Campaign Library Pack

The Campaign Library Pack includes seven general-purpose email campaigns that work for most industries, each built as an Act-On automated program with two landing pages. This article explains what to gather, build, and review before you launch each one.

Using a Campaign from the Campaign Library

The Campaign Library holds ready-made campaigns for general-purpose marketing. Installing a campaign adds all of its assets to your Act-On account so you can customize them and launch.

Before you begin: Installing a campaign doesn’t send anything. Programs arrive paused or in draft, and emails and landing pages arrive as drafts. Nothing goes out until you finish setup and start the program yourself.

To install a campaign:

1. Open the Campaign Library. In the left menu, go to Automation > Campaign Library.
2. Browse the campaigns. Each card shows the campaign name, a short goal, its lifecycle stage (such as Onboard, Consider, Retention, or Habitual Use), and a summary of what’s included, such as “5 Emails, 1 Automated Program, 1 Segment Definition.”
3. Select Explore campaign on the card you want to review.
4. Review the campaign details. The details panel shows:
   1. Description: What the campaign does and who it’s for.
   2. Content dependencies: What you’ll need to supply, such as your logo and brand guidelines, app store links, customer quotes, or program terms.
   3. Data dependencies: The contact data the campaign relies on, such as customer acquisition date or eStatement sign-up status. Confirm this data is in Act-On before you install.
   4. This campaign includes: Every asset that will be added, grouped by type: email templates, landing page templates, forms, segment definitions, and automated programs.
5. Select Next to continue, or Cancel to go back to the library.
6. Name the campaign according to your standard naming convention. (Best Practice: Include the month and year. 
7. Find your installed assets. The emails, landing pages, forms, segments, and program now appear in your account under their usual sections.

After you install:

1. Find the campaign you’ve selected in this document and work through the setup steps for the campaign you installed. 
2. Review the emails by accessing them from the Automated Program. 
   1. Replace bracketed placeholders and modify the copy to fit your brand voice. 
   2. Add links and images, 
   3. Set your own sender on every email.
3. Review and publish the landing pages. Add images and replace bracketed placeholders. Modify the copy to fit your brand voice. 
4. Edit the entry audience. More information on how to modify segments can be found here. 
5. Send test emails to a seed list.
6. Review the Automated Program before you start it.
   1. Add any exits you need. The programs have no exit conditions and don't allow re-entry.
   2. Check the schedule. The programs run daily at 8:00 AM Pacific, so Day 0 emails go out at the next run. Adjust the time zone and waits to fit your audience.

Common Setup for Each Campaign

These setup steps apply to every campaign in the pack.

Brand and sender details

1. Replace [COMPANY_NAME] and [PRODUCT_NAME] everywhere they appear.
2. Set your own sender on every email. The emails come with a sample sender.
3. Fill in the signature. Campaigns use different placeholders to suggest the appropriate name, such as [SIGNATURE_NAME], [SENDER_NAME], and [CUSTOMER_SUCCESS_CONTACT_NAME], and some emails have no signature at all.
4. Add your logo and hero images. Every email and landing page contains placeholder images, one of which reads "Your Logo Here." Replace [HERO_IMAGE_ALT] in the emails, and add alt text to the landing page images, which have none.
5. Add a real URL to every button. Each email has one button, and every button links to example.com. Link placeholders in the text, such as [LINK], [JOIN_LINK], and [REFERRAL_LINK], are plain text, so turn them into links.
6. Review the landing page URLs and update according to your standard format. Link the emails to their landing pages or appropriate web pages. No email links to its destination yet.
7. Edit the footer in the email to include your opt-out link and other information. You can replace it entirely with your default footer.
8. Edit the footer to each landing page with your address and a privacy link.

Personalization

Greetings already use Act-On's First Name field with "there" as the fallback, while subject lines fall back to "friend." Pick one fallback and use it everywhere. 

1. Replace values that change for each contact with contact fields or merge tags. Typed-in text shows the same value to everyone.
2. Everyone sees the same landing page.
3. Send a test to a seed list and check for any visible bracket text.

Before you launch: items that take extra time

These items need more than a quick fill-in. Start on them early.

• Entry audiences (all campaigns): Replace each stand-in segment with your real trigger.
• Placeholder images and links (all campaigns): Every email and landing page needs real images and button links.
• Forms (Campaigns 1, 2, 4, and 5): Modify the preference and webinar registration forms. Identify the forms you want to target with the Form Abandonment campaign, 
• Referral program (Campaign 7): Needs an entry audience, a referral-completed segment, and per-customer referral links.
• Per-customer data (Campaigns 3, 6, and 7): Usage, renewal, and referral details need contact fields.
• Customer quotes (Campaign 1): Use real quotes with written consent.

Campaign Specific Setup

Optional: Add SMS messages

Below you'll find suggested text messages for each campaign that pair with its emails. They follow up on an email, remind people about a deadline, or point them to a landing page. The texts aren't built into the campaign's program, so you choose which ones to use and add them in Act-On's SMS tools.

Every text is written to fit in a single message (160 characters or fewer), includes your company name, and ends with "Reply STOP to opt out." Before you send, fill in the bracketed placeholders and check that each text still fits. Send texts only to contacts who have agreed to receive them, and have your compliance team review any text that mentions rates, fees, or offers.