When I started working as the Digital Marketing Director at Imaginasium, it came to my attention that our Kentico email marketing automation had several problems:
1. The “thank you” overlay wasn’t consistent on all landing pages. Some pages had the incorrect message and name of the contact.
2. The “thank you” email wasn’t consistently getting sent out for all landing page sign ups.
3. The email subscribers weren’t automatically being added to the correct list so “thank you” emails weren’t always going out correctly.
Needless to say, these were issues we needed to fix, so we got to work right away. We used a combination of “email marketing” and marketing automation” in Kentico to achieve our goals. But first, we needed to confirm with our internal team that what we had (if it actually worked) was what we wanted.
3 Items We Desired for Email Subscribers
So we met with our team and discussed three items our marketing automation needed to accomplish.
1. Initial “Thank You” Email and Overlay
We wanted subscribers to get both an overlay on the website confirming their email subscription. In addition, the first email needed to thank them and briefly introduce them to our company.
2. Subscribers Automatically Added to Email List
Having subscribers automatically added to a group seemed like a no-brainer, but sadly, it wasn’t setup correctly. We needed to get this working properly.
3. Welcome Series of Emails
Once subscribed, we wanted users to get a series of three emails, spaced seven days apart with various messaging, giving them additional insight into how our company thinks. Before we implemented the three-email series, we had one “thank you” email, which was inconsistent across landing pages on our site.
5 Steps to Proper Implementation
We needed the welcome email series to look like the image above and set out with these five steps for implementation. Make sure that if you have a staging site, to complete these steps there, then push to your production/live site.
1. Create an Email Campaign
In the “email marketing” area of Kentico, make sure you have created an email campaign where all of your subscribers are or will be stored.
You can use an existing email campaign, or create a new one. Go to Online Marketing > Email Marketing application within Kentico to create a new campaign or confirm you have one to use.
2. Setup a Process for Each Contact Form on the Site
Second, create a Marketing Automation process to handle subscribing users and sending the emails. To create a new Marketing Automation process, go to the Online Marketing > Marketing automation application in Kentico. Click “New Process” at the top.
Once you create a new automation process, you can choose when to start the process. For our example, we chose “Always as a new instance”. For more information on when to start your process, see the Kentico documentation.
3. Setup Welcome Series of Emails
Next, create email templates for the Marketing automation steps to use. Under Development > Email Templates, create your HTML Email Templates to use in your Marketing Automation steps.
4. Setup Steps
Now that the marketing automation process is setup, you need to add steps which will determine which action to take with the user. For our process, our first action is the “Newsletter subscription” action. Simply drag the step into your work area. Click the “edit” icon to define the step properties. Here, you can choose which email campaign to subscribe the user to.
The second action we wanted to take was to send our Thank You email. To do this, drag the “Send Email” action step into your work area and connect the steps together. Click the “edit” icon to edit the send email step properties. From here, you can choose which email template to use.
The third action we wanted was to wait 7 days before we send another email. So, drag the “Wait” action step onto your work area, connect your steps together and hit “edit” to define the step properties.
The fourth action was to send another email, so again, we chose the “Send Email” action, modified the properties to send the next email template. This continued for one more final email. Next, click on “Steps” and create the visual decision tree that you desire.
5. Setup Triggers for Each Process
Once our steps were configured, we needed to tell the process when to fire. So, we set up a trigger. In our case, we needed to fire this process anytime a user (Contact) submits a form on our website OR signs up for our newsletter.
To begin, create a new trigger and choose the type of trigger. For our example, we chose “Contact performed an activity” and chose an additional condition of “Form submission”. Kentico has a lot of really useful built-in conditions for you to choose from. You can create the appropriate triggers that you want to happen once a user subscribes.
Imaginasium’s Site Functions Better With Marketing Automation
Now that we have this setup properly, we are able to engage with visitors on our site, nurturing them with appropriate content and, ultimately, offering a better customer experience.