Replacing Existing Nurture Campaign While Trying to be Non-Disruptive

• 

  Tod Cordill

  • June 28, 2019 19:45
  Both those options will work.
  
  
  If you're using a drip campaign where the contact gets all the emails in the sequence, a third option is to:
  
  

  1. Create the new automated program. 
  2. Create segments on the list(s) used in your initial program that indicate which emails have been sent. This is the trickiest part. You can figure out which emails the contact received by the date the contact entered the program. (There may be other ways to achieve this.)
  3. Add each of these segments to the Lists and Segments tab in your program.
  4. In the new program put a series of branches, one for each email in the initial campaign. Have the criteria for each branch be 'if prospect is in' one of the segments created in step 2. 
     
     

  
  Once the program is started all the contacts from the initial program will immediately be branched out to the correct position in the new program. Once this is done you can remove all the branch statements to clean up your program.
  
  Depending on what you need to achieve you could simplify the segmentation in step #2 above. Instead of a segment for each email in the initial campaign make 2 - 4 segments, or whatever works for you, for when contacts entered the initial program. Branch each of these segments to an appropriate place in the new program. This may or may not be granular enough for your needs. 
  
  Feel free to ask me questions if this seems like it might work but I haven't explained it clearly.
  
  ​
  
  ------------------------------
  Tod Cordill
  Moderno Strategies
  tod@modernostrategies.com
  ------------------------------
  -------------------------------------------
  Original Message:
  Sent: 05-01-2018 17:42
  From: Tom Richards
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Hello!
  
  We have an existing 11 part nurture campaign that runs well, but we are going to replace all of it with a 20 part campaign. I am hoping to do this in the most non-disruptive way possible, which includes getting people the right emails and preserving as much data as possible. I would love some tips from experience.
  
  Some of the ways I could quickly think of (for better or worse)
  
  Replace the content of the existing emails in the existing campaign (cut and paste html, etc.) and then add 9 more emails.
  Pros- Things will just continue to run
  Cons- Harder (although now impossible) to distinguish data from old to new content for the first 11 emails.
  
  Let the current 11 part nurture campaign run its course while not letting new people in. Build new 20 part campaign.
  Pros- Data may be more pure
  Cons- Exposing people to older content.
  - Creating a 2nd bucket of Nurture contacts to pour into 2nd campaign. Now there's 2 lists to check against for sales purposes, etc.
  
  What do y'all think?
  
  ------------------------------
  Tom Richards
  Wonderlic, Inc.
  ------------------------------
  
  0
• 

  Tom Richards

  • June 28, 2019 19:45
  Thanks, Tod!
  
  I do have questions, though, as I certainly don't know how to do everything in ActOn. I may be over-thinking some things, too.
  
  2. Create segment based on when they entered the program- In Manage Segment I can use Behavior to determine a lot of things, but I don't see a ton of specifics. If I use 'Entered Programs' or 'Was sent messages' I can't pick which Program or which messages, which is important, as I have a lot running.
  
  I guess the long way to do it is to use the reporting to grab the latest recipients at the last stages and create lists from those.
  
  As for the old program, I will assume that I could just shut it off or have Branches at each email where the contact is Exited after the last send.
  
  ------------------------------
  Tom Richards
  Wonderlic, Inc.
  ------------------------------
  -------------------------------------------
  Original Message:
  Sent: 05-08-2018 02:40
  From: Tod Cordill
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Both those options will work.
  
  
  If you're using a drip campaign where the contact gets all the emails in the sequence, a third option is to:
  
  

  1. Create the new automated program. 
  2. Create segments on the list(s) used in your initial program that indicate which emails have been sent. This is the trickiest part. You can figure out which emails the contact received by the date the contact entered the program. (There may be other ways to achieve this.)
  3. Add each of these segments to the Lists and Segments tab in your program.
  4. In the new program put a series of branches, one for each email in the initial campaign. Have the criteria for each branch be 'if prospect is in' one of the segments created in step 2.
     
     

  
  Once the program is started all the contacts from the initial program will immediately be branched out to the correct position in the new program. Once this is done you can remove all the branch statements to clean up your program.
  
  Depending on what you need to achieve you could simplify the segmentation in step #2 above. Instead of a segment for each email in the initial campaign make 2 - 4 segments, or whatever works for you, for when contacts entered the initial program. Branch each of these segments to an appropriate place in the new program. This may or may not be granular enough for your needs.
  
  Feel free to ask me questions if this seems like it might work but I haven't explained it clearly.
  
  ​
  
  ------------------------------
  Tod Cordill
  Moderno Strategies
  tod@modernostrategies.com
  ------------------------------
  
  Original Message:
  Sent: 05-01-2018 17:42
  From: Tom Richards
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Hello!
  
  We have an existing 11 part nurture campaign that runs well, but we are going to replace all of it with a 20 part campaign. I am hoping to do this in the most non-disruptive way possible, which includes getting people the right emails and preserving as much data as possible. I would love some tips from experience.
  
  Some of the ways I could quickly think of (for better or worse)
  
  Replace the content of the existing emails in the existing campaign (cut and paste html, etc.) and then add 9 more emails.
  Pros- Things will just continue to run
  Cons- Harder (although now impossible) to distinguish data from old to new content for the first 11 emails.
  
  Let the current 11 part nurture campaign run its course while not letting new people in. Build new 20 part campaign.
  Pros- Data may be more pure
  Cons- Exposing people to older content.
  - Creating a 2nd bucket of Nurture contacts to pour into 2nd campaign. Now there's 2 lists to check against for sales purposes, etc.
  
  What do y'all think?
  
  ------------------------------
  Tom Richards
  Wonderlic, Inc.
  ------------------------------
  
  0
• 

  John Donald

  • June 28, 2019 19:45
  If you are keeping the emails you already have but just want to increase the number sent you could copy each one and change the subject line then insert branches for people who didn't open 1A to be sent 1B, etc, This would extend an 11 week program to 22 weeks.
  
  ------------------------------
  John Donald
  Manager, Sales & Marketing Automation
  Designs for Health
  ------------------------------
  -------------------------------------------
  Original Message:
  Sent: 05-08-2018 02:40
  From: Tod Cordill
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Both those options will work.
  
  
  If you're using a drip campaign where the contact gets all the emails in the sequence, a third option is to:
  
  

  1. Create the new automated program. 
  2. Create segments on the list(s) used in your initial program that indicate which emails have been sent. This is the trickiest part. You can figure out which emails the contact received by the date the contact entered the program. (There may be other ways to achieve this.)
  3. Add each of these segments to the Lists and Segments tab in your program.
  4. In the new program put a series of branches, one for each email in the initial campaign. Have the criteria for each branch be 'if prospect is in' one of the segments created in step 2.
     
     

  
  Once the program is started all the contacts from the initial program will immediately be branched out to the correct position in the new program. Once this is done you can remove all the branch statements to clean up your program.
  
  Depending on what you need to achieve you could simplify the segmentation in step #2 above. Instead of a segment for each email in the initial campaign make 2 - 4 segments, or whatever works for you, for when contacts entered the initial program. Branch each of these segments to an appropriate place in the new program. This may or may not be granular enough for your needs.
  
  Feel free to ask me questions if this seems like it might work but I haven't explained it clearly.
  
  ​
  
  ------------------------------
  Tod Cordill
  Moderno Strategies
  tod@modernostrategies.com
  ------------------------------
  
  Original Message:
  Sent: 05-01-2018 17:42
  From: Tom Richards
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Hello!
  
  We have an existing 11 part nurture campaign that runs well, but we are going to replace all of it with a 20 part campaign. I am hoping to do this in the most non-disruptive way possible, which includes getting people the right emails and preserving as much data as possible. I would love some tips from experience.
  
  Some of the ways I could quickly think of (for better or worse)
  
  Replace the content of the existing emails in the existing campaign (cut and paste html, etc.) and then add 9 more emails.
  Pros- Things will just continue to run
  Cons- Harder (although now impossible) to distinguish data from old to new content for the first 11 emails.
  
  Let the current 11 part nurture campaign run its course while not letting new people in. Build new 20 part campaign.
  Pros- Data may be more pure
  Cons- Exposing people to older content.
  - Creating a 2nd bucket of Nurture contacts to pour into 2nd campaign. Now there's 2 lists to check against for sales purposes, etc.
  
  What do y'all think?
  
  ------------------------------
  Tom Richards
  Wonderlic, Inc.
  ------------------------------
  
  0
• 

  Tod Cordill

  • June 28, 2019 19:45
  Tom,
  
  Regarding creating the segment, now easy it is or isn't depends on how you created the segment of contacts that entered your automation program. We typically use lists that are a segment of CRM 'All Contacts' or 'All Leads' and it is pretty easy to segment it further based on dates. 
  
  I'd have to see how you've created your segments.to have any other ideas.
  
  You could let the old program run its course and put people that exit the program into the new program at some step.
  
  Another option is to add a field to your program Source List(s) and use a series of Change Contact Field Value steps in your old program to identify where each contact is in the program.
  
  

  1. Add the new field in your Source List(s)
  2. Turn off the old program.
  3. Add the Change Contact Field Value after each wait state. Set the value in each to identify where the contact is in the old program.
     
     
     
     
  4. Delete all the emails from the old program.
  5. With the original program running, step through all the wait states to set the value in the new field. Start at the end and work your way backwards so you don't overwrite the field you created by stepping contacts through the program. Here's where you manually step people through the program.
     
     
     
     
  6. Create a segment in the program Source List(s) for each value of the field you created.
     
     In the new program...
     
     
  7. Add the Source List(s) to the new program. Add all the segments you created in 6 in the Lists & Segments tab.
  8. In the new program put a branch at the beginning of the program. Branch based on If Prospect Is In and select one of the segments you created. Branch to the appropriate place in the new program. 
  9. Repeat step 8 for each segment you created.
  10. Start the new program.
      
      The contacts from the original program Source List(s) will branch to the desired locations in the new program. 
      
      
  11. Once this is done, you can remove all the branches you created at the beginning since they were there for the initial contact migration.

  
  This seems like a lot to do. Once you understand it you'll find it's mostly busy work and should only take an hour or two. 
  ​
  
  ------------------------------
  Tod Cordill
  Moderno Strategies
  tod@modernostrategies.com
  ------------------------------
  -------------------------------------------
  Original Message:
  Sent: 05-08-2018 10:57
  From: Tom Richards
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Thanks, Tod!
  
  I do have questions, though, as I certainly don't know how to do everything in ActOn. I may be over-thinking some things, too.
  
  2. Create segment based on when they entered the program- In Manage Segment I can use Behavior to determine a lot of things, but I don't see a ton of specifics. If I use 'Entered Programs' or 'Was sent messages' I can't pick which Program or which messages, which is important, as I have a lot running.
  
  I guess the long way to do it is to use the reporting to grab the latest recipients at the last stages and create lists from those.
  
  As for the old program, I will assume that I could just shut it off or have Branches at each email where the contact is Exited after the last send.
  
  ------------------------------
  Tom Richards
  Wonderlic, Inc.
  ------------------------------
  
  Original Message:
  Sent: 05-08-2018 02:40
  From: Tod Cordill
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Both those options will work.
  
  
  If you're using a drip campaign where the contact gets all the emails in the sequence, a third option is to:
  
  

  1. Create the new automated program. 
  2. Create segments on the list(s) used in your initial program that indicate which emails have been sent. This is the trickiest part. You can figure out which emails the contact received by the date the contact entered the program. (There may be other ways to achieve this.)
  3. Add each of these segments to the Lists and Segments tab in your program.
  4. In the new program put a series of branches, one for each email in the initial campaign. Have the criteria for each branch be 'if prospect is in' one of the segments created in step 2.
     
     

  
  Once the program is started all the contacts from the initial program will immediately be branched out to the correct position in the new program. Once this is done you can remove all the branch statements to clean up your program.
  
  Depending on what you need to achieve you could simplify the segmentation in step #2 above. Instead of a segment for each email in the initial campaign make 2 - 4 segments, or whatever works for you, for when contacts entered the initial program. Branch each of these segments to an appropriate place in the new program. This may or may not be granular enough for your needs.
  
  Feel free to ask me questions if this seems like it might work but I haven't explained it clearly.
  
  ​
  
  ------------------------------
  Tod Cordill
  Moderno Strategies
  tod@modernostrategies.com
  
  Original Message:
  Sent: 05-01-2018 17:42
  From: Tom Richards
  Subject: Replacing Existing Nurture Campaign While Trying to be Non-Disruptive
  
  Hello!
  
  We have an existing 11 part nurture campaign that runs well, but we are going to replace all of it with a 20 part campaign. I am hoping to do this in the most non-disruptive way possible, which includes getting people the right emails and preserving as much data as possible. I would love some tips from experience.
  
  Some of the ways I could quickly think of (for better or worse)
  
  Replace the content of the existing emails in the existing campaign (cut and paste html, etc.) and then add 9 more emails.
  Pros- Things will just continue to run
  Cons- Harder (although now impossible) to distinguish data from old to new content for the first 11 emails.
  
  Let the current 11 part nurture campaign run its course while not letting new people in. Build new 20 part campaign.
  Pros- Data may be more pure
  Cons- Exposing people to older content.
  - Creating a 2nd bucket of Nurture contacts to pour into 2nd campaign. Now there's 2 lists to check against for sales purposes, etc.
  
  What do y'all think?
  
  ------------------------------
  Tom Richards
  Wonderlic, Inc.
  ------------------------------
  
  0

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