Automated Campaign Workflow

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Automated Campaign Workflow

Description

The purpose of an Automated Campaign Workflow is to design the sequence and logic for an automated marketing campaign. Automated campaigns are typically executed using email, sending messages to individuals based on specific triggers. Many marketers use automated campaigns to send different types of timely and relevant communication. For example, online retailers often send automated email campaigns to customers when they leave an item in their shopping cart. Sales teams also use marketing automation for drip campaigns with prospects. Marketers can set-up and run multiple automated campaigns at the same time, and include multiple messages, conditions, and logic branches. This framework can be used to help plan and visualize the different elements and conditions of your automated campaigns.

 
Question

What communication will be sent to customers as part of this automated campaign?

 
Steps

  • Determine the goal and target audience for your campaign. What exactly are you trying to accomplish? Who do you need to reach for this campaign, and how will you be able to identify them?
  • Determine the starting point for your campaign. This will be the Event that triggers the automated campaign to begin. The event needs to be measurable and align with your goals and target audience.
  • Identify the messages that you will sent to customers included in the campaign. These can include a series of different messages that may be broken up by time or based on a customer response.
  • Create your workflow that illustrates the messages, conditions, and timing for your campaign. Consider where you can tag customers for further segmentation, and where to connect with other campaigns.
  • Determine the end point for your automated campaign. Review the workflow again considering your campaign goals, target audience, and internal capabilities. Make adjustments where necessary.


 
Considerations

  • Ensure that automated campaigns include overarching contact frequency rules to avoid over-communicating.
  • Ensure that your workflow can actually be executed given your resources and supporting technology.
  • Don’t go overboard with logic branches; each introduces an additional cost and risk for implementation.

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