Find out how you can identify your fatigued marketing contacts, set their contact record, and then nurture them with a campaign.
Are you curious as to how your marketing contacts are engaging with your emails? Automating your marketing contact records and their nurture sequences is the best thing to make sure you aren't flogging a dead horse.
The contact record
Now, there are a few ways you can do this. If you have Seventh Sense, then you can create a property and link it with the integration; otherwise, you will have to just create a standard property. Here are the quick steps on how to:
- Head over to properties > create property
- Name it accordingly and select which groups you want it to be held under on the contact record.
- Then select "dropdown select" as the field type and create your fatigue
When it comes to creating your fatigue levels, think of how you want them to be split out. We went for Low, Medium, High, and Very High. Those who are low fatigue are the highly engaged contacts, and the rest you can figure out.
Automating the record to be filled
Once you have created records, its now time to set up the workflow to populate them before you start nurturing your fatigued contacts.
- Create a workflow from scratch, enroll them using their marketing contact status, and make sure they haven't opted out and have a valid email address.
This is where you start the if/then branches to send people down the rabbit hole to mark their contact status. The branches will use this criteria:
- 'Sends since last engagement is less than or equal to." If the contact doesn't meet the criteria, then they will be sent down the "none met" branch into the next step of the fatigue ladder.
- Each branch will have set parameters that determine if a contact is low, medium, high or very high. *
- On each branch, you will have a set record action where you will select which fatigue status the record will be updated to.
- You can take it a step further and create a record setting the date this was marked (If you want to report on when actions happened)
- Create a delay in the workflow to either send a webhook or to re-enroll them into the workflow so your records are kept up to date.
* An idea for these parameters on each branch could be: *
1st branch: 'Sends since last engagement is less than or equal to 5." = low
2nd branch: 'Sends since last engagement is less than or equal to 10." = medium
3rd branch: 'Sends since last engagement is less than or equal to 15." = high
If none met for 3rd branch = very high
See image below for reference.
Create your nurture workflow
Once you have the records populated, its now time to enroll your high and very high contacts into a nurture. There are a few things you want to think about before enrolling them.
- Are your very high contacts bouncing? Have a look at the data to see if they need segregated at all to make sure you aren't wasting your efforts on lost contacts.
- What are you going to do with the contacts if they don't engage with your campaign?
- Are you going to unsubscribe them from your subscription types for the time being until they have been nurtured? We did this with contacts, which you can find out how to do here.
Once you have decided these factors, then its time to create your nurture workflow by enrolling contacts in it using their fatigue record. The you can create as complex or as simple a nurture sequence you like within your workflow. You can see an example of one below.
Remember to deal with the contacts who haven't engaged so they dont take up marketing contact space and cost you money.
Manage records ongoing
With the workflow having a delay, the workflow and automation are pretty much self-sustaining, but there are a few things you still need to think about.
- Will the criteria need changing down the line if more emails are being sent out?
- What will happen to the high fatigued contacts?
You can also use the records to add a report to your marketing health dashboard so you can monitor your contacts to see if a change in strategy is needed if your contacts are starting to fatigue frequently.
