Today's guest post is from Brooke Browne of Smartbridge, LLC.
I’m still learning to love workflows. Especially because learning that just about everything we’ve ever wished for in CRM can come true with the right workflow.
Recently I noticed how many excluded emails have accumulated in our leads and contacts. They clutter our marketing list and skew our metrics. I’m specifically concerned with the unsubscribes and blocked emails. It’s clear that these should be disqualified. Working with sales, we came up with a plan to review excluded emails after a large email send and run a workflow on-demand to clean house.
We could have created a fully automated workflow to run in the background to detect email events as they occur. However, our concern is that the bounced emails don’t always signify a bad lead. Often people mistype their own email, but with everything else considered, the lead is still an ideal target for sales. With a quick flip of a “.cmo” to “.com”, we may avoid tossing a lost opportunity. Now what that means is we review the associated excluded email list a few days post send and skim for good leads. After that, we simply select the emails we want to disqualify and click “run workflow”.
Here’s how that looks:
This workflow was created by doing the following:
- One thing to consider prior to starting the workflow is whether you need to customize your disqualification reasons. Previously, we amended the status reasons to further sort our leads. Depending on the reason, they either continue to receive emails or not. For example, the reason “no longer interested” triggers another workflow to update the lead to remove them from emails.
The update to the lead record happens if the lead status meets this criteria changes the Email, Bulk Email, and Phone selections to Do Not Allow.
- With that done, go back to the workflow at hand. Go to Settings > Processes and add New. Give it a name, make it a workflow, and make sure the entity is Excluded Email.
- After you click OK, on the next screen be sure to select “As an on-demand process”. Make the scope “Organization”, and start when “Record is created”.
- The steps are simple. The conditions should be around each of the excluded email reasons that you want to disqualify. I focused on unsubscribed and blocked for now.
- Lastly, change the record status to the appropriate disqualification status and reason. This way one workflow does it all. If you wanted to select every excluded email in one swoop, then they will be disqualified accordingly.