Page 121 - Act! Marketing Automation User Guide

Web End User Training Guide Drip Marketing

There are four possible outcomes that we want to look at here initially:

 Opened Email, Clicked Link.

 Opened Email, Did Not Click Link

 Did Not Open Email, Clicked Link

 Did Not Open Email, Did Not Click Link.

We need to decide exactly what we want to happen with each of these outcomes. Deciding
this beforehand is critical if we want to make sure we create our workflows correctly. For
example, we may decide that if a contact does not open the email, but does click on the
link, we will only schedule a call with him, or we might decide to schedule both a call and
create an Opportunity. Even though we initially decided to create an Opportunity only if the
contact opened the email, the fact that they have clicked on the link would suggest they
must have at least read the email even if they did not technically open it.

In our example, we will construct the following outcomes:

 Create an Opportunity, schedule a call and update a field.

 Create an Opportunity and update a field.

 Create an Opportunity, schedule a call and update a field.

 Send out a second email as per the previous campaign.

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