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hi thank you for joining me today today we're going to be taking a look at how to build a nurture campaign using the drip functionality within the sales Fusion platform I want to start off this session by talking about the difference between an email campaign a drip campaign and a trigger campaign this basic understanding is fundamental in knowing how to utilize each of these within the system an email campaign is a one-off email it's sort of here you go here's an email and there really is no followup or subsequent emails going out after it commonly these are newsletters these can be update emails they can be introduction emails it's again just a one-off email a drip campaign is where you have a series of campaigns that are all going out based on a similar subject and you're sending to People based on action or lack of action that they are taking with your campaigns a drip campaign is a great way to be able to start a nurture program within the uh sales Fusion automation platform and that's what we're going to be focusing on today a small component of a common drip campaign is also encompassing the trigger campaigns trigger campaign is an autoresponder which means that something has to happen or occur for somebody to receive the trigger commonly these are tied into the lead analyzer where upon reaching a particular score the person would receive a trigger email and they're also commonly tied into dialogues where upon completion of a form a person would receive a trigger commonly within a lot of drip and nurture campaigns you have a call to action and that call to action is usually triggering the trigger email what we're going to walk through today is we're going to walk through building a four-step drip nurture campaign and talking about all the different aspects now emails and drips and triggers are all very much created uh the same way we separate them more for organizational purposes when I'm on the drip campaign screen I have a list of all my saved and unsent campaigns and within each area we also have what we call a submenu and a submenu is where you have different panels which allow you to look at all of your campaigns or all of the components of the drip in a single area one of the other added benefits about a drip is that we also have a cumulative show reports function for you I've already generated this report so I'm going to come over here and open it up you can see that we have a lot of different touches in this particular example we have what I like to call our parent Campaign which is the first touch then we have some follow-ups and then you can see we have a trigger which is tied into the call to action when I clicked on show reports it gives me this great report that gives me a nice cumulative of how everything has done at a glance I can look at all the touches inside my drip I can see the delivered the opens the percentages and so on and if you're a visual person we also have has some graphs down here that basically render the same information as this it's just again in a graphical form and you can engage with the graph to be able to dive in and get some more granular results so again what we're going to be working on today is we're going to be working on creating a for touch nurture campaign for my example I am going to be creating a webinar example so I'm going to go ahead and select new in the upper right hand corner another feature I do want to point out is we have a copy all function if you do a lot of similar touches uh if you do a lot of webinars we do about two webinars a month you don't have to recreate these each and every time you can copy them make some minor modifications and have the basic structure all set up for you again we are creating from scratch so I'm going to select new here and it's going to take me inside the email Designer and this again is for my parent campaign the very first touch in my drop so I'm going to call this today's date I'm a big fan of using dates and we'll call it training then you have your subject line here I'm just going to type in please join us we'll do please join us for this webinar we have the from in the sender which can come from whoever you want them to be as well as the display name and then of course the send date in time I'm going to pretend that I'm sending mine out tomorrow we'll say at 8:00 a.m some of these other features are talked about on different uh training calls we have lots of options such as send notifications uh text only do you want a recurring or an AB testing campaign we're just going to work our way from left to right so we started out here with the email info we have our Basics we have our subject line who it's coming from in the date and time now we're going to go to the next tab over which is the send to Tab and this is who we're going to decide it's going to go to you can choose segmentations distribution list report segmentations or you can mix and match all of these together I'm going to choose one of my test segments that I have we'll do the Jamie testing and I'm going to say include again keep in mind that if you have multiple people on the same list if you have jamie. Whited fusion.com on all of these lists and you include all of these lists I will only ever receive this campaign one time it's hard-coded in the system you then continue working your way to the right you go to the email HTML you can copy a campaign you can add a template I'm simply going to choose a template from our template Library just so that we have some content in here depending on how big your library is depends on how long it might take for the library to render you can see mine's taking just a brief moment let me try copying from a campaign instead we'll do that one it's going to populate the HTML right here you would obviously go to the email text you always want to convert your HTML into basic text so people who do not support HTML would still be able to receive something from you then you do like you normally would in a normal campaign you would test your campaign send within coding use our submit to preview submit to spam test and be able to see how everything is rendering and once everything looks great You' click on Save review and send to get the campaign activated and out the door this is our very first touch our second touch is usually what we call a subject swap subject swap is a very common practice where you are sending the same message to just about the same people that you already sent it to but you're trying different tactics to try to get them to engage with your second email a lot of times you never know why somebody didn't open your first email it could have been they were out of office that day and then they just didn't see it it could have been that the subject line didn't grab their attention it could be that the content didn't grab their attention so changing up some of these little factors allows you to possibly increase your open and clickthrough rates just by sending an extra one commonly people ask me well if I send another one doesn't that raise my unsubscribe rate I would say in some cases it would but most cases it does not if you're sending another email a day after you sent the first one or if you're sending five in the course of five days then of course yes that will probably raise your unsubscribe rate but if you space them out you give people time to open click them forget about them and then you send another one that's simply increasing your open and click through rates now this is where our parent campaign has gone now we're going to go one panel down and we're going to look at the follow-up campaign follow-up campaign the way that we we Define it is it is a specific date to a specific group of people it is not a trigger or an autoresponder it's not waiting for something to happen you are saying go to these people on this particular date so our follow-up or our subject swap is going to be contained in this middle section here so I'm going to come over and I'm going to select new when I select new is going to obviously take me to another email Designer I am a big fan of keeping my my naming conventions very similar so if today I did training this one's going to be training we'll call this one follow-up one you can then again use a subject line I would try switching up your subject lines if you did a question the first time I would maybe make a statement or create a sense of urgency only five seats remain for this webinar hurry up and reserve yours one today I'm going to type in reserve your seat today again for those of you who have just joined we are doing an example of a nurture campaign with a webinar as our topic you're going to then put in the from the sender and the display name and then of course choose the date and time as I mentioned before you do want to space it out so if I'm sending this one tomorrow on the 26th I might wait until maybe next Monday or Tuesday to send it there are best practices a lot of people don't like to send on Mondays and Fridays people are just getting over the weekend or they're just ready to get into the weekend so it's been statistically proven that sometimes your open and clickthrough rates are a little bit lower than if you would have sent in the middle of the week I would also suggest changing up the date and time if you sent and our parent campaign was due to go out on a Thursday at 8 am try sending on a Tuesday and try sending maybe a little in the afternoon and seeing if your open and clickthrough rates are a little different again you never know why people are not opening your email emails but changing up some of these things allow you to optimize your results we would then go to the send to Tab and the send to tab on a followup I commonly see people read the same distribution list or the same segment or the same uh Advanced segment that is actually not what you're going to do because you are sending this campaign out based on lack of action we don't want to send it to everybody who received the first one because what if people already registered they're going to receive this email and go I've already registered for this why am I receiving it again so in that case we want to look at only the people who did not open or did not click on your particular email so down here we have campaign responses you'll see a list of all of your campaigns and you can see here's my parent campaign and then if I scroll down you'll see that we have a dropdown we have opened but did not click open Dan clicked and did not open if this is my subject swap then obviously I want to Target people who did not open so I'm going to say did not open my parent campaign and I'm going to say include once you click on include you'll see appear down here at the bottom and then I probably want to say well not only do I want to go to anybody who did not open it but I want to go to everybody who opened it but they didn't click on anything which means they could not have done the call to action click on include and now it's going to everybody from my first campaign that did not open or open but did not click on it so very easy to do a subject swap you can then continue over to your email HTML and you can either choose to add the template again or what a lot of people do is they choose to copy the campaign sometimes that's a little bit easier to do click on import maybe make some minor adjustments to the header or the placement of of the call to action I'm just going to type in followup here go to your email text make sure you always convert go to your testing make sure you run tests so that you can see how it's rendering again use the submit to preview use the submit to spam test these are great tools that you should always be using and then once you're done with that you can go ahead and click on Save review and send even if this is not due to go out until next Tuesday we do not query against the send to list until the date and time come that's one of the biggest advantages of using the drip campaign features I could create technically a 10 touch drip campaign activate all 10 of those at once and it will wait until the date and time come to query against the actions or lack of actions save and return this is our second touch let's go ahead and create create another one so I'm going to select new this one will say is our reminder we'll again keep the same naming convention well instead of saying training followup we'll call this one reminder we'll put in don't forget and then of course you choose your date and time if my event is on the 1st then I might send out a reminder on the 31st and again change up the date and time and see if you get some better results send two tab here if this was a reminder and the call to action was tied to a trigger then obviously I would say instead of campaign responses I would go to dialogue responses find the appropriate dialogue and I don't have one created right now so I'm going to just choose that one and say if they completed this dialogue this is who's going to receive this particular campaign okay go over to your HTML you can again add a template you can copy a campaign I'm just going to choose to copy mine brings in the text brings in the testing we'll call this one reminder just so we can see a difference convert test make sure everything looks good save review and send again we are not going to query against this list until the date and time come that this is supposed to go out so it will pick up anybody who registers between the time you activate the campaign and the time it's due to go out same is true for unsubscribed if somebody unsubscribes from the time that they received the first campaign to the time they're supposed to receive the subject swap we will honor that and take them out of the campaigns this is our third touch I'm going to hit save and return so let's take a look at what we have right now right now we are looking at our parent Campaign which is the very first touch in the nurture then you can see that we have a followup or a subject swap going out you can see we have it going out 5 days later then we also have a reminder for the event going out and the reminder is going to tell people that have registered don't forget your lunch and learn your webinar your event is coming up the fourth touch that I want to create is actually located in the third panel the third panel here is for our trigger campaigns or our autoresponders to reiterate what those are that means that we are waiting on something to happen or occur before they receive the trigger campaign I'm going to go ahead and select new here and it's going to look like the email Designer but there are going to be some differences let's go and put in our campaign name again this is just for internal purposes and it definitely helps you stay organized we'll call this one confirmation put in our subject line we'll type in thank you for registering then you have who it's coming from and of course the display name however with a trigger you actually do not mess with the date and time the date and time are going to be determined whenever the person completes the action that this triggers so if I complete the form right now at 1:18 p.m. mountain then I receive this trigger email right now now if somebody else completes it at 400 p.m. mountain then they would receive the trigger at 4 p.m. so whenever the action or event occurs is whenever the trigger goes out so the date and time here are null and void we don't have a cent tab because we're telling the system whoever gets this is whoever completes the action we do have an exclusion rues tab where you can say even if they complete the action if they meet a certain criteria we're going to take them out competitors uh freeware accounts certain things like that where you can create segmentations or distribution list and then you can just pull people out instead of having them receive it go to your HTML again you can copy a campaign you can choose the import a new template you can customize it any which way that you like so I'm going to call this one confirm convert to text test it out make sure it looks good now this one does not have a save review and send because triggers are either active or inactive if I come over here to email info you'll see it says trigger active instant release which means as soon as the action or event occurs I receive this email or whoever completed the action would receive it we're done with this one hit save and return so this is a typical drip campaign you will always have a parent campaign you will always have follow-up campaigns depending on whether you're doing lack of action or action taken and though I'm talking about clicks and opens and most of the time you will usually have an autoresponder which again is commonly tied to call to actions that live inside of these emails one of the important things to keep in mind is that the followups and the parent campaign will never be tied directly to the trigger the trigger will always have a mediary um inside of it which is the call to action so inside this campaign would be a call to action let's say it's a form they complete the form they then receive the trigger so the form acts as the connection between the parent campaign the follow-up campaigns and the trigger campaigns let's take a look at a flowchart to kind of give you a good example of how this would actually work so I'm going to open up my email and I'm going to show you an example I'm a very visual person so this sometimes helps make a little bit more sense so going with the webinar again you can see in a more visual way that this is our initial webinar invite this might go out to our entire database going to the left you can see that we go down and we have a first follow-up which again I call a subject Swap this is going to people who did not engage with the initial webinar invite if they engage with it and they complete the form because it contains the call to action here's my call to action then they get the trigger same thing here inside the initial webinar there is a call to action call to action is the form they receive the trigger if I continue working my way down to the left you can see I did a follow-up two inside of this example and it's going to people who did not engage with followup one why did I not say did not engage with the initial reason for that being is because if they didn't engage with the initial but they did engage with the follow-up one they would still receive follow-up two so that's why you always do follow-up campaigns based on the campaign right before it on this one I'm saying if they don't engage with follow-up number two we're going to end communication because at this point I don't want to raise my unsubscribed rates let's look at it over to the right hand side so over here again we're with our initial web invite this was going to people who were not engaging people who do engage they fill out the registration form they would receive a follow-up reminder saying don't forget your event is coming up you can see here that my trigger is not directly tied these campaigns again this call to action is acting as as the medium this goes a little bit further into that you can also tie additional nurtures to a trigger you can say send another one out three days after they receive the trigger asking if they want to see a demo inside of this trigger would be another call to action asking them to fill out a demo request form they fill it out they get a demo request confirmation another trigger they don't fill it out five days later they get a followup asking again if they'd like to receive a demo they fill it out they again get the request demo trigger confirm they don't fill it out communication ends so you can see how robust this can really get and this is actually an example of a pretty basic nurture campaign you're going to have multiple touches but the wonderful thing about this is you get it created and you let it run its course again you can create every single one of these touches these follow-ups this parent campaign these call to actions and these triggers set it up activate them all at once and again just let it run its course I do want to point out that we do have some great tools here we have a Learning Management Center where you can see the recorded videos we also have an online help manual and the online help manual I would highly recommend at least looking at the quick starts here with the Quick Start you can see we have how to create a drip campaign what is a parent campaign campaign name subject line date and time how to do follow-ups how to do triggers this should be a great reference for you to be able to try this on your own and be able to get familiar with the system thank you very much for attending and if you have any questions please email support sell fusion.com