into the program daily and the nurture deploys emails M-F. This pausing action is a method to space email deployments over time. It is referenced in the Email program send campaign flow step.

Static Lists

Only being used for quick reference during the initial launch phase to tally those who are being added but not progressing to the nurture. As well as a list in the event the data is corrupt and people come in and don't meet our 3 high level filters: Cohort 1, Cohort 2, or Cohort 3

Cohort 01 and Email Programs

The Traffic Director pushes people into the Nurture and the Nurture uses the emails in the Programs

Cohort 01 Nurture Setup

000 - for one email we want to pause the person until they accomplish Action 1
001 - Once Action 1 is greater than 0, we unpause the person so they get the next email
020 - Move to Success - move to Success stream if they accomplish the 3 tasks
030 - Move to exit if they have exhausted the emails and not accomplished the 3 tasks
Program Performance - Report of overall success of nurturing people

Traffic Director Smart Campaign Setups

000 - Process intake - Optin Product True - Past 5 Days

Smart list: Looks for people recently created and opted in.

Flow step:

Change Member of program to Member
Sort the cohort and send them to another smart campaign. Else send to the Leak Testing Campaign if they do not meet the criteria

001 - Leak Testing

Campaign is requested
Flow Step adds to list and also sends an alert email to notify me of data corruption

010 - Processing and Welcome Email - Cohort 01 (campaign requested)

Campaign is requested
Send Welcome Email #1
Wait 2 days this will be updated to be after adding to engagement so update slide
Add to Engagement Nurture
Finish process by updating Status: Processed

Processed status keeps track of how many people are currently running through the system and how many are done.

020 - Split -Cohort 02 and 03 (campaign requested)

Split the cohorts into two: Cohort 02 and Cohort 03

021 - Processing and Welcome Email - Cohort 02 (campaign requested)

Request Campaign: send email 1 from within it's own program
add to nurture: cohort 02
add to list: who goes to nurture and who didn't
Pause the people we just added to the nurture so they get the email #2 2 days after the welcome email
2 day wait step
Set the people in the nurture to Normal to resume email sends
update status to Processed to show members who finished

022 - Processing and Welcome Email - Cohort 03 (campaign requested)

Request Campaign: send email 1 from within it's own program
add to nurture: cohort 03
add to list: who goes to nurture and who didn't
Pause the people we just added to the nurture so they get the email #2 2 days after the welcome email
2 day wait step
Set the people in the nurture to Normal to resume email sends
update status to Processed to show members who finished

023 - Cohort 02 or 03 - Success

Smart list to exclude this cohort from advancing to the Nurtures as they've already accomplished what the nurture is created for.

Wait Step setup

Wait Step - 6 days - Cohort 01

Smart list: campaign is requested by the email send program

Flow Steps

Pause person in engagement nurture
Wait period: 6 days
Change status to Normal to resume Engagement Nurture Casts

Engagement Nurture setup

Conversion Nurture - Cohort 01

Engagement Nurture Setup. Keeping it straightforward. Once you start adding tests, which you should do on a larger scale so you'd direct people to a different stream or even a different Nurture program. When thinking of testing, think beyond an email test. Think more emails, fewer emails, different tone in voice of messaging, cadence of emails in timing, etc.