send emails not envelopes
Campaign Module Reference Guide
Effective Email Marketing Made Simple Overview of EzyMsg’s Campaigns Module EzyMsg’s Campaigns Module allows you to engage your customers in real one to one marketing dialogue. You can create a series of email and SMS messages that are triggered based on the sumer’s profi le and interactions across any time frame. The Campaigns module helps you create a Campaign from a series of steps within a plain English interface. Each step is based on 4 elements. 1. A Source 2. A Trigger 3. An Action 4. A Timeframe
which is either a trigger against a database, or, a message being sent e.g. email bounces (email not delivered); e.g. send an SMS when an email bounces; e.g. send SMS 1 hour after email bounces
A trigger can include: - Email is opened - Email bounces - Email not opened - Contact subscribes - Contact unsubscribes - Contact updates their profi le - Link is clicked - SMS is delivered - SMS delivery failure - Contact updates their profi le from an SMS - Contact unsubscribes via SMS A trigger can then initiate an action. An action can include: - Sending a message - Changing a value in a contacts record - Sending a notifi cation message to another contact/set of contacts Each step can also have a corresponding time frame. A timeframe may be one of the following: - Immediately - A period of time after the trigger occurs - At a set date and time
How to get the most out of the Campaigns module The process outlined below will enable you to understand what messages are important for your Campaign, when they should be sent and what to expect in the reports section. Plan Your Campaign This is the most important part of designing your Campaign. Simply write down all the messages that you think you will be needed to achieve your desired outcome. You will also benefi t in writing down the timeframe in which that event will take place.
Campaign – Breakfast Seminar – 12 weeks out from seminar We will use a simple breakfast seminar as an example. We will also be using an email and web site to promote the Campaign. The email and web site will have a link to a registration form. For simplicity we will not include ‘what if’ scenarios, for example, where the email bounces, is not opened etc. You could however, when an email bounces, send a notifi cation to the offi ce manager to phone the contact. Messages and associated timeframes Message
Timeframe
Seminar invite email
8 weeks before seminar
Thank you email upon registration – Sent immediately upon registering from email or web site Seminar reminder email 2 days before the seminar SMS reminder
On the day of the seminar
Thank you for attending email
1 day after the presentation
Create Your Messages Once you have identifi ed your messages it’s simply a matter of creating them as you would normally within EzyMsg. Once created you will be able to insert them against the steps you will create within the Campaigns Module.
Effective Email Marketing Made Simple
Message
Timeframe
Message content
Seminar invite email
8 weeks before seminar
Short seminar overview promoting key message and bullet-point benefi ts. Include speaker details, location, time and RSVP deadline – include link to registration form. Corporate logo and colours
Thank you email
Sent immediately upon registering – from email or web site
Personalised thank you message with event details included. Corporate colours and logo
Seminar reminder email
2 days before the seminar
Personalised and with event details and Google / whereis.com.au map
SMS reminder
On the day of the seminar
Personalised e.g. Hi Paul, we look forward to seeing you today at Level 12, 145 Queen Street at 9am. Company Name.
Thank you for attending 1 day after the presentation email
Include links to seminar presentations and maybe information on an upcoming seminar/event
Creating Your Campaign Steps When you fi rst click on the Campaigns menu button you will need to create a new Campaign. Give the Campaign a name, select a folder to store the Campaign in and select a start date. When you select ‘Next’ you will then begin creating your Campaign Steps from the plan you have just written down.
For this example, each message is a step, giving your breakfast seminar Campaign a total of 5 steps: Step
Source
Trigger
Action
Timeframe
1
Against a database
None
Send Seminar invite email
8 weeks before event – which is 4 weeks from now
2
Against a database
Subscribe
Send Thank you email
Sent immediately upon registering – from email or web site
3
Message being sent - Thank you email
None
Send seminar reminder email
2 days before the seminar
4
Message being sent - Reminder email
None
Send SMS reminder
On the day of the seminar
5
Message being sent - Reminder email
None
Send thank you email
1 day after the seminar
Once you complete these steps you can set and forget your breakfast seminar communications. No need to worry about having to book calendar reminders for yourself to send seminar reminders, search for who has registered, or send follow up emails. All this can be done, in this example, 12 weeks before the seminar.
Effective Email Marketing Made Simple
Viewing the Map and Reports You will notice that the Campaigns module has 2 very handy inclusions. Firstly it will create a plain text overview of each step for you to review. For example, step 2 would read as follows: Step 2 “When a contact Subscribes to the Breakfast Seminar database, send the Registration Thank You Email to the Contact Immediately� You can also click on the [show] option and see all 5 text overviews of each step at once, edit the steps as required and print them out for further review. The 2nd handy inclusion is the creation of a Campaign map. You will be able to see what the Campaign looks like from a visual point of view.
The reports section also contains both of these inclusions with the addition of pop up statistics for each message. Ideal for giving the boss a presentation on how successful your Campaign was.
You can use the following template to create your own campaign steps. Step
Source
Trigger
Action
Timeframe
1
2
3
4
5
6
7
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Lifecycle Marketing Hospitality Example Restaurants, bars and hotels can benefit from using EzyMsg’s Lifecycle Marketing methodology to create deeper relationships with their customers. As the below example illustrates customers can be grouped into food or beverage preferences and then communicated to individually. The highlighted boxes outline the desired customer path and by using email and mobile messages customers only receive information that fits their profile. Intelligent targeting ensures minimum wastage and stretches pressured marketing budgets.
START Database A Seafood Lovers
It's Friday night and James and Katie are paying the bill at their favourite restaurant. The owner asks for email addresses and mobile phone numbers to let them know about promotions and special offers in the future
Database B Steak Lovers Restaurant's Central Database
Database C Pasta Lovers Database D Vegetarians Database E Families
The couple do the survey and from the results the restaurant learns that Katie loves seafood, James steak and they have 2 children
Message 3. A reminder SMS is sent on the day of the booking
Ongoing relevant communications
The couple agrees to give the restaurant their details
The couple don't agree to give their details
Message 1. One week later an automated email is sent from the restaurant asking a few short questions about customers menu preferences. Participation is encouraged with a 20% discount off their next meal
The restaurant tries again at their next visit with a special offer
Message 2. The following month the menu at the restaurant changes to include an Atlantic Salmon dish. Katie receives an email with a mouthwatering picture of the new dish. The couple reply back with a booking time
Message 3. The next day the couple receive an SMS thanking them for their continued patronage and to visit the restaurant's web site for a new automated booking service
The couple now use the booking form on the web site and they continue to frequent their favourite restaurant
Lifecycle Marketing Travel Example EzyMsg and the travel organisation work together to firstly segment the customer groups and then build the communication maps for each group. The strategic plan also includes actions to grow the client’s lists. In this case 1300 numbers were used to drive traffic to the companies website to capture details on three promotions A) Asia, B) America or C) Europe. The highlighted boxes indicate the desired customer path. The Invisible 6 Lifecycle Marketing methodology allows the travel company to cost effectively manage their digital media plan and increase the relevancy of their communications.
Database A. Asia Promotion Travel Company Central Database
START TV or Radio ad SMS the word “Asia� to 13---for more details
Message 2. The customer receives a reminder SMS from the travel agent on the day of the meeting
Opens email but doesn't accept invitation Doesn't open email
Database B. America Promotion Database C. Europe Promotion
Opens email and accepts invitation
Message 1. From the customer's SMS the system automatically sends a reply SMS asking for the customer to register at the web site. A customised email is then sent outlining exciting information on Asia and an offer to meet and further discuss their travel plans
Message 3. The travel agent emails the customer a draft itinerary for review
Message 4. Every second day for the next week the customer receives 'locals travel tips' matching her itinerary
Ongoing relevant communications
Alternative communication sent
Email is resent
Opens emails
Message 3. Two days later the customer receives an email with currency exchange and travel health information
Doesn't open email
Email is resent
Opens emails Doesn't open email
Message 8. The customer returns home and is sent an email making sure the trip was to her satisfaction
Message 5. Customer receives an email advising her travel documents are ready for collection
Opens emails
Email is resent
Message 7. An SMS is sent at every stage of the tour to ensure the customer arrives at the correct location at the correct time
Message 6. An SMS is sent to the client on the day of departure confirming flight and check-in times
Lifecycle Marketing Retail Example Using Google Adwords EzyMsg can assist a national jewellery chain to cost effectively drive traffic to their website where appropriate details are captured. Customer details are then automatically segmented based on the information they entered on the website. The below example follows a customer through the buying cycle when purchasing an engagement ring. The highlighted boxes identify the desired customer path where a series of relevant messages are sent, automating the sales process and establishing deeper customer relationships.
Database A. Diamonds
Message 1. From the Google ad the customer goes through to the Jewellers web site and views the online catalogue. He fills in a web form to receive further information on engagement rings. This triggered an automated email with a picture gallery of rings
Jeweller's Central Database
Opens email
Doesn't open email
Message 2. From the information on the original web form a message is sent highlighting the closest store to the customer
Email is resent
Database B. Gold Database C. Silver
Message 3. The next day the customer is sent a printable voucher offering 10% off selected engagement rings
Database D. Watches
Doesn't open email
Database Profile E. Birthdays and Anniversaries
Website: form
START
Customer opens email and prints out the offer
Message 4. The customer decides to go to the local jewellery store to view the ring selection. He finds the ring he likes and buys it. On the day of the purchase an automated email is sent with an offer for a free resize after the wedding proposal
Email is resent
Message 5. A personalised email is sent wishing the customer well from the jeweller
Opens emails
Doesn't open email
Message 3. Two days later the customer is sent an email outlining the jeweller's five year guarantee
Email is resent
Adwords When the customer comes in to pick up the resized ring the jeweller adds the couple to the 'Birthday and Anniversary' database
An SMS is sent to the customer when the ring is ready to be picked up
The customer's girlfriend says yes to the wedding proposal! The couple come in for the free resize
Opens emails
Lifecycle Marketing Government Example EzyMsg can assist government departments have more regular dialog with the voting public. In the below case important water restriction information can be delivered electronically and customers can access information at any time, day or night. The highlighted boxes outline the desired path of the customer group. The series of targeted messages keep customers up-to-date and can substantially reduce advertising costs.
Database A. Water Restrictions Newsletter Water Commission's Central Database
Message 1. A young Mother is interested in the latest water restriction and what they mean for her family so she clicks on a Water Commission banner that takes her through to their web site. She fills in the web form and receives the latest newsletter
Opens email
Message 2. Two days later the customer receives an email with a special water tank offer
Doesn’t opens email
Alternative communication sent after two weeks
Database B. Pool Owners Message 3. One week later the customer received an email with a breakdown of her families water usage over the last three months, benchmarked against her neighbourhood
Database C. Industry Database D. Media Releases
Doesn’t opens email
START
Message 3. One week later the customer receives an email asking if she would like a Home WaterWise evaluation - customer accepts the offer and clicks a check box with an appropriate time
Opens email
Message 4. A reminder SMS is sent to the customer on the day of the evaluation
Email is resent
Message 5. After the WaterWise evaluation the customer receives an email with a full report
Website: form Ongoing relevant communications
As a result of the evaluation the family purchase $400 worth of water saving devices