Marketing Campaign Management
The PrimeAgile™ Marketing Campaign Management Application module can be used as a standalone module to manage marketing campaigns or combined with other modules.
As a standalone Marketing Campaign Management tool, PrimeAgile Marketing Campaign Manager allows users to create campaigns that include mail, phone, in-person visit, and e-mail actions within the campaign to reach out to targeted clients.
The Campaign Manager can use an imported list, existing lead or client list, or can use new leads entered through a form.
The Contact Us and other form builder modules in fact are using the Marketing Campaign Manager if an action is required on completion of the form. When a Contact Us form is completed, a precreated Campaign is initiated. This could then notify a sales person that someone filled out the form, and notify the person who filled it out exactly who will be getting back to them. It can also follow up to make sure that the person was actually called or their issue handled.
Marketing Campaign Elements
Each marketing campaign has the following elements:
A Business Space - Which company has created and is using the marketing campaign.
Campaign name - The name of the campaign to distinguish it from other campaigns
Campaign Team List - This is a list of users who have some particular role within the campaign. It could be a campaign manager, analyst, artist, sales person, operator who is working on the campaign by adding contacts and initiating new campaign instances.
Campaign Type - This is the type of marketing campaign. It can be an inbound or outbound campaign. As of version 1.0 the campaign type is used to determine how e-mail and leads are distributed and processed by the server, however, this may be deprecated in future versions allowing this to be set via the distribution method setting.
Campaign Marketing Story - This is a paragraph or two explaining what the campaign is about.
Campaign Goals - This is a list of what should be accomplished during the campaign and is the criteria that will be used to measure the degree of success or failure of the campaign. An example might be to add 20 new partners during the campaign. The goals compared to the cost helps determine the potential ROI or value of the campaign vs the cost.
Estimated Cost - This is the estimated cost for the campaign at campaign start. In some cases, like a contact us form on a website, the cost is unknown because it is an ongoing call to action on the website. SEO or marketing activities done to drive traffic to the site could be considered costs, though the value of those costs may be beyond just having someone fill out the contact us, registration, or other form.
Start Date - This is the date the campaign will start. The campaign cannot be used prior to this date
End Date - This is the date the campaign should end. It is important for each campaign to have an end date so that an evaluation can be done and new campaigns created based on results.
Default Mail Profile List - The default mail profile list is a list of e-mail profiles - associated with maiil accounts, that can be used to send out campaign related e-mails. Currently each e-mail that is sent out from a campaign will use the same e-mail address that was used when initiating the campaign instance. Any number of e-mail addresses can be made available to the campaign. The campaing can be sent rount robin through a list of sales people, or can be sent by different sales people based on region, topic or some other parameter. More information about the email profiles can be found in the mail documentation.
Each campaign has multiple campaign sets. Which campaign set is used depends on the parameters passed to the campaign. These campaign sets can be used to target different geographical locations, or any other client, lead demographics, or information.
Campaign Set Parameters - The parameters that determine which campaign set will be initiated when the initiate campaign action is fired.
Campaign Set Threads - Campaign set threads allow A/B type testing. Distribution is equal among the threads and the success of one thread over another can be measured. One thread may be 1 e-mail followed by a phone call in five days, a second thread may be 1 e-mail and a postcard on the same day followed by a second in mail in four days and a call on the fifth day. When the campaign is ended, the success of the threads can be checked and adjustments made for future campaigns.
Thread Items - Thread items are the events that happen during the campaign and when they happen. Thread items have:
- A thread item type - e-mail, phone call, text message, postal mail, visit
- A description - what the thread item is doing
- A sequence - determines the order of the thread items.
- A delay time - after one thread item completes, the next thread item will fire after this delay time has passed
Each thread item has an Email token, dialog token, or Marketing Item.
If it is an e-mail the email token consists of a token name, email subject and email body. The subject and body have variables that can be filled in like a mail merge with information from the account record. A dialog token is the same way with the phone dialog or in person visit dialog that should take place per the campaign schedule. If a marketing piece should be mailed, then the marketing piece would be indicated instead of a token.
When initiating a campaign thread, the initial email token can be customized and changed in its entirety if desired.