1. Marketing automation Thanks… this session is about the MA module in EN
This is a more practical session - Mostly concentrating on the software but with some examples
There is a strategic session this afternoon if you want to get some great ideas of how to use it.

2. Outline What is Marketing Automation and when to use it
Setting up an automation strategy
Types of automations available and what to use
Examples & demonstrations
Reporting
Tips and troubleshooting
Some tips so you can get the most out of the tool

3. What is Marketing Automation?
In EN, MA is a way to set up a sequence of s
You have a start and a finish, so supporters enter the automation according to some criteria you set
Then they leave the automation at the end, or if they unsubscribe or if they reach the objective
An automation consists of a sequence of s
With preset delays in between, called Waits
You can also have If blocks, then can send supporters down differenet paths depending on how they respond to the you have sent

4. Why Marketing Automation?
Traditional campaigns are static
Marketing automation is dynamic
Defined sequence of pre-set s
Behavioural segmentation
Checks for matching supporters daily
Reduce the workload of manual sending
Traditional campaigns talk to everyone the same no matter how they behave
EMA allows you to pre-build communications that depend on scenarios as they change over time
Behavioural segmentation means you can pre-build responses for every scenario
Workload - Repetitive tasks of data selection, creating and sending s

5. But… Engaging & relevant content Test your audience Begin simple
Marketing automation is a tool. It can be as harmful as it can be helpful
Begin with a good strategy
What do you want to achieve? activism / lead conversion / re-engagement / fundraising
How is your data going to be structured? new supporters / imported / existing / profile
Are you correctly recording supporters’ activity for decision branches?
How will people leave the automation?
Engaging & relevant content
Test your audience
Begin simple
Marketing automation is a tool which can be as harmful as it can be helpful
without the proper planning, it can amplify the issues you already have
Define a good strategy
What do you want to achieve?
How is your data going to be structured? – importing? Tagging? New supporters or existing?
How will they leave – unsubscribe, opt-in

6. What automation types are there?

7. General (automation profile)
What automation is appropriate?
Example task
Example automation
Offline imported
New to First Action
Newsletter sign-up
General (automation profile)
Acquisition campaign
New to Donor
Sunset
Reactivate donors
Birthday
Birthday message
Recurring card donor
Card Expiry
Imported supporters from an event
Reactivation – were a donor but having given money for a year
Reactivation – not responded to s

8. ? Segregating supporters in automations Check your account preferences
Prioritise
Supporters could match more than one automation, or another standard campaign, at once. So there are tools to prioritise where they should be
Prioritize triggers (if checked, supporters can only be on one trigger at a time) - It is recommended that you tick this option so that supporters don't get ed multiple automations. If this is ticked, you can also prioritise your automations
Cancel pending when trigger is inactivated - If this is checked then when you Stop an automation, any upcoming s are removed from the queue, otherwise they will receive any triggered s (but nothing from then on)
Include supporters, active in journeys, to all outbound broadcasts - If this is checked then supporters in automations are eligible to receive s from  Campaigns in addition to automations ?

9. Real-life example Compassion in World Farming
Care2 acquisition campaign
Around 11,000 supporters
That all sounds fine, but the marketing manager who owns the campaign has asked if you could leave out the donation value.  Comment wise, not much. We realised part way through that there was a problem with the way we had set it up. The first in the campaign (New Care2 supporters August 2017) mainly linked to our factory farmed map, which was not actually an action page, but had links to a related action. This action was linked to from the , but low down and wasn’t really what we were pushing. However the rule was set up so that the second sent would depend on whether supporters had converted from the first , and most of the people who did, did so via the map page, so were not recorded as having completed it. I appreciate that this was an error our side, so not really anything to do with functionality.  Although what I would say, is that it would be useful to have the option of saying “if a supporter has taken this action…” rather than/in addition to “if converted”, as I’m sure we can’t be the only people who link to static pages.  From a reporting point of view, it would be good if there was more flexibility. From what I can see, the only report you can generate is a full list of people with a line per sent. I would find it more useful to have some way of identifying these people in the query builder for data exports. There’s a “triggers” section in the query builder, but this only seems to relate to welcome sequences in the legacy tools, and you cannot find the s in the section of query builder, so unless they are marked in some way by us or we use the profile, we cannot export them. And even if we export them using the profile, we cannot include the data from the s, as the s are not there to select.  I also don’t think interaction shows up on the supporter’s record, although if they take an action, that does.  On another note, I now can’t remember whether people in sequences are excluded from normal broadcasts. I know this wasn’t part of the functionality, so I requested it, but I cannot remember now whether that happened, and for some reason, the automation section of Supportal requires me to have an account (but not my EN account), which I have now applied for, but need to have confirmation for it, so I can’t look this up.  Many thanks,  Kate

10. CIWF selection Sends a series of emails
Uses a marketing automation profile that selects imported supporters
Includes opt-in list
Excludes donors

11. CIWF workflow
That all sounds fine, but the marketing manager who owns the campaign has asked if you could leave out the donation value.  Comment wise, not much. We realised part way through that there was a problem with the way we had set it up. The first in the campaign (New Care2 supporters August 2017) mainly linked to our factory farmed map, which was not actually an action page, but had links to a related action. This action was linked to from the , but low down and wasn’t really what we were pushing. However the rule was set up so that the second sent would depend on whether supporters had converted from the first , and most of the people who did, did so via the map page, so were not recorded as having completed it. I appreciate that this was an error our side, so not really anything to do with functionality.  Although what I would say, is that it would be useful to have the option of saying “if a supporter has taken this action…” rather than/in addition to “if converted”, as I’m sure we can’t be the only people who link to static pages.  From a reporting point of view, it would be good if there was more flexibility. From what I can see, the only report you can generate is a full list of people with a line per sent. I would find it more useful to have some way of identifying these people in the query builder for data exports. There’s a “triggers” section in the query builder, but this only seems to relate to welcome sequences in the legacy tools, and you cannot find the s in the section of query builder, so unless they are marked in some way by us or we use the profile, we cannot export them. And even if we export them using the profile, we cannot include the data from the s, as the s are not there to select.  I also don’t think interaction shows up on the supporter’s record, although if they take an action, that does.  On another note, I now can’t remember whether people in sequences are excluded from normal broadcasts. I know this wasn’t part of the functionality, so I requested it, but I cannot remember now whether that happened, and for some reason, the automation section of Supportal requires me to have an account (but not my EN account), which I have now applied for, but need to have confirmation for it, so I can’t look this up.  Many thanks,  Kate ?

12. Into the software… We’ll make a new automation
It’ll be for new supporters that we’ll be importing
The objective is to get them to donate
Create a new automation
Objective= new to donate
Selection: Optin // Import tag = ABC123 // Exclude optin
Explain why we are excluding optin -
Build: >> wait >> welcome >> wait >> donate >> wait >> (if donate >> end, if sent (unopened) >> wait >> >> loop to donate)
Explain wait while we are doing it
Launch

13. Reporting Quick reports Report export
Who is in the automation and where?
Query builder integration
Who is in automation – show example (maybe run some a couple days before)
New!
New!

14. Tips & troubleshooting

15. How selecting works All criteria checked for entry into automation
Only the exclusion criteria is checked per send

16. Tips Exclude the opt-in (=N) Create a new profile each time
Import data after you launch the automation
New supporters are only new once
Test your query before launching
Keep an eye on the automation after launch

17. ? Lower than expected numbers?
Profiles do not run until you launch the automation
Is your query right?
Prioritisation can exclude supporters from an automation
Automation timing & profile timing
Automations remember who was rejected – they cannot re-enter
Be wary when editing live automations’ selections
Main campaign s showing less? They could be in an automation
Be wary of editing live automations. Do not swap a profile once live ?

18. Coming up in future releases
Redirect to another workflow
Memberships (new, expiring etc)
Marketing automation data in supporter lookup

19. More information 
 support.engagingnetworks.net
 engagingnetworks.academy 
 #ENCCUK18
3.35pm today (Salt and Pepper, 1st floor) Build long-term relationships with Marketing Automation