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Strategy Session: Create a Responsive Landing Page Campaign

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Marketing Automation Software | Personalized, Automated Communication

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There are many situations wherein you may want to direct your leads to a landing page so they can learn more about certain products, services, or courses your organization offers. Let's use a university, for example. A university recruitment department may have a list of potential students that they are engaging with. Soon, these students will have to choose whether to apply and then select what type of courses they want to take.

In order to provide each student with more information about the courses they are interested in, the recruitment department wants to ask each student what they want to know more about. Instead of doing this manually, the department can use SimplyCast 360 to automate this process.

This flow can also work for tech companies wanting to know what products their leads are interested in, real estate agents who want to know what area leads want to live in, or any other organization that wants to know what their leads are interested in and provide them with relevant information automatically.

To create this flow, you will need:

  • Landing Page
  • Send to List at Fixed Time (optional)
  • Email Campaign x number of options in Landing Page (and initial email campaign if Send to List at Fixed Time is used)
  • Decision
  • Pause & Wait for CRM (optional)

The first thing to do is drag in your Landing Page element. Before creating the rest of the campaign, go to the Setup Wizard for the landing page and create your content. Since the rest of the campaign will rely on what questions and content you create here, it makes sense to have the landing page done first.

Go through the setup process for the landing page as usual, making sure to include a signup form.  You can add whatever descriptive content you wish to provide your readers in the landing page and then move on to adding the required questions to the signup form.

In the form editor, include the fields you need in regard to collecting contact information (name, email, etc). Then, move on to creating the question that will determine which email message the reader receives.

Going back to the student example, if you want to provide your potential students with information about a course they are interested in, you could provide a brief outline of each option on the landing page. Then, when you get to the form editor, drag in either a Dropdown choice element or a Checkbox choice element. If you want each reader to only be able to select one option, use the Dropdown. If you want to allow them to be able to select more than one option, and receive more than one email as a result, use the Checkbox.

Once your chosen choice element is in place, add the question and answer options for the question in the black box on the left-hand side of the screen. Also in the block box is the option for "List Field." In order to use this question to make decisions, click on this option, choose "Create New Field," and name it according to the question (example: Product Interest or Course Selected). This field will now be stored in the CRM on each responder's profile.

Complete the rest of your form and landing page as usual and then return to the 360 workspace to complete the rest of the campaign.

When back in the workspace, drag in a Decision element and connect the landing page to it. You will notice that the middle of the connection says "Landing Page Conversion." You will want to change this by clicking on the text box, which will cause a black box to appear on the left-hand side of the screen. In this box will be a field called Trigger Type. Click this dropdown menu and choose "Landing Page Form Conversion" as your trigger type.

After the Decision element, drag in an Email Campaign element for each of the options you included in your choice element question; if your recipients have three options, add three Emails. Connect the decision element to all of these emails. By default, the connection will say "Triggered if other branches don't." Instead, click on the three-line icon in the top right-hand corner of the decision to build the new decision for each email, making sure to match the decision to the content of the email it is attached to.

For each decision, click the icon and choose "Decision Settings." The first field is "Pick a Data Source." Click this field and choose "Contact." This will cause the next field, "Pick Data Type," to appear. From this field, choose "Text." In the next field that appears, "Pick a Field," choose the name of the column you created in the form editor and then choose "Contains" from the "Pick a Way to Compare" field that appears. Now, depending on the options you provided in the form, enter the content of the first option into the empty field and click "Submit" to finalize your decision.

Complete this process for each email/decision combination you have.

When all the decisions are set, go into each Email Campaign and create the content relevant to its particular option. If the first email is for students who chose "Arts" in the form, make sure this email has all the information they need about the school's Arts program, and so on.

Optionally, you can add a Pause & Wait for CRM element to the end of the flow and connect all of your responsive emails to it. Doing this will alert a staff member each time an email is sent to one of your leads and they can update the status of the lead accordingly.

This is the basic portion of the flow completed. Now, every time someone completes your landing page form, they will automatically be sent an email with more information about their selected topic.

With this, you can now take the link to your landing page and promote it on social media, on your website, or anywhere else. If you'd like to send the landing page out to a list of contacts, you can do so from within the same flow.

First, drag in a Send to List at Fixed Time element and an Email Campaign and connect them. Go into the email editor and create your email that will be sent to all your selected contacts. Be sure to include a call to action button or hyperlink that links to the landing page. The purpose of this email should be to inform contacts that the landing page is available and that filling it out will provide them with more information about their interests.

Once the email is complete, go back and click on the Send to List at Fixed Time element. This will cause the black box to appear in the left-hand side of the screen. From here, choose the day and time you want the email to send by using the "Time" option and then choose the contacts you want to send to by clicking "Select a List" and choosing the correct list.

Are there any other flows you'd like to learn about? Let us know in the comments below! If you're not a SimplyCast user but want to give the responsive landing page campaign flow a shot, sign up for a free 14-day trial!

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Keywords:

landing page

landing pages

marketing automation

strategy session

email marketing

responsive email

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