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Following up on Important Emails with Campaign Automation

We recently released a blog post that discussed how to reach out to those who did not open all previous messages in a series of important emails. The following process will show you how to be proactive and set this up using our campaign automation builder before ever sending out your first email.

With campaign automation, you do not have to go back through your data after the emails are sent out in order to determine who did not open your important emails. Follow these steps to set up everything:

1. Create your email templates.

First, you will want to create all of the email templates for the series of emails you want to send out.

2. Create your marketing lists.

Next, you will want to create a marketing list in CRM that includes all of the members that you would like to send these important emails to. Make sure that if you are sending to both leads and contacts, you have a marketing list for each. Your marketing lists must be static lists for this to work.

*If you already have these leads/contacts in a marketing list ready to use, you can skip this step.

3. Send your first email.

Once you have your marketing lists and email templates set up, you are ready to create your first email send record. You will attach your first email template to the email send record, and then add the recipients that you want this mailing to send out to.

Once you attach the email template and marketing lists to the email send record, be sure to save the email send record, but do not click Send just yet.

4. Create a campaign automation record.

Once your email send record is created and saved, you will want to set up a campaign automation record. To do so, navigate in CRM to Marketing > Campaign Automations, and select New. This will open a new campaign automation record, which you will Name and Save.

5. Open the campaign automation builder.

Once you have created your campaign automation record, you are ready to begin building it out. To do so, click Open Builder.

This will open the campaign automation builder in a new window.

6. Build the automation.

a. Add an Email Interaction trigger.

Start building your campaign automation by dragging an Email Interaction trigger onto your campaign automation builder grid.

Then, click on the Email Interaction trigger in your builder to open the properties. In the properties frame on the right-hand side, give the trigger a Display Name and select the email send you want to send out as the first mailing in the Select Email Send lookup field. This will be the email send you created in step three above.

Set the Trigger Type as Email Opened (without click).

b. Attach a positive and negative series.

Drag two series onto your builder. Attach one to the Email Interaction trigger via the green positive branch and the other to the Email Interaction trigger via the red negative branch. Click the series attached to the positive branch to edit its properties. Give the positive series a Display Name. Then, click the series attached to the negative branch to edit its properties, and give the negative series a Display Name.

Click the Email Interaction trigger to open its properties again. Scroll down to set the Negative Path at the bottom of the Properties section. From the “The participant will continue on the negative path if the trigger is not completed…” options, select Within and choose 3 Days.

Double-click the positive series to open it. Drag over a Send Email action into that series.

Click on the Send Email action to open its properties. Select Email Template from the search function (this should be your second important email), and fill in the Display Name and Subject fields as necessary.

Be sure to give the email send a From Name and From Email Address.

Fill in any of the other optional fields such as Preheader, Reply To Email, Email CNAME and Campaign as needed.

Once you have completed this Email Send action, you will click Save & Back in the campaign automation builder window.

Next, open the negative series. Here, you will want to add in a Send Email action to resend individuals the first email they did not open. Set up this email send exactly as you did with the positive series, but instead use your first important email template. Then, click Save & Back.

c. Set up to check on email opens.

Drag an Email Interaction trigger onto your builder and attach it to the positive series.

Click the Email Interaction trigger to set its properties. Give the trigger a Display Name and select the second email you sent out from the “Select one or more emails from the preceding series” drop-down list. Set the Trigger Type as Email Opened (without click).

Set up a similar process with a trigger off the negative series. Drag an Email Interaction trigger onto your builder and attach it to the negative series. Click the Email Interaction trigger to set its properties. Give the trigger a Display Name and select the first email you sent out from the “Select one or more emails from the preceding series” drop-down list. Set the Trigger Type as Email Opened (without click).

Attach another series onto the positive branch of the “Opened Email 2” Email Interaction trigger to send out the third email. Put a Send Email action into the series, just as before, to send out the third email. Once the series is set, attach another Email Interaction trigger onto that “Send Email 3” series to check for opens on the third email.

d. Set negative series.

Now, the automation is set up to send out a series of all three emails. We will continue by setting up the steps to take place if someone does not open an email in the process.

We have already set the negative branch for the initial email interaction. Start by dragging the green arrow from the “Opened Email 1” Email Interaction trigger to the “Send Email 2” series. This will ensure that if someone does open the resend of email one that they receive, they will continue in the process and be sent the second email.

Next, attach a negative series with the red arrow from the “Opened Email 2” Email Interaction trigger. Double-click to open this series and add an Email Send action to resend the second email to those who did not open it within three days.

Attach an Email Interaction trigger onto the “Resend Email 2” series to check if someone opened the email two resend.

Next, drag the green arrow from the “Opened Email 2 resend” Email Interaction trigger to the “Send Email 3” series. This will ensure that if someone does open the email two resend they receive, they will continue in the process and be sent the third email.

Finally, attach a negative series using the red arrow to the “Opened Email 3” series. Double-click the “Resend Email 3” series and add a Send Email action to resend the third email to any recipients who did not open the third email within three days.

e. Repeat the steps.

You will now repeat these steps until you have added them for each important email send in your series.

Below is a screenshot of the completed campaign automation. In our scenario, users who did not open email one do not get sent emails two and three, but you can add that in if necessary.

Happy Marketing!

About the Author:

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Kellany Mathis is a ClickDimensions Marketing Success Manager.

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