Automation
Receiver
Forms
Landingpages
Statistics
Work more efficiently with event dependent campaigns & basic trigger mails
In this whitepaper, we will show you, how you can easily inspire and bind customers with the eworx Marketing Suite.
By creating event dependent campaigns, you can reach your customers with targeted information time-controlled and event-driven.
What are event dependent campaigns?
Event dependent campaigns are generally sent because of defined actions by the recipient. They are often referred to so-called trigger mails. These actions (triggers) can be, for example, a link-click or the submission of a form. You once create the event dependent campaign and link it with the respective trigger. The rest is done for you by the eworx Marketing Suite- fully automated and at the right time.
You can also say that in the eworx Marketing Suite, an event dependent campaign is a one-step follow-up mailing. However, if you want to create a multi-level campaign based on a specific action, this is also possible. Simply use the eworx Marketing Suite workflow editor instead of event dependent campaigns. Find out more about this topic in our marketing automation whitepaper.
Why are event dependent campaigns used in email marketing?
Event dependent campaigns in mailworx are used for two top areas of application, whose implementation we would like to show you in this whitepaper. On the one hand, you can provide your customers with more information about a specific product, based on a link-click. On the other hand, it can also be a service email, such as a confirmation mail, based on a form.
Reaction to a link-click
Event dependent campaigns can be sent based on a link-click in a newsletter. This allows you, for example, to send more information about a topic or product to interested readers. As these campaigns are requested by the reader and sent out in the right moment, a trigger mail in this area enormously increases the most important email marketing key figures, such as the opening or click rate.
Submitting a form
Registration confirmation of the newsletter or an event, automatic confirmation mailings based on services requests or an order acknowledgement – all clear application possibilities for event dependent campaigns in combination with forms. These forms can be implemented wherever you want – for example, on the website or in another newsletter.
How do I create an event dependent campaign?
Event dependent campaigns are created like the regular mailings with the eworx Marketing Suite campaign editor. Therefore, you have all the possibilities to design your campaigns appealing. The difference arises only in the area „Settings“. Here you can classify your email campaigns as „Event dependent“ under the point „Send type„.
As soon as you classify a campaign as event dependent, it gets the send type „Event dependent“ and can be filtered by this criterion.
What is the difference between basic and customized trigger mails?
In mailworx, you have the option to choose between two different types of trigger mails. The difference is mainly in the degree of individualization and integration of third-party systems.
Basic trigger mails
Simple trigger mails are created with the eworx Marketing Suite campaign editor. The content for the different subscribers differs only slightly and can be customized by the existing data in the mailworx subscriber database (e.g. personalized salutation, dynamic content for special target group).
Examples:
- Submitting a form (e.g. confirmation of registration)
- Clicking a link (e.g. email with further information)
- Specific date (e.g. birthday mailing)
This whitepaper will expand on these kind of trigger mails.
Customized trigger mails
Customized trigger mails raise individualization to a complete new level. In essence, they are just an email shell that will be filled with customized content per subscriber. The content is automatically transferred from an external system (e.g. online shop, CMS, etc.) via the eworx Marketing Suite API.
Examples:
- Submitting an order (e.g. order confirmation with product recommendation)
- Completion of a booking process (e.g. booking information with travel tips from the destination region)
- Service mailings (e.g. automated helpdesk tickets)
More information on customized trigger mails can be found in this whitepaper.
Where can I use an event dependent campaign (basic trigger mail)?
Event dependent campaigns can either be linked in a newsletter based on a link-click, or you can also send the respective campaign after submitting a form. For a successful implementation, you simply have to link the event dependent campaign to the respective newsletter or form.
How is an event dependent campaign linked in a newsletter?
In order to link an event dependent campaign to a newsletter, go to the respective link preferences and open with the button „More options“ the advanced settings. There you can select the previously created event dependent campaign. After the link-click, it will be automatically sent to your subscribers.
How is an event dependent campaign linked to a form?
There are two ways to link the event dependent campaign to a form. On the one hand, you can select the respective form directly when creating a campaign in the area „Send„. Simply select the form by using the button „Select form„. After linking the two items, the eworx Marketing Suite automatically sends the linked campaign after submitting the respective form.
On the other hand, you can also select the desired campaign in the eworx Marketing Suite form editor. Therefore, go to the tab „Action“ and select the event dependent campaign you created earlier in the area „Campaign on submit„.
Can event dependent campaigns also be triggerd by a date?
Event dependent campaigns can of course also be sent based on a specific date. Therefore, use the workflow editor and add the respective data field from your subscriber database as a trigger. In the next step, you can select the desired and previously created event dependent campaign. Once the workflow has been activated, the email will be sent to the subscribers at the desired time.
More information about the eworx Marketing Suite workflow editor can be found in this whitepaper.
Is it possible to implement multi-level campaigns with event dependent emails?
If your project involves multi-level campaigns, we recommend creating them in the eworx Marketing Suite workflow editor. With this tool, we offer you many possibilities to create automated campaigns. Among other things, it is possible to start a defined action based on link-clicks or forms. For example, automated welcome or reactivation campaigns are very easy to implement. Learn more about the topic marketing automation with the workflow editor in this whitepaper.
