One of the most powerful aspects of Engagement Studio is the ability to automate personalised email journeys. In the webinar, we explored how you can use automation to handle everything from promoting your event to following up with attendees afterward.
Here’s what to focus on:
Personalisation: Automated doesn’t mean impersonal. Engagement Studio allows you to send personalised messages based on the recipient’s interaction with your emails. For example, you can brazil telephone numbers automatically trigger a follow-up email to those who opened but didn’t register, or send special content to attendees who engaged with your post-event materials.
Email cadence: Plan the timing of your emails carefully. Don’t bombard people with too many emails, but also don’t let them forget about your event. A few well-timed, targeted emails can make all the difference.
Scoring: Use lead scoring adjustments to automatically assign scores based on demographics and engagement with your campaign. This helps to surface your most engaged attendees and the least.
Testing: This is one step you should never skip. Test every element of your program before launching to ensure it’s working as expected, whether it’s testing email links or checking the logic behind your automation such as wait times and specific send dates.
Reporting on event campaign success
Finally, I went through the importance of measuring your campaign’s success.
Salesforce offers a wealth of reporting options, and it’s important to take full advantage of these to understand what’s working and what isn’t.
Here are some reporting tools you’ll want to use:
Account Engagement reports: These are perfect for tracking email performance in terms of open rates, click-through rates, and conversions.
Salesforce CRM reports: Want to see how your campaign has impacted registrations, attendance, and even new sales opportunities? CRM reports are your go-to.
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