Campaigns

From Net-Results Support

Campaign Capabilities

In many campaign systems a "campaign" consists of the sending of a single email blast. Net-Results defines Campaigns very differently.

  • A Net-Results Campaign may take an unlimited number of actions over an unlimited amount of time (or it may simply send a single email to the members of a list)
  • Campaigns allow you to leverage the incredible power of Net-Results Segments to trigger subsequent actions based on real-time lead behavior, demographics or CRM data.
  • A variety of actions may be triggered at any point in any campaign, the sending of an email being just one of the available actions.

Net-Results provides an easy to use drag-and-drop campaign canvas within which you will create your Nurture Campaigns, and a streamlined email selection interface for your Drip Campaigns.

We also handle many things for you to make your life as easy as we can:

  • Unsubscribes/Opt-outs are processed automatically
  • Hard & Soft Bounces are handled for you
  • We work with major ISPs and ESPs to ensure your emails reach their destination mailboxes
  • Dedicated IP addresses and load-balanced IP address pools are provisioned automatically

Email Delivery Windows - Within each Drip or Nurture Campaign, you may now specify what days/times emails are allowed to send. When using this setting, please bear in mind:

  • This will add a 1-hour delay upon the initial launch of the Campaign to ensure there is an open window to send in.
  • One-Time Campaigns usually do not need to be controlled this way, since you already specify when all of their actions take place.
  • Email Delivery Windows do not take into account your branch timeframes or wait times. These functions operate independent of each other.

Campaign Types

Net-Results offers three very different types of campaigns:

  • Drip Campaigns exist solely to send an email or a series of emails, with optional Lead Scoring based on Opens or Clicks of the email(s). Drip Campaigns do not conditionally branch; if 5 emails are configured to send on a schedule, all contacts will be sent all 5 emails unless they bounce or unsubscribe.
  • Nurture Campaigns can take a variety of actions, including Send Email, and they can do so conditionally based on the attributes and/or behavior of the participating contacts. Nurture Campaigns can "hand off" to other Campaigns using the Modify List Membership action, or automatically re-send an email to all of the contacts who didn't open the previous email. You must use a Nurture Campaign if you wish it to perform any actions outside of sending email (and lead scoring based on clicks/opens), including but not limited to:
    • Syncing data to your CRM
    • Registering a contact for a GoToWebinar
    • Modifying List Membership
    • Assigning Lead Ownership
  • A/B Email Test Campaigns are commonly used to gauge performance for different Subject Lines, different versions of content, or other subtle variations on a subset of your audience prior to sending to your entire audience. With Net-Results, the process is straightforward and only relies on a few settings.

Campaign Durations (One-Time and Perpetual)

Each Net-Results Campaign will be one of two Campaign Durations, which speaks to when and how the participating audience is identified:

  • One-Time Campaigns are campaigns in which you select a static (non-changing) group of participants during campaign setup. Common uses include newsletters and nurture campaigns to a set list of prospects. No changes you make to a One-Time Campaign's Participants area after launch will alter the qualified contacts or allow new contacts to qualify. No new participants can be added to a one-time campaign once it has been launched and established its participants.
  • Perpetual Campaigns are always hunting for new participants, based on conditions of your choosing. Perpetual campaigns may, after launch, be paused in order to alter the qualifying conditions. Perpetual campaigns are often used as triggered events for forms submissions whether they are multi-touch campaigns, webinar/event reminders/followup, or other lead nurturing campaigns. Depending on the conditions for qualification, new participants could potentially be added to Perpetual campaigns both automatically (e.g. based on an event like a form submission) or manually (e.g. via CSV import to a List). Newly-qualified Participants will always start at the beginning, regardless of how far other contacts are into the campaign.

Note that the Campaign Duration is not exclusive to the Campaign Type; you can have a Perpetual Drip, One-Time Nurture, etc. The Type and Duration will both depend on your purpose/goal for the campaign.

Campaign Branching

Any Net-Results Nurture Campaign can "branch" an unlimited number of times based on any conditions you choose.</p>

Example (3 "branches" from an initial email):

  • 1 week after "email A" is sent, send "email B" to every recipient who did not open "email A"
  • Simultaneously, send "email C" to every recipient who Visited your website based on a click within "email A"
  • At the same time, send "email D" to every recipient who clicked through, hit your landing page, but didn't fill out the form you were driving them to

Campaign Actions

At any point and based on any conditions of your choosing, a Net-Results Nurture Campaign may take any of the following actions.

  • Send an email
  • Modify list membership (add to/remove from any list or lists)
  • Adjust lead score
  • Assign lead ownership
  • Set a Field Value (for data scrubbing or normalization)
  • Add/sync contact to CRM (currently supported CRM systems include Salesforce.com, Microsoft Dynamics, SugarCRM, Sage SalesLogix)
  • Register a contact for a GoToWebinar
  • Set a contact's Lead Stage
  • Send Notification: You can have Net-Results notify you when your email is sent, opened or clicked. These notifications may be sent
    • Via email to
      • The assigned Lead Owner
      • Any email addresses of your choosing
    • Via a webhook to any URL of your choosing
      • You can expect to receive separate webhooks for email send, open and click notifications
      • We will include many (up to 100,000) notifications in a single webhook. These are batched to reduce load both on your end and ours
      • Webhooks arrive in JSON format
  • Send a Webhook - an http request will be sent to the URL of your choosing. This http request will contain a POST with a JSON encoded payload that contains details about the Campaign, the branch within the Campaign that triggered the webhook, and an array containing the unique IDs of the Contacts who qualified for the campaign branch. Here is file that contains sample output of this Webhook processed with the PHP function print_r(json_decode($webhook_output)); Sample Webhook Output

Available Campaign Criteria/Conditions

Both campaign participation and branch points are controlled by Net-Results Segments. Because Segments allow you to select contacts based on both "demographic" data (a.k.a. "static" fields such as company name, address, revenue, list membership, etc.) and "behavioral" data (such as email open, link click, pages viewed, visit duration, etc.) in combination, you have nearly limitless flexibility and control over who will participate in your campaigns and how campaigns will branch as your participants interact with your emails and your website.

Criteria Elements

All elements are available to both One-Time and Perpetual campaigns. All elements can be grouped using AND, OR, or various combinations of both, e.g. (Dogs) and (Cats), (Dogs) or (Cats), (Dogs and Cats) or (Cats and Birds), etc.

  • Website Visit Activity
    • Visit Duration - The amount of time a contact spent on the website
    • Specific Page Viewed - The URL (or portion of a URL) a contact viewed during a visit, and optionally the duration of that view
    • Number of Page Views - Total amount of pages a contact has viewed
    • Number of Visits - Total number of distinct instances where a contact visited one or more pages on the website
    • Last Visit - The recency of a Contact's last visit
  • Contact Attributes
    • Default, system-provided fields (e.g. Email Address, First/Last Name, Company, Country, Unsubscribe Status, Bounce Status, Lead Stage, etc.)
    • Custom, user-defined fields (i.e. Customer Number, Offer Code, etc.)
    • CRM Specific fields (dependent on CRM integration)
  • Campaign Activity
    • Did/Did Not Qualify - Whether or not a contact met the criteria to “qualify” for a condition of a campaign, for example whether they were sent a certain email
    • Email Activity - Whether or not a contact Opened that email, Clicked a link within that email, that email Bounced, the contact Unsubscribed using the link in that email, or Visited your website via a link in that email
      • Note: Due to timeframe constraints and dependencies, we recommend against utilizing these elements across-campaigns and for campaigns with long run times.
      • Best Practice: When using cross-campaign conditions it’s best to add contacts to a specified list when a given action is taken, then drive actions in other campaigns based on membership in the specified list.
  • List Membership
    • Is or Is Not a Member of one or more Net-Results Lists
    • CRM Specific Lists (dependant on CRM integration)
  • Web Form Mappings
    • Did or Did Not Submit one or more web forms that were mapped for Net-Results to capture their data, i.e. a Contact Us form
  • Landing Pages & Forms
    • Did or Did Not Submit one of your Net-Results Forms
    • Did or Did Not Complete one of your Unbounce Forms
  • Traffic Source
    • Adsense - The location from which a visitor arrived via Google Adsense
    • Direct Access - Whether or not the visitor arrived via Direct Access (typed in the URL, used a bookmark, clicked a link in a PDF or other document, or clicked a link in an email not generated through Net-Results)
    • Referrer - The page that referred them to your website via a click-through
    • Search Engine - Whether or not the visitor arrive via a search engine (Altavista, AOL, Askjeeves, Bing, Google, MSN, Primosearch, Yahoo) and whether that was an organic/natural or paid search (or either)
    • Search Phrase - The search phrase a visitor used on a search engine when they clicked-through to visit your website
  • Lead Score Overlays
    • Did or Did Not Qualify (meet the score criteria for a qualified lead) in a certain Lead Score Overlay
    • Contact Score - Compares whether the Contact category score of a certain Lead Score Overlay is less than, equal to, or greater than a specified value
    • Activity Score - Compares whether the Activity category score of a certain Lead Score Overlay is less than, equal to, or greater than a specified value
    • Engagement Score - Compares whether the Engagement category score of a certain Lead Score Overlay is less than, equal to, or greater than a specified value
    • Manual Score - Compares whether the Manual category score of a certain Lead Score Overlay is less than, equal to, or greater than a specified value
    • Total Score - Compares whether the Total score of a certain Lead Score Overlay is less than, equal to, or greater than a specified value
  • Conversations
    • Did or Did Not Receive, Click, or Open a one-off, trackable email sent via supported CRM integration
  • Subscriptions
    • Whether or not a Contact has opted in or out of your Subscriptions email categories
  • GoToWebinar
    • Whether or not a Contact registered or attended your GoToWebinars

Campaign Reports

Email performance reports can be sent to you automatically for every Net-Results campaign that you send. This is the same information you can always find in Campaign Statistics, but these reports are incredibly helpful for keeping an eye on the campaign a portion at a time.

What's Included

Click the images for a larger version.

Campaign Summary Opens over time Clicks over time Visits over time
Campaign Summary Opens over time Clicks over time Visits over time

  • Statistics (including number and percentage) for emails Sent, Opens, Clicks, Website Visits, Bounces & Unsubscribes
  • Charts showing email Opens, Clicks & Website Visits (the amount of data in each chart and how it's aggregated depend on your campaign type and how much time has elapsed since the campaign was launched, more info below)
  • A Links Clicked Report shows you the number of clicks generated by each link in your email
  • A Top Domains Report shows you which domains (i.e. "gmail.com") were the most active in your campaign and includes pertinent statistics

Options will differ depending on whether you chose a One-Time or Perpetual Campaign, and it's important to note that these reports will not be useful unless your Campaign is sending at least one email. Selecting the reports you'd like to receive is done via checkboxes - select as many or as few as you like. Your campaign reports may be emailed to any valid email address(es) of your choosing, whether or not they are Net-Results users.

Campaign Best Practices

Use these tips to improve the performance of your Campaigns, whether Drip or Nurture.

  • Pause/Retire when not being used - While you have Campaigns that continue to run, meaning Perpetual Campaigns, they will run in a cycle looking for new Participants to qualify one Campaign at a time. If these Campaigns are no longer necessary, for instance if the Landing Page/Form that drives one no longer exists, you should either Pause or Retire them. Note that a retired Campaign cannot be reactivated, so you will want to make absolutely certain it needs to be fully deactivated. If you're not sure, just pause it. Not only will this help you stay organized, but it improves system performance and the run time of your Campaign cycle. This same concept applies to Lead Scoring; if you have rules or entire Overlays that are no longer needed, setting them to an inactive state will decrease the time it takes to cycle through the others.
  • Campaign Compartmentalization - This is an advanced concept and it applies only to Nurture Campaigns. Your nurture programs will ideally utilize multiple touches over time. While this can be done in a single Nurture campaign with Campaign Branching, most can be split up into multiple Campaigns for easier organization and what we tech-heads call redundancy. For example, take a program that has 5 touches over a month period. You discover along the line that the branch conditions for Branch/Touch 4 were setup incorrectly so that no one was able to qualify for it, therefore no one received touches 4 or 5. It might be possible to adjust your Campaign, if this is caught in time, but chances are you'll find yourself building a separate Campaign for these last two touches. Compartmentalization of your 5 touches into 5 separate Campaigns provides two advantages over this setup:
    • Easier Organization: When split up, each touch has its own Campaign Statistics (and therefore its own Campaign Reports), so it's easier to check how many Contacts have passed each stage at a glance. Using Modify List Membership actions to "hand off" Contacts from one Campaign to the next also provides this (and easier Segmentation of who has received what touches).
    • Redundancy: If you find that Touch 4 is not working, you only need to create a new Touch 4 (rather than rebuild the entire Campaign from scratch or a copied version). The additional effort at the outset will save you time in the long run.