Campaign automation is a powerful and versatile ClickDimensions feature that takes marketing automation to the next level. While the tool’s power and versatility is a huge benefit to those who use it, it can also sometimes be hard to figure out exactly where and how to start using campaign automations at your organization. With that in mind, here are some helpful tips for getting started with the ClickDimensions campaign automation builder, no matter the type of automated campaign you are creating:
1. Keep the end goal and reporting needs in mind. With the campaign automation tool, you can view statistics within the builder, and data also comes into CRM in the same places you would find email statistics, posted forms, etc. Be sure to use this to your advantage. For example, if you are building a lead nurturing campaign automation that sends participants several emails with helpful content and product info, prepare a custom view from the email sends area in CRM to only show statistics from the email sends sent out from the particular campaign automation. You can also edit the columns and build a chart to show email events, such as opens, clicks and deliveries. We demonstrate how to do this in a previous blog post.
2. Keep it simple, but significant. Once you get started, it’s easy to get carried away with building out campaign automations. After all, more is more, right? Not necessarily. We recommend starting small by creating a simple campaign automation. You can always add more later if you need to! Simplified campaign automations will also help keep your incoming data streamlined and make reporting easier. Some of the most effective and time-saving campaign automations are often the most simplistic. The campaign automation below for a landscape equipment manufacturer is a great example of campaign automation simplicity; they use the automation to thank customers who just purchased a piece of equipment in their golf landscaping line and then to remind these customers of regular service appointments.
3. Naming conventions help. It’s a good idea to establish a naming convention to help with reporting and identifying the different stages in the campaign automation. For example, if you have a series of emails included in a campaign automation, you could add numbers or letters to identify the sequence of these emails. This will be helpful when reviewing Sent Email records within CRM and/or creating charts or custom views based on the data within CRM that comes from campaign automations.
4. Use a test marketing list. Within your CRM, create at least one static-type marketing list made up of test contacts or leads (these could be members of your team or other colleagues). You can include this test marketing list in your campaign automation either as part of an Added to List trigger or an Email Interaction trigger. You can view the data from the varying interactions and use these leads and contacts to test the different paths of your campaign automation, and also use this test data to help build reporting options.
5. Recreate your marketing automation setups. Do you already use the nurture tool in ClickDimensions? Try recreating your nurture programs within the campaign automation builder and explore the extra functionality and interactions you can include. It’s easy to use a new feature when you can start with what you already know.
6. Annotate your steps. If you’re working on a team and others are checking the campaign automation after you build it, use the note section within each of the components of the builder to give context or reference to how things are set up. Even if you’re the only person who builds the campaign automation, having some extra reference notes might also help you too, especially if you’re referring back to these processes at a later date.
Written by Molly Morat, ClickDimensions Training Specialist