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Campaign Automation Scenario: eBook Download and Follow Up

The campaign automation builder is an exciting ClickDimensions tool that allows users to easily automate previously manual processes. The tool provides a lot of flexibility, so you might initially feel a little overwhelmed by all the options when you use the campaign automation builder for the first time. We provide live training and written instructions on how to create a campaign automation, but I thought that walking through some premade scenarios may help better illustrate how the various components in the editor can be assembled to accomplish a goal. In this example, I created a simple campaign automation that handles an eBook download request and follow up.

Many companies employ eBooks as a part of their marketing strategy. The eBook process generally involves monitoring submissions of a request form, sending follow-up emails with links to the requested document, then monitoring the follow-up response to the email to see if the recipient should be considered a viable lead and moved along in the sales process. Rather than going through all of that each time someone requests an eBook, I have instead set up a simple campaign automation that checks for submissions of an eBook request form, sends out an autoresponder email with a link to the eBook, and then follows-up differently depending on whether the recipient accesses the eBook.

Below is the entire eBook campaign automation:

Full ebook CA example

The flow of the campaign automation is as follows:

1. An eBook request form is submitted (eBook Request Form trigger).

2. An autoresponder email is sent to the person who submitted the form (Auto Response Email series).

3. The campaign automation checks if the link to the eBook file is clicked (Downloaded eBook? Email Interaction trigger).

4. If the link is clicked within three days, the person is sent down the positive branch and added to a marketing list (eBook Downloaded series).

5. If the link is NOT clicked within three days, the person is re-sent the autoresponder email and a notification is sent to their record owner (Not Downloaded series).

Let’s take a look at each of these points in more detail. First, these are the settings for the initial form submission trigger:

Ebook request settings

This trigger has been set to add a person to the campaign automation if they submit the form Tomato Gardens – eBook Request Form. Submitting this form tells us that the participant is interested in gaining access to our eBook.

Once the participant is added to the campaign automation, they enter the first series, Auto Response Email. This series contains a wait timer and a send email action. The timer waits for five minutes, then an email containing a link to our eBook PDF is sent to the participant.

Series 1

Once the autoresponder is sent out, the campaign automation progresses to the Downloaded eBook? email interaction trigger.

Downloaded ebook check settings

The trigger will check to see if the eBook link in the autoresponder email is clicked. If the link is clicked within three days, the participant is sent down the positive path to the eBook Downloaded series. If the participant does not click the link within three days, they are instead sent down the negative path to the Not Downloaded series.

The eBook Downloaded series contains two Add to Marketing List actions and two Run CRM Workflow actions.

Positive series

Within series in campaign automations, actions can be connected to one another to denote a certain order that they should occur, or they can be left disconnected to have them occur at the same time. This series creates two parallel action series by connecting each of the Add to Marketing List actions to one of the Run CRM Workflow actions. The first path is configured to use a contact marketing list and a workflow that runs on the contact entity. The second path instead references leads.

The Add to Marketing List actions are used to place the lead or contact participants into marketing lists that denote that they have downloaded our eBook, and the workflows are used to update a custom field on the lead or contact record to denote the same thing. The two paths are kept separate to help visually convey that they are parallel actions, but are being used to affect different entities.

The Not Downloaded series in the negative branch contains a Send Email action and a Notify User action. The actions in this series are not connected to one another because the order in which they occur does not need to be sequential.

Negative series

The Send Email action is used to re-send the eBook autoresponder to the participant to remind them to access the content, and the Notify User action is used to inform the participant’s record owner that they have not yet accessed the eBook.

This campaign automation example shows how to convert the manual process of monitoring and following up on eBook downloads into an entirely automated process. It is a pretty simple process, but the builder allows for much more elaborate processes to be automated as well. Try using campaign automations and see how many ways you can use them to make your life easier and your marketing more successful!

Happy Marketing!

Written by Rhys Saraceni, ClickDimensions Training Developer

2017-05-10T19:55:53+00:00 By |Campaign Automation|0 Comments

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Rhys Saraceni is a Training Developer at ClickDimensions.

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