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Strategy Session: Creating a Customer Dedication Campaign

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Industry Solutions using Marketing Automation

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Marketing Automation Software: SimplyCast 360

3 min read

To comply with CASL and CAN-SPAM, it is important that your opt-in list is no more than two years old. A customer dedication campaign is the perfect way to make sure your contact list is up-to-date with your most engaged leads and prospects. Even if it is within the two-year window, you can still run a customer dedication campaign just to freshen up your database and provide contacts with the chance to update their information.

With SimplyCast 360, this campaign can be automated. To recreate this flow, you will need:

  • Send to List at Fixed Time
  • Email Campaign (x2)
  • Contact List (x4)
  • Signup Form
  • Decision (x2)

Firstly, drag in a Send to List at Fixed Time and choose the list you want to send through the dedication flow from the black sidebar on the left, as well as the day and time you wish to start the campaign. After this element, drag in an email campaign and connect the two elements together.

This first email is the initial request for a contact to update their information by including a link to the "Update Information" form. If a contact does not open this email, they will be sent a reminder. To set the reminder, add another email campaign and connect the other email directly to it. To set the reminder, follow the steps from this Strategy Session blog about reminder emails.

In the reminder email, do not forget to include the same link to the Update Information form that was in the initial email so those who open the second email can still update their information.

To get the link to this signup form, you will now need to drag in a Signup Form campaign. Click the three-barred icon on this element and click "Start Setup Wizard" to start to create the form.

In the form, you want to provide the standard fields like email, phone number, and address to be updated. But, you may also want to include questions about what product or service the contact is interested in. Depending on their answer to these questions, you can further segment your contacts based on what they're interested in. To do this, you will need to make sure that your fields are mapped to columns in the CRM. To do this:

  • Click on the field you'd like to map
  • Go to the black box on the left-hand side of the screen and click "List Field"
  • In the dropdown that appears, scroll to the bottom and pick "Create New Field"
  • Enter the name of the field in the pop-up that appears

On the second stage of the form creation process, you have the option to store your data on a list. It is recommended that you create a new list and name it something like "Dedicated Master List" or "2017 Updated Contacts" — anything that will make it obvious that this is your most recent master list.

After this, go through the rest of the form creation steps as usual until you are back in the 360 workspace. Based in the workspace, click on the three-barred icon of the Signup Form Element again and choose "Get Code." Copy the Form URL and paste it into the reminder emails. This will allow contacts to access the form you just created and provide you with their most recent information.

Now, from the Update Information form, as mentioned, you can further segment your contacts based on location, interest, or any other criteria. Since you now have the information in the form mapped, you can use it with Decision elements to add contacts to specific lists.

To do this, drag in a Decision element for each question in your form you'd like to segment by and a Contact List element for each criterion. In the example above, contacts are segmented based on interest and location. For location, the example segments by local contacts and non-local contacts. To do this, add two Contact List elements and connect the Decision element to both. The connection between the decision and each list will say "Triggered if other branches aren't." To set up specific criteria, such as location, click on the three-barred icon of the connection and click "Decision Settings" and start building your Decision in the pop-up window.

  1. For Pick a Data Source, select Contact from the dropdown menu
  2. This will prompt another field to appear. Select Text from this dropdown
  3. In the Pick a Field dropdown menu that appears, select the location-based column you'd like to base your segmentation on (city or state)
  4. If you're doing the local option, set the fourth field after Pick a Field to Equals. If you are doing the non-local option, set this to Not Equals
  5. Enter the name of the local place in the final field.
  6. Click Submit when you have completed the settings for that connection

For all other connections between Decision elements and Contact List elements, complete this process but change step 3 to the field you are actively using (that matches the mapped field in the form) and change step 4 to your desired criterion.

With that, your Customer Dedication Campaign is complete and you can now be assured that your contact data is current and up-to-date.

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 Customer Dedication Campaign flow a shot, sign up for a free 14-day trial!

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Keywords:

dedicated customer flow

marketing automation

strategy session

360

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