Campaign Playbooks

• Campaign Playbook: Application Abandonment

  Market B2B & B2C Program Abandoned Loan Application Campaign Abandonment Nurturing Campaign Goal: To nurture applicants who have abandoned and incomplete the application process.   Executive Summary The Challenge For years banking institutions and financial businesses have implemented forms. They are needed to apply for loans, mortgages and new accounts. And despite the shift to digi...

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• Campaign Playbook: Account Based Marketing

  Market B2B Category Account Based Marketing (ABM) Value Account Targeting Campaign Goal: Account Based Marketing (ABM) helps customer to deliver deeper, personalized engagements for specific accounts so instead of specifically marketing and targeting individual Contacts, account based marketers are focused on optimizing the quality of their engagement with Accounts and Opportunities....

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• Campaign Playbook: Send Personalized Product Interest Emails With Dynamic Content

  Market: B2B & B2C Program: Increase Engagement & Deliverability Campaign: Dynamic Content in Email Campaign Goals:1. Create a personalized and customized experience by building content relevancy2. Increase overall email metrics, which in turn improves inbox deliverability3. Increase overall conversions by providing relevant content in one email. Executive Summary The Challenge Customer A is...

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• Campaign Playbook: Double Opt-In

  Market B2B & B2C Program Compliance Campaign Double Opt-In Process Campaign Goal: A double opt-in process to improve the quality of lists, increasing deliverability of messages and lowering the chances for complete opt-outs. This playbook lists the steps to set up double opt-in with Act-On.   Executive Summary The Challenge Double opt-in is not a legal requirement of the permission p...

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• Campaign Playbook: Email Newsletter Campaign

  Market B2B & B2C Program Send Company Updates via Newsletter Campaign Company Newsletter Campaign Goal: Email newsletters allow companies to provide informative content to subscribers to promote brand awareness and potentially increase customer conversions. Promote your newsletter on your website in order to improve lead generation. Over time, you will be able to actively measure res...

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• Campaign Playbook: Customer Renewal Campaign

  Market B2B & B2C Program Automate Renewal Communications Campaign Customer Renewal Campaign Goal: To formally acknowledge a customer's contract is coming to an end. Automate the renewal communication via email to ensure the renewal date doesn't come as a surprise and provide a seamless, pain-free renewal process. Executive Summary The Challenge Identifying customers who are a...

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• Campaign Playbook: Customer Welcome Campaign

  Market B2B & B2C Program Welcome & Onboard New Customers Campaign Customer Welcome Campaign Goal: To formally acknowledge a customer's purchase, and to kick off the customer onboarding process by sharing next steps with clear timelines and enable them to take full advantage of the product by providing resources to help support the product/service proactively. This is a critical compo...

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• Campaign Playbook: Re-Engagement Campaign

  Market B2B & B2C Program Increase Engagement & Deliverability Campaign Re-Engagement Campaign Campaign Goal: (1) Target unengaged email subscribers to get them re-engaged or opted-out.; (2) Increase overall email metrics, which in-turn improves inbox deliverability; (3) Organically ensure that you have a clean Marketing List filled with quality email addresses.  Executive Summary The...

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• Campaign Playbook: Customer Satisfaction Survey

  Market Insurance Program Improve Customer Experience  Campaign Customer Satisfaction Email Marketing Campaign Goal: (1) To gain deeper knowledge and understanding of each core segment of the company’s customer base; (2) To create a benchmark to measure the level of customer satisfaction over time.  Executive Summary The Challenge Often times, as marketers, we focus on the front-end o...

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• Campaign Playbook: First Touch Campaign

  Market Non-Profit Category Lead Engagement Value Automated Multi-Channel Campaign Goal: To leave batch-and-blasts behind to create cohesive and meaningful engagements that produce results Executive Summary The Challenge When many of our customers arrive at Act-On, they are venturing into marketing automation for the first time and this customer was no exception. While very seasoned...

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• Campaign Playbook: Identifying the Hottest Prospects

  Market B2B Category Lead Scoring Value Pinpointing Your Hottest Prospects Goal: To deliver marketing leads that are qualified and ready for sales to engage and close. Executive Summary The Challenge Many of our customers come to Act-On looking for the ability to track and benchmark the quality of their leads. Being able to define leads that are ready to hand to sales vs. those t...

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• Campaign Playbook: Subscription Management

  Vertical All Program Customer and Lead Campaign Email Campaign Goal: Lower the number of opt-outs and increase prospect and customer engagement.  Executive Summary The Challenge Subscription Management is a core feature that Act-On recommends for all customers. By using it you will have higher engagement like opens and clicks, which result in a positive impact on your deliverability ...

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• Campaign Playbook: Gating a PDF with a Pop-up Form

  Vertical All Program Demand Generation Campaign Gate Content With Modal Form Campaign Goal: Increase the number of form submissions for gated content. Executive Summary The Challenge This customer's gated content had a low conversion rate due to a combination of page layout, inadequate call to action, and too many fields.  The landing pages that hosted the gated content had a high n...

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• Campaign Playbook: 3-Touch Lead Engagement

  Vertical Technology Program Lead Nurturing Campaign 3-Touch Automated Email Marketing Campaign Goal: Create an automated lead nurturing campaign that converts a subset of a customer’s warm leads – Middle of Funnel – to Marketing Qualified Lead (MQL) status. Executive Summary The Challenge Prior to implementing the Act-On platform, this customer was using a different Email Service ...

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