MailPlus Mailing Manager Expansion. Fixed date trigger. The bounce trigger. September 2017 Release. Campaign stap Retarget not opened

Transcription

1 September 2017 Release MailPlus Mailing Manager Expansion Send automated s to non-openers Fixed date trigger Start a campaign for an target audience on a specific day The bounce trigger Automated follow-up on bounced s Campaign stap Retarget not opened Better campaign message impact Campaign step Retarget not clicked Increase the conversion rate of your campaigns

2 Starting today, the new version of MailPlus is available to you. In this version the Mailing Manager has been expanded and we have added several new campaign triggers and steps to the Campaign Manager. Expansion of the Campaign Manager The Campaign Manager has been expanded with the following triggers and steps: Fixed date trigger Bounce trigger Campaign step Retarget not opened Campaign step Retarget not clicked What does this mean? Read more about this release in the upcoming pages. 1

3 Expansion of the MailPlus Mailing Manager * Send an automated to non-openers As a marketer you spend most of your time coming up with and creating messages. On average, only 30 to 40% of recipients open an . Because you have spent a lot of time composing the , it would be a shame not to resend it. With the Mailing Manager expansion the target audience of nonopeners is directly available when you schedule the mailing. It has been made that simple to retarget this target audience. Using this option you can easily increase the impact of your message. How does it work in MailPlus? Scheduling a mailing for non-openers works the same way as scheduling a regular mailing in the Mailing Manager. The only difference is that when you are defining your target group in Step 2, you can now select, in addition to Group and Temporary list, the option Mailing not opened. When you select the option Mailing not opened, an overview of previously sent mailings will appear. * Franchise excluded 2

4 In the next step an overview of the number of contacts that have not opened your previous mailing is displayed. Is the data correct? Then you can select a message in step 3 in the Message Centre. This can be the same message as the original one. It is also advisable to send a different message to the non-openers. For example, you could customize the subject line and snippet to see how this affects your opening ratio. 3

5 Tip Curious which parts you can edit to improve your opening ratio? Download our handout (in Dutch) and receive it directly to your mailbox 4

6 Fixed date trigger * Start a campaign on a specific date Let s say you want a MailPlus campaign to start on a specific date for a specific group of contacts. Earlier, a contact would only be added to an automated campaign when an event took place related to this contact. For instance, if the contact filled in a form or clicked a specific link in an . With the new Fixed date trigger, our software makes it even easier for you to set up an event-driven multi-step campaign. Ideal for marketers who would like to create a campaign related to an event. You can also easily add the invitation to your campaign. This trigger is particularly suitable for a lead-nurturing campaign following a trade fair. How to set it up in MailPlus? You can find the new Fixed date trigger in the trigger overview of your MailPlus Campaign Manager. * Marcom Mailer and ecom Business excluded 5

7 In the trigger settings you can specify at which moment in the future the campaign should start. To specify a target group, select a target group from the List Manager. The pop-up shows you the current number of contacts. Considering the target audiences are dynamically based on a couple of selection criteria, they are determined at the moment when the campaign is triggered 6

8 Good to know The moment the campaign starts is the only time a contact is added to the campaign, with the precondition the contact belongs to the previously determined target audience. If you want to add contacts to the campaign after the campaign has started, there are two different ways to accomplish this. You can set up a new campaign with this trigger or you can adjust a trigger in an existing campaign for a specific target audience that contains the contacts you wish to add. You could also specify within the campaign that each contact can be added to the campaign only once. This way you prevent a contact from receiving the same twice. 7

9 The bounce-trigger * Automated follow-up on bounces Unfortunately every marketer is confronted with bounced s: s that are not delivered because the address is incorrect (hard bounces), when a recipient s inbox is full or the receiving server is temporarily unresponsive (soft bounce). We recommend that you check your bounces after every mailing. This way you keep your list clean and up-to-date. In addition, following up on bounces brings you new opportunities. The new bounce trigger in MailPlus simplifies the follow-up process. If you add this useful trigger to a campaign, the campaign will be activated automatically when an is bounced. Without using a connection to your CRM system, but instead using a simple notification in your mailbox, you can directly access all the information needed to follow up on the bounce. How to set it up in MailPlus? When you are configuring a new campaign, select the Bounce-trigger. * Marcom Mailer and ecom Business excluded 8

10 A contact is added to the campaign when their server is unresponsive and this results in: 1. a hard bounce 2. or 4 consecutive soft bounces This includes all s that are sent within MailPlus. This could be a (bulk) mailing from within the Mailing Manager or an from an automated campaign. Obviously it makes no sense to add a step in this campaign where the contact receives an , because you know in advance that the won t be delivered. Therefore it is better to use the campaign step Send notification. Do you have your contact s mobile phone number on file? You could send an automated SMS message, to encourage your contact to update their address. The follow-up on bounces gives you new opportunities Following up on bounces gives you a number of benefits. Not only can you keep your database (CRM system) clean by deleting the address or correcting a typo, but following up on bounces can also offer several opportunities. In B2B, contacts often change employers. In that case, you would want to get in touch with their replacement as soon as possible to secure the client. Making a call to the old contact could also present itself as an opportunity and their new employer could become one of your clients. That is how following up on bounces can help you keep your old clients and gain new ones. Send the notification directly to the account manager so that they can promptly contact the company. Do you have several account managers? By configuring a target audience filter for each notification step, you can easily send the bounce notification to the correct account manager. 9

11 Definition bounces in MailPlus Hard bounce that cannot be delivered for a permanent reason. This could occur if the address that is used is incorrect. A hard bounce within the List Manager means that the address is automatically transferred to the inactive list, to prevent more s being sent to that address. Soft bounce This also means the could not be delivered. The main difference between a hard and a soft bounce is that the soft bounce has a temporary reason. For instance, a full mailbox or a (temporarily) unresponsive server can cause problems with the delivery of your . The problems could be resolved when you send out another mailing. That is why MailPlus adds the address to new mailing lists 4 more times. 10

12 Campaign step Retarget not opened * Enhance the impact of your campaign message When you have put a lot of time and effort into setting up your message, it is a shame if the recipient does not see or read your message. Unfortunately, on average, 65% of marketing s remain unopened. With the campaign step Retarget not opened you can automatically send the same or a new message to all the contacts that have not opened a previous within your campaign. In this way you can bring your message to the attention of your contacts one more time and increase the impact of your message. How to set it up in MailPlus? In the steps overview inside the Campaign Manager you can find the new Campaign step Retarget not opened. Select the campaign message from the same campaign where you would like to add the new message. After that, select the message that you would like to send to the non-openers. * Marcom Mailer and ecom Business excluded 11

13 You can send out the same or a different message. Another subject line and snippet could possibly persuade the recipient to open the message. Finally, you can decide when the new message is sent. Keeping a time period of a couple of days between sending the original and the new message is advised. In this way you give the receiving party some time to open the original . 12

14 Campaign step Retarget not clicked * Increase the conversion of your marketing campaign Your campaign is running and the first campaign message has been sent. Approximately 40% of the recipients will open the message. But then the first obstacle appears. Are they clicking through? If this is not the case, you now have the possibility to send an automated new message to the non-clickers. With the new campaign step Retarget not clicked you can make sure that a certain message the same or a different one is automatically sent to these contacts. How to set it up in MailPlus? When configuring the campaign step Retarget not clicked,you can select a message that has been previously sent within the same MailPlus campaign. Then you can choose any other message from the Message Centre that you would wish to send to the non-clickers. * Marcom Mailer and ecom Business excluded 13

15 Just as with the campaign step Retarget not opened, it is advisable to keep a time period of a couple of days before this campaign step is triggered. In this way your recipient still has the opportunity to click through in the original message. Good to know Non-clickers include all recipients who have not clicked through on the original, delivered campaign message, whether they have opened it or not. Bounces are kept out of this selection. 14

16 Tip Combine the campaign steps Retarget not opened and Retarget not clicked in a campaign that has a fixed date trigger for an even better campaign setup. 15

17 Boris Pasternaklaan DA Zoetermeer The Netherlands T: (+31)