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Moving to a Campaign Mindset
The document outlines strategies for adopting a campaign mindset in digital marketing, emphasizing the importance of planning campaigns with clear goals, understanding target audiences, and timing communications effectively. It discusses different types of campaigns such as welcome, re-engagement, and membership renewal, and stresses the need for personalized content and testing before launch. Finally, it provides a campaign example, detailing email sequences, messaging, and audience targeting.
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Moving to a Campaign Mindset
- 1. Moving to a CampaignMindset June 25, 2015 #CampaignMindset
- 2. Begin with theend in mind...where do you want to go?
- 3. One way communication“triggered” by an action
- 4. Multi directional communicationstrategy
- 5. Meet your roadtrip crew Chris Scavo Digital Marketing Strategist Vivian Swertinski Sr. Digital Marketing Strategist
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- 11. To be ornot to be….trigger or campaign? Triggers Campaigns • Is the message initiated by activity? • Will content differ based on subscriber action? • Is there a nurture opportunity? • Is a series of emails required? Yes Yes YesNo YesNo YesNo
- 12. Website activity Constituent lifecycle Engagementopportunities Member action
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- 15. Purpose • Types ofcampaigns • Welcome • Event • Nurture • Membership renewal • Re-engagement • Win back • Goals: Organizational and audience
- 16. Message • Content thatreflects the campaign goals • Does each step “move” the subscriber along • Relevant calls to action at each step • Personalized content to drive engagement
- 17. Target Audience • Knowyour audience • Define the segment criteria • Understand the journey your subscribers will take
- 18. Timing • When doesyour audience act? • When do you need your audience to act? • Determine timing between touch points • Think about frequency • Pay attention to your marketing calendar
- 19. Test plan • Testprior to your campaign to know what works • Friendly From • Subject Lines • Day and Time • Content elements • Enhance your campaign plan • Constantly evaluate performance
- 20. Campaign Name Email 1 Email2 Email 3 Email 4 Purpose Invitation to annual event 2nd Invitation Last Call Attendee Information Target Audience All active Members Non Openers Balance of Non Openers & Non Registrants Registered members Message Network with your peers! Same message We will miss you! See you there! Timing July 1st 2 weeks after original 2 weeks after resend 5 weeks after invite Test Plan Subject Line & Friendly From Winning Elements N/A N/A
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- 24. Questions? Stay intouch! experts@informz.com
Editor's Notes
- #3 It’s finally summertime here in upstate New York and if you are like us….you may be ready for a road trip. Venturing into new territories can be exciting but also can be frustrating if you aren’t sure where you are going or how to get there. The same can be said for using new technology tools. You know it will make life easier in the end but you’re not sure how to get there. Today we are going to take you on a road trip to show you how to better engage with your audience using automated campaigns.
- #4 I’m sure most of us are familiar with Triggered messages. Traditional triggered messages are similar to a one way road. Very useful and will get you where you need to go, but you are very limited on directions you can take.
- #5 Automated campaigns on the other hand are more like highways. Customized for the journey you need to take with multiple on and off ramps depending on what direction you decide to take.
- #7 Campaign or Trigger?
- #9 Campaign or Trigger?
- #11 What about this one?
- #12 Is there a reason to follow up? Does a decision need to be made? Will content differ based off of subscriber action? Is this a nurture opportunity?
- #13 What do you want to respond to? Prospects – Download, registration, event attendance Constituents – member lifecycle campaigns (welcome, nurture,
- #14 Automation review just prior to Q&A
- #16 Automation review just prior to Q&A
- #21 Um, I think we should talk about testing
- #22 Automation review just prior to Q&A
- #23 Here we see an example of a campaign flow. This is for an upcoming event and illustrates how automated campaigns can make decisions not only based on simple email metrics, but actions taken such as visiting a specific web page or registering for an event.
- #24 Campaign analysis. Pay attention to the overall performance.
- #25 Using a new tool in an old way is not efficient. Will it get the job done? Probably. Campaign automation is not simply about utilizing a new tool, it is about utilizing a new mindset. Once you understand the power that automating campaigns holds, you will be amazed at how many different directions your road truly can go.