Page 89 - Act! Marketing Automation User Guide

Web End User Training Guide Drip Marketing

What is Drip Marketing?

At its most basic, Drip Marketing is a marketing strategy that allows you to send a selection
of pre-designed templates to your contacts in a prescribed order or at specified intervals.
For example, if you were about to release a new product, you might want to communicate
this to your contacts. With Drip Marketing you could send an email a few months in advance
teasing the new release, then another closer to the time to build up anticipation, yet another
on the day of release perhaps with a special offer included, and finally another email after
the release detailing positive responses to the new product.

That example is just one way that you could use Drip Marketing, however with Act!
Marketing Automation you can achieve far more than that. You can create campaigns that
change their behavior depending on how the individual contacts interact with the
communications you send out. Expanding on the above example, you could have AMA
look at whether each individual has opened the first email, and have it re-send to those that
haven’t opened it. Or you could include links on your template that when clicked will
automatically book in a call with that contact in your Act! database without any further
interaction from yourself. Other options available include automatically creating an
Opportunity in Act! for the contact, or entering the contact into another campaign
automatically. The amount of possibilities is really enormous, only limited by your own
imagination as a marketer.

The real key to getting the most out of AMA is the automated nature of the product. Through
well-crafted Drip Marketing campaigns you can automate processes that would take a huge
amount of time and effort if they were to be done manually. That’s where you will see real
value in using the product, by getting it to automate as much as possible.

To that end, we will discuss how to set up a basic Drip marketing campaign, then explore
the options available to really highlight those automated actions available.

Creating a Drip Marketing Campaign

Accessing Drip Marketing

NOTE: Before accessing Drip Marketing, make sure you are working in the Act! database
that contains the contacts you want to market to. This is because when you set up the
campaign you will need to specify the contacts that you wish to send your marketing
communications to, therefore you must be in the correct database to do this.

To access the Drip marketing section, click the Drip Marketing icon in the AMA navigation
bar.

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