Marketing Automation is software to streamline, automate and measure marketing tasks & workflows to increase operational efficiency, provide personalized experience to students & accelerate students in their enrollment journey.
So, let’s know more about the marketing automation designing tool on this platform.
The first option here for creating the automation you’ll have to click on Marketing, and the Manage List
Then you’ll see the option to Filter out the Institute under which you want to create the marketing automation flow.
In the institute name, you’ll have to select the institute’s name. (For internal users only)
After filtering out the institute, you will see an LMS list here,
You’ll have to click on the action gear button against it and the pop-up appears with the options that are shown below
Click on Create Automation.
You will see a sidebar slides up as shown below in the picture, for asking the details for creating an automation flow.
We see the details to be added, in detail.
- Automation List Title - The name of the automation that you want to name, this is just to differentiate or identify the automation flows based upon the names. For example; if you’re creating the default marketing automation flow for only leads then you can name it as “Default Automation - Leads”.
- Automation List Description - You can write a small description of the automation flow. It’s for internal reference.
- Real-Time Execution - Here you have two functionalities of execution, when you choose as “Yes” you will cater to the leads that are entering into the system after you publish the automation flow.
And, when you choose the option “NO” then you will cater to the leads that are existing in the system already.
- Form - If you want to run the marketing automation on the specific application form then you’ll have to select that form so that you’ll be able to send the communications based upon
the application form related conditions.
- Automation Starts On - You can choose the specific Date and Time for the automation to be started.
- Automation Ends On - You can choose the Date and Time, for when exactly you want to stop the automation.
- Repeat Automation - When you choose the option as “No” in Real-Time Execution then you can enable repetition of the automation cycle to cater to the next set of leads or applicants that will satisfy the conditions in the automation flow.
You’ll understand what exactly the automation cycle means in the next few paragraphs.
- Real Time Field - The options here act as a trigger point in the automation flow for the communication that is being sent.
- Unverified & Verified Lead - works only for new leads, irrespective of verified and unverified leads.
- Modified Date Changes - This acts as a trigger point for the lead/applicant making any changes by logging in/logging out from their account or filling the application form, or It will also work when college users will do some activity on the lead or application then at that point the communications are triggered.
- Lead followup - Lead will enter the automation flow when the follow date and time will match the current date and time.
- Lead/Application field updated - Here you can choose the fields from the lead manager and when you select the form you can also choose the fields from the application manager.
- Registration Attempt Date - Lead will enter the automation flow when he/she is making another attempt to register through some other or same source.
So, after entering all these details and you’ll save it, you’ll be taken to a new page wherein you will see this below image:
The next step is to create the flow on the basis of the requirement. For that, we have got a few options yet very effective ones.
If you click on the below action gear you will see the options as shown below
We will go through each option’s functionality.
Wait and If/Else are the two options that we call them as Conditional Nodes, and below options such as Email, SMS, Notify Users, Lead Stage, Remove User and Allocate Counsellor are all known as Action Nodes.
The conditional options help us in applying the logical conditions in the flow.
Let’s take up the example by creating a flow on unverified leads.
So the first step is to apply the condition for the unverified leads:
Click on If/Else option and the block appears and you will see a pop-up, to add the conditions.
In the Block Name - you have to type the conditions applied, for easy understanding.
Next are the two radio buttons named by All Criteria or Any Criteria.
- All Criteria works as “AND” Logic and,
- Any Criteria works “OR” Logic.
When you select two or more than two conditions in the block then it depends on the scenarios whether you want all the conditions to be satisfied (AND Logic) or any one of them to be satisfied (OR Logic).
In the field to be selected, you can select the conditions based on which you want to send communications. Here for an example to show, I’ve selected as lead status matches unverified.
Then click on the Submit button.
After submitting you will be able to see the flow, like in the image shown above.
- The Green part is for IF Condition and,
- The Pink part is for ELSE Condition.
You have to click on the gear buttons to add the action options or condition options below. Now we’ll add the Wait condition below this to make sure before we send out any communications.
So, when you click on the wait option you’ll see the pop-up appearing with fields to enter the values.
- In the Block Name - You can specify the time that will be needed or you feel right to wait before you add one more condition or any block below.
- Time Interval - You have got options of Years, Months, Weeks, Days, Hours, Minutes in here,
you can choose any one of them. And In the Time Value, you have to enter the number of options selected above in the time interval. For example; You chose days in the above option, in time value have to enter 1/2/3.
So after clicking on the submit button, you will see the flow something like in the image shown below:
So, as mentioned above in the initial paragraphs, that we will get to know what we exactly mean by the automation lifecycle so it’s clear from the above image, that says 1 day of lifecycle. So it all depends on the time interval/value that has been added in the entire automation flow. The total will be calculated as the automation lifecycle.
The next step is to add the action options, you can either add Email, SMS below based upon the requirement.
When you click on the Email option you will again see the fields to enter the required information.
- In the Block Name, you can mention the name of the email, which you can easily identify in the later stage.
- Campaign Name - This is text type field to enter the name of the campaign you want to run.
- Campaign Type - This is a field to enter the type of campaign that you’re holding. This is a constructive dropdown where, when communicating if you are adding any campaign type the same will be available next time in the dropdown be it is used in EMail or SMS.
These two fields are just to track the performance of your campaign, as the same will now be available in Communication Performance.
- From Email - here you’ll have to choose the email ID that you want to send the email from.
- Template - You can select the Email Templates that are already created in the communication templates. You can just select the required one from the options in the dropdown.
And, click on Submit.
You will see the automation flow as shown in the above image.
So we’ll see the SMS option also,
If you click on the SMS option you’ll see the pop-up to fill in these above-shown fields.
- In the Block Name - you can specify any name so as to easy identification.
- The campaign name and campaign type as explained in the Email part, it remains the same for SMS too.
- In the Template, you select the SMS template that has been created in the communication templates, or if you’re typing something in the Body directly then the Mapping option helps you in mapping the required tokens in the body.
- In Select Channel option - You can select either of the two options that are available here; Transactional or Promotional. The transactional channel doesn’t have restrictions while sending out the SMS, SMS can be received anytime in a day. But, for the promotional channel, there is a restriction, the SMS sent, will be received only from 9 am - 9 pm (according to the TRAI rules)
- National Sender/International sender here gives us the option to add in the sender ID that has been configured under an institute to send out the SMS from, the sender ID is specific to each institute and different for National and International as well.
Then, you click on the submit button.
So, this is how we create marketing automation for communications.
Hope you had fun learning this tool and you play around to learn more.