Date Fields To Automate Email Campaigns, Part 2
Timely emails that help remind customers about their account status or celebrate a yearly event are practical, relevant and perform very well. In a recent study, triggered email campaigns received as much as a 30% higher open and click thru rate and three times the conversion rate over standard broadcast emails.
In Part 1 of Date Fields that Automate Email Campaigns, we took a look at the nuts and bolts that support an effective automated trigger campaign. Here, in Part 2, we will:
- Learn how to make a trigger campaign
- Schedule an automated campaign with a Triggered Send
You edit a triggered campaign in much the same fashion as a standard email.
- Create a new campaign by navigating from Campaigns > My Campaigns. Click the green ADD NEW icon.
- Click the Campaign Settings gear icon at the top right of Step 1 Create.
- Change the campaign from Standard to Triggered by clicking the Triggered option.
Complete your subject line, friendly from name, select from address and assign your campaign a forwarding address, just as you would a standard campaign. Create your design with the drag and drop editor, input your text message and test. Save your work.
You’ll notice now that your campaign has moved from the My Campaigns > Unsent tab to the Triggered Campaigns > Campaign Content tab.
You should also notice that the number of steps to complete your triggered campaign are reduced to 3.
This is because a triggered campaign cannot be sent on its own. In this case, the triggered campaign is managed through a Triggered Send.
Because date-driven triggered emails are sent automatically based upon a date field (birthday, anniversary, renewal, reminder, etc.), the Triggered Send controls when your email is sent.
Create a Triggered Send by navigating from Campaigns > Triggered Campaigns > Triggered Sends tab.
Click the green ADD NEW button to create a Triggered Send.
Run name. Input a name that describes your trigger. For example: birthday or renewal.
Trigger starts on. Enter the date your trigger should begin.
Trigger ends on. Enter the date your trigger should end. Click the Never ends checkbox if applicable.
For each campaign you trigger, you will create a new tabbed control page. In the case of a birthday trigger, you will probably have only one tabbed page, but if you wanted to send out multiple reminders for a timely event, you could have multiple tabs with multiple triggered campaigns.
Name for this trigger. This can be a number or word the references your trigger. For example: birthday or reminder #1.
Select the date field for triggering. This references the date field in your address book that will manage the triggered send.
Select when the trigger will fire. In the case of a birthday, you may want to send celebratory wishes and a coupon a day or so before the birth date. Use the drop down selector appropriately.
Trigger recurrence. Select either the radio button, Occurs once or Occurs every year, depending upon the type of triggered message you are sending.
Which triggered campaign do you want to send. Use the drop down selector to pick the triggered campaign you have previously created.
When the trigger fires, what time of day should it send. Use the drop down selectors to pick the appropriate time of day.
Select setting. Check the Enabled box when you are either ready to testing your trigger with a seeded list or when you are ready to go live.
Filter contacts. A filter, or segment, would help to specify certain subscribers or address books. If you do not prepare a filter, the trigger will deploy to everyone in your account once the date field criteria has been satisfied.
Go ahead and save your changes. Continue to create as many tabs for each trigger you wish to send within this Triggered Send series.
It is always a best practice to test your campaign and a triggered campaign is no different. You can seed your list with a few of your own email addresses with data that will be certain to fire off. Once you have received the campaign(s) in a timely manner, you are all set to go!
Data-driven triggered emails have been shown to increase:
- Unique open rates
- Click-through rates
- ROI per email delivered and
- Conversion rates
Tapping into your customer data is a powerful marketing tool, helping to create more personalized campaigns with some very excellent results. Sending a special series of messages to your subscribers is only limited by your imagination.