Imagine that you work in marketing for a wedding services business, and your company has recently partnered with a baker who is focusing on selling more chocolate cakes. So, you set up a survey to ask your existing customers and potential customers their favorite kind of cake, and anyone who selects chocolate as their favorite will be sent emails containing related discounts, added or removed from segmented marketing lists and given some extra attention from your sales team. You have other marketing initiatives to attend to, so you want this to be as painless and time-efficient as possible. Campaign automation is the answer.
In previous blog posts, we have discussed how you can do something similar with a form or with a CRM workflow, but using a survey with a campaign automation is less cumbersome and provides more available actions stemming from survey responses.
Note: Please remember that unlike forms, surveys don’t natively map data back to the lead or contact record. This is great when collecting data that doesn’t need to exist directly on the lead or contact record, like our example. Another example would be if you were collecting feedback on a product or service. You could have different campaign automation paths based on whether the feedback was positive or negative – more on that in a minute!
The first step here is to set up your survey. Remember to create your survey questions first, then build the survey using the designer tool. Also check out this blog post for six helpful tips and tricks for creating an effective survey.
Once your survey is ready, build your campaign automation. In our example, we will use the Submitted Survey trigger as a starting point to capture everyone who fills out the survey, regardless of how they reached it. It can exist on a landing page on our site, and we can send it out in an email as well, but either way, all respondents will enter the campaign automation once the survey has been submitted (after the campaign automation has been published).
After adding the Submitted Survey trigger in your campaign automation, you can build out separate paths for the respondents. In my “chocolate” path (top), I’m going to send to individuals who indicated that chocolate was their favorite cake flavor an email offering them a limited-time discount on chocolate cakes, add them to a “Chocolate Cake Lovers” marketing list (so you can keep track of your customers with this interest set and potentially target them in different ways in the future), and notify my sales rep who is in charge of this chocolate campaign so they can monitor purchase activity and possibly follow up with a phone call after the campaign ends. For all other answers, the respondents will go down the bottom path. In this path, I’m going to notify my team, remove the participant from my original marketing list because that marketing list has fulfilled its purpose, and send them a different email geared at non-chocolate cake lovers.
Drag your relevant actions onto the canvas and connect them to form your distinct paths based on your business case. When the paths are built, you can then connect the Submitted Survey trigger to both paths. When that happens, a purple decision node will appear. Click on the decision node to open its configuration.
It’s here that you can specify which survey responses should direct participants down the top or bottom paths. As you can see above, I have Submitted Survey > Favorite Cake > Equals > Chocolate set for my top path, so all respondents who indicate that chocolate cake is their favorite will receive the email send with the discount coupon from our bakery partner. For the bottom path settings, I have it configured as Submitted Survey > Favorite Cake > Does Not Equal > Chocolate to capture all answers that don’t match chocolate.
Of course, you can stop here; you’ve built a great campaign automation! But you can also choose to extend your campaign automation with some additional actions that make sense for your business case. Here, I have also added a wait timer and a reminder email to my chocolate cake path:
This will enable me to continue to nurture chocolate cake lovers for this campaign, and it will help me stay top-of-mind with my customers. This can also create a sense of urgency, especially if the message is a limited-time offer. Now, my chocolate cake lovers have had two touchpoints with me within a one-week period. With a compelling offer, this can make your survey incredibly powerful.
And the possibilities with this really are endless. Going back to the feedback survey example, you could follow the instructions in this blog post to gather positive or negative reactions directly from an email. On the negative feedback page, we included an anonymous survey, but what if we added an optional email component? Then, your team could reach out to individuals who gave negative feedback and were comfortable giving out their contact information. You could offer them some sort of discount or special deal to make up for their negative experience. And you can do all of this in a campaign automation, using the Submitted Survey trigger and decision nodes.