ClickDimensions currently offers two tools for nurturing leads and customers – nurtures and campaign automation. Campaign automation is the latest and greatest of these two offerings; it can do everything that nurtures can do – and more! Since it is a more robust tool, campaign automation is often the top pick for our customers for creating all kinds of drip marketing campaigns, and it is a particularly helpful ClickDimensions feature – even versus the nurture tool – in these three situations:
1. When basing customer interaction on SPECIFIC email links.
Campaign automations have the ability to read your recipients' interactions with your emails, then redirect them along the appropriate path based on that interaction by using an Email Interaction trigger within the campaign automation builder. The difference between this and what you've previously been able to do in ClickDimensions is that the Email Interaction trigger allows for automatic follow-up processes based on a specific link click, whereas nurture programs only check if there was a click, not specifically which link was clicked.
In the campaign automation's Email Interaction trigger, you can select one link, several links or all links. If any one of the links selected is clicked, this trigger will be activated.
2. Basing interaction on forms.
Campaign automation allows for individuals to be placed into your drip marketing campaign by submitting a form using the Submitted Form trigger. In nurtures, it is only possible to add members based on a form submission by placing an Add to Marketing List form action in your web form designer and having said web form add that submitter to a marketing list associated with a nurture program. The benefit of the campaign automation method is that the Submitted Form trigger can precede other entry points and series within the campaign automation. This means you can have campaign automations with multiple paths that can be unique based on the answers submitted by forms.
3. When scheduling actions for certain dates and times.
The Date Timer action in the campaign automation builder has the most depth of any timed instance in the ClickDimensions solution. There are a few different ways you can run a timer in a campaign automation:
ON – this will tell the automation to continue running on a specific date. In the date field below, select the date you want the automation to continue running. You must specify a date in the future.
BETWEEN – This will give you the ability to specify a date range the automation will continue to run for the participant. When you select this option, two date fields will appear. Enter a date for each field. The first will specify when the automation can resume running, and the second date will specify when the automation will no longer run for the participants that encounter this timer. Here are some general scenarios for when the automation will run with this timer:
- If the participant encounters this timer before the specified date range, the participant will wait until the first date specified. Once it is the first date, the automation will resume running for the participant.
- If the participant encounters the timer during the specified date range, the automation will run for the participant.
AT – This option will let you choose which time during the day you want the automation to continue running.
Written by Dante Porter, ClickDimensions Marketing Success Manager