How-Do-I

How do I track people visiting my website?

CAMP provides a script which needs to be embedded into your corporate website by your web administrator in order to track visitors to your corporate website.

The script embedded on your website help you determine, which of your contacts have visited your website, which pages they have visited and if they have downloaded any asset. 

There are two kinds of audience that you could track with Camp – Anonymous visitors and known or known visitors.

Anonymous visitors to your website— Visitors to your website that have not yet been identified by a form or other interaction.  Camp stores information on the activities performed by the anonymous visitors like which webpage on your website they visited on what date. Although you are not able to contact these anonymous visitors nor send them personalized communication, you are still able to identify them and track historical pages they have visited on your website when they do submit any form on your website. This will help you determine how long this anonymous contact took to provide their contact details.

You can find the list of Anonymous visitors to your website at Contacts -> Toggle at the right corner on CAMP. Screenshot for the same can be seen below.

Anonymous visitors

Known contacts —The known contact is the preferred contact within Camp. These are contacts, which may have started as a visitor, but at some point provided additional information such as a name, email address, social network handle, or other identifying characteristics. You can nurture these contacts through Camp marketing automation platform such that they are ready to be engaged by your sales teams.

There are multiple ways, one can track visitors to your website.

  1. Visitor tracking report – this can be found under Insight->Reports->Web Tracking Report as shown below
  2. Visitor tracking report
    Visitor tracking report
  3. Going to specific contacts and checking what pages they have visited and when.
  4. Look at segments that you may have created based on Lead-Scores, Lead-Stages etc
  5. You could also create a custom report to simply show list of contacts who have visited a specific page on your website

How do I send an automated email when people fill-up a form?

One could create forms in CAMP and use it either on landing pages or on corporate website.

Case 1: When a visitor fills the form through a landing page:

Step 1; In Camp, create a  new form under Content -> Forms -> New Standalone Form. Choosing the proper field type not only helps CAMP users gather data appropriately on forms, but it can optimize the end-user’s experience of completing the form. 

Types of fields in CAMP

Types of fields in CAMP

CAMP also supports captcha, a basic form of spam protection, either requiring a human to submit an answer or identifying when spambots attempt to submit data in a hidden Captcha field. We recommend using some form of Captcha on every form. CAMP also supports reCAPTCHA v2.


Include all the fields and make email ID as a mandatory field as shown in the below screen-grab.

Select “New Stand alone form

Fill the details like name, description etc.

Step 2.  After creating all the required fields choose the action to be taken on form submission under Form -> Actions -> Send email to contact.

Select one of your existing email template that you would wish to send to the contacts, save and close the form.

 Select the action to be taken.

Select the email template to be sent to end-user.

Step 3: Create a new landing page/edit an existing landing page and include the form just created in the previous steps as shown below

Include the newly created form {form}

Case 2: When a visitor fills up a form on your website and you want an automated email to go to visitor and/or you want to notify an internal user of contact within your organization to act on it:

Step 1 and 2: Create a form as guided in step 1 and 2 in the first case above.  

Step 3. Once the form is saved, under the main CAMP page -> Content -> Form, click on the new form that you just created.

On the right side of the page you can find option to place this form on your website and it offers you two options – Automatic and Manual.

Automatic: With this option, Camp will automatically generate the form where you include this code and thus it will always be the most up-to-date version. Here you have two options – via a java script or using  iframe codes.  The java script option will not allow you to adjust height and width but if you have a web-administrator with iframe skills, they can adjust the height/width of the forms to match your corporate brand and styling guidelines.

Manual: The manual option requires you to manually update the HTML if you make any changes to the form from within Camp. But, it gives you flexibility to edit the code and/or not rely on Camp to serve up the form.

Copy and paste into the document's head or body. If inserting multiple forms, only insert this once per page.

Web admin can use this javascript to integrate the new form on to your website. Any visitors filling the form will get an automated response.

Javascript for the new form.

JavaScript to be embedded on your website.

You can pick up the iFrame script for any customizations as shown below.

While there may be cases where using an iframe is preferred for page load time or styling, iframes can be more difficult to manage. Be sure to adjust the width and height for the space you’d like the form to be in. Depending on the size of the screen your contact is using, they may still need to scroll within the iframe on your page to see all of the fields

The manual copy option gives you a little bit more flexibility to extend forms with Javascript snippets and custom styling. It is, however more manual and any changes made to the form won’t appear on your page unless you re-copy and paste the HTML code as shown in step -5

Step 5:  You could choose the manual HTML tags for the form and can embed in the website as shown below

How do I see open rates, unsubscribe rate, bounce rate for all the emails I have sent?

There are two ways to get the statics for an email,

Option 1: Under the Email stats

Option 2: To generate an email report.

Option 1

All the statics for an email like open rates, unsubscribing rate, bounce rate can be found under the Email stats.

Click on the email for which the stats are required and all the details will be available.

Screenshots as attached below.

Option 2

In the Camp platform go to Insights -> Reports -> New .Create a new report and name it.

Select the input source for the report  i.e the campaign mail sent

  • Screenshot for Creating the report and provide a new name to the report

In the data tab click on the relevant fields such as campaign id, campaign name, email sent, clicked, date sent, date read and all the other relevant metrics you want to see in the report.

Go to the sections of the graph, click on all the relevant metrics you want to see as graphs and then save and close the report.

Also, you can export the report as HTML, CSV or excel formats.

Segment Email vs new template email and their contextual usage

Segment email: This template is useful when we have to send email to a contact segment without running any campaigns. Example: You want to send a holiday greeting to a segment without waiting for any actions like if they open, send a different email etc.

New Template email : This template is useful when creating a email to be used in a campaign, form etc. Example:  You want to execute a campaign to fill-up registrations for an event. When someone fills-up a registration form, you want to send them a confirmation email. You may want to send reminders few days prior to the event or on the day of the event. For people who have opened email but not registered, you may like to send reminders

In order to create Segment Email please follow the below steps sequentially

  1. Go to Channels ->Emails -> segment email type as shown below.
  1. Once the template is complete,select the correct contact segment and save the template.
  2. Click on the "send" button present at the right top corner as shown below.
  1. After clicking that, you will be redirected to another page where you can enter the full count of the contacts to send emails or send the email in batches.

Screenshot for entering the count.

How to bulk delete all the contacts present in a segment permanently from the Camp?

While you can delete bounced and unsubscribed contacts, it is a decision that you should carefully weigh. 

You may choose to delete these contacts for the following reasons: 

  • You no longer need these contacts in your account.
  • You wish to keep your list clean and avoid any potential GDPR violations with contacts you no longer use

To Bulk delete all the contacts permanently from a Segment we have to run a campaign.

Please do follow the steps in sequence.

  1. Launch the campaign builder and select the particular contact segment whose contacts have to be deleted as seen below
  1. Select the "Delete Contact " Action.
  2. Apply the changes and close the builder.
  3. Publish the new campaign.

Once the campaign is triggered, all the contacts will be permanently deleted from the CAMP and this action is irreversible.

When to use Stand-alone form and campaign form?

Stand alone is used to capture contact information on a website. These forms can also be used  for gated assets like White papers, case studies downloads etc. Standalone form can also be used for campaigns. These forms can be a integrated to landing page.

Campaign forms are suitable for usage within a campaign only. These can serve as the source of contacts when building a campaign.  

Screenshot depicting the form data as input for a campaign.

How to enable social monitoring feature in Camp?

Social monitoring on CAMP is available through twitter. To enable this, the business user has to have a company twitter account and then create a new developer account with Twitter.

 Once all the credentials are available then we can enable the Twitter plugin on CAMP with the company developer twitter credentials.

 Twitter developer accounts are classified as following. Based on your need, one of them can be selected.

  1. Professional- Building B2B products, Building consumer products, Building customized solutions
  2. Hobbyist –Making a bot, building tools for Twitter users, *Exploring the API*
  3. Academic-Academic Research, Teaching and Student
  4. Others- Embedding tweets on a website etc.

Screenshot showing the various types of twitter development accounts.

Once a twitter developer account is created then we would get an twitter search API key. There are different categories of search API  based on the fetching of tweet’s data .

The Twitter API platform offers three tiers of search APIs:

Standard -This search API searches against a sampling of recent Tweets published in the past 7 days. It is a basic and free search API.


Premium -Free and paid access to either the last 30 days of Tweets or access to Tweets from as early as 2006. These are enterprise data APIs, provides the opportunity to upgrade your access as your app and business grow.

 Enterprise -Paid (and managed) access to either the last 30 days of Tweets or access to Tweets from as early as 2006.  Provides full-fidelity data, direct account management support, and dedicated technical support to help with integration strategy.

 Based on your marketing objective, opt for the correct developer account. In our experience, typically, twitter takes about 10 days to accept and approve your application  

 Note:

Please carefully read all the terms and conditions while applying and strictly adhere to the twitter policies.

 Please do follow the steps below to open a twitter developer account. The main prerequisite to apply for the twitter developer account is that initially you should have that an active twitter account registered with an email id.

  1. Login to your twitter account and click on “more “button present on the right side bottom of your twitter acount where you can select the “developers “ option as shown below.

Click on the “apply” button.

Click on that “Apply for a developer account” button

Select any one of the categories mentioned based on your objective and fill the application with detailed explanation of your use case and submit the application

Once you click on submit you will receive an acknowledgement to your registered email that your application is under review. Based on the business case, twitter will provide an approval in 7-10 days or might ask for further clarification or additional information.

Once you got an acceptance email from Twitter, please contact the Camp support team for enabling configuration of twitter plugin on your Camp instance.

How can I use earlier campaign to run similar campaign on different segments?

Over a period of time, you may have designed and executed some marketing campaigns that have worked well while some have not yielded the desired marketing outcomes. For those campaigns, that have worked well, you may want to replicate the campaigns with multiple segments without having to go through the process of creating each and every step. With cloning option in camp, one can easily copy-paste an existing campaign and then go and make changes like change a segment or email etc.

Follow the below-mentioned steps.

  • Clone the existing campaign using the dropdown option and rename the new campaign.

Find below the screenshot for cloning a campaign.

  • For the new campaign launch the campaign builder, change the contact segment, campaign schedule and email template if/any as required.
  • Once all required changes are done you can publish the new Campaign

How to combine two or more existing segments present on CAMP to create entirely a new segment

  • In Camp Go to Segments -> New to create a new segment and name it.
  • Afterwards under Filters -> Segment Membership option include the contact segment you wish for the new segment.

screenshot for incluing the existing segments.

  • Repeat the process for including one or more segments as required.Inlude the appropriate boolean (and/ or) function as required between the segments .
  • Once all the segments are included,“apply” the changes and publish the segment

Important Note :This process will not alter the existing the segments and they remain same on CAMP.

How to schedule and generate comprehensive email report for a campaign on Camp?

In Camp platform go to  Insights -> Reports -> New .Create a new report and name it.
Select the input source for the report  i.e the campaign mail sent

select the appropriate data source as shown below.

In the data tab click on the relevant fields such as campaign id, campaign name, email sent, clicked, date sent, date read and all the other relevant metrics you want to see in the report as shown below.

Include any filters or Grouping factors if required as shown below

Go to the graphs section, click on all the relevant metrics you want to see as graphs and then save and close the report.

Note : If you want to see a comprehensive report for a specific campaign, you can create a filter with campaign id and enter the id of that specific campaign.

The report thus generated will provide a comprehensive details for a particular campaign.

Also, you can export the report as HTML, CSV or excel formats.

You can scehdule the report to be sent on a email at periodic intervals like daily, weekly once or once in a month.

Screenshot for scheduling the email.Include the email address and provide the scheduling day.

How to use data enrichment feature using Clearbit on Camp?

Camp allows you to do data-enrichment of contacts or companies with Clear bit.

Let’s assume you have a prospect in your Camp database with only email address and name, you can select this record and select “lookup using Clearbit” option present on Camp,it will update company name,address,social media,title/designation etc.

Similarly,if you have a company website of a prospect,you can enrich it to fetch address, telephone number,employee count,nature of business or business description.

To enable clearbit integration on your Camp, you need to sign up on Clearbit and send us the Clearbit API key by email to support@campautomation.com and we will configure the API-key and enable clear bit integration

Initially Clearbit provides you a free trial for 50 API calls per month and you can opt for paid subscription based on your requirement.

Screenshot of both the above example for your reference.

For companies’ data enrichment, you can go to companies’ section camp and create a new company and enter the company website and apply. As result data gets enriched.

Screenshot for creating a new company.

What is Lead-scoring and Lead Stages in Camp and what are the steps involved to configure:

A prospective customer that interacts with your company online is going through the customer journey, which begins and ends with different interactions and experiences that occur at different touchpoints.

 One of marketing’s key challenges is to identify leads that provide the best opportunities for closure. Using a Lead Scoring Model, it tags leads into various stages of the marketing cycle and also assigns a numerical value to leads which help prioritise leads and focus on the best ones. These values are assigned based on various interactions the contact has with your organization like visiting a specific page on your website, opening an email, clicking on a link, downloading a marketing asset like whitepaper or case-study etc.

Of course, for this to work, your marketing team will have to set up a model that accurately scores inbound leads. This model will be designed, tested, and fine-tuned by your marketing team over a period of time

 When a lead reaches a specific value based on the amount and type of interactions they have with your brand, you can pass the lead to the sales team or direct the prospective customer to a particular experience touchpoint. 

 For example, a lead with a high score could be automatically pushed into a “Bottom of the funnel” email campaign requesting they sign up or schedule a no-obligation product demo.

 Let’s look at an example and you could create stages that are most appropriate to your business and points that your marketing teams deem right for your business.

 Please follow the steps strictly in sequence for executing an effective lead scoring campaign. This campaign should be launched before executing any other main marketing campaigns.

 Step-1

 Go to the Advanced  -> Stages tab and create various stages for the buyer's journey in sequence and publish them. For simplicity, we created the following six stages.

  1. Unclassified 
  2. Prospect
  3. Lead
  4. MQL (Marketing Qualified Lead)
  5. SQL (Sales Qualified Lead)
  6. Opportunity stage

Next define threshold points for each stage, from the initial Unclassified stage to the opportunity stage with mutual consent between your marketing and sales team, which is the crucial part. Points allocation to each stage varies from industry to industry.

 An example below for assigning points range to each stage. This is for understanding purposes only. 

 Unclassified stage  < 5  points.

Prospect stage > =5 and  < =10 points.

 Lead stage  > =11 and  < =15 points.

 MQL stage >=16 and  <=25 points.

 SQL stage > = 26 and <= 69 points.

 Opportunity stage  > =70 points .

 Publish all the stages once confirmed with your respective marketing and sales teams.

 Step -2 

 Define actions and assign points for each action taken by contact before we execute an emailer campaign.

 Go to Advanced  -> Points -> Manage Actions tab on the Camp.

Here you can define points for any action taken by the contact when he/she receives the email from the campaign.

 

Below mentioned are the most probable actions taken by an email recipient:

  1. Opens the email
  2. Clicks any link/button present on the email
  3. Visits the landing page
  4. Downloads an asset
  5. Fills a form etc

 Once points are allocated for every action, publish all those actions on Camp.

 Screenshots for defining an action.

screenshot for all the actions created.

Step – 3

Segments Creation 

 Create segments with the same name as the stages that are defined in step 1. 

 Tip: It is a good practice to name the segment with the same names as that of the stages. This will help us to have a quick view on the number of contacts for each stage and determine if you want to run a nurture campaign. 

While creating each segment, we need to apply a filter named "Points" and assign points range corresponding to that stage.

 Create and publish segments strictly in sequence from the Unclassified segment to the Opportunity segment for campaign effectiveness. 

 Screenshots for each segment as below.

  Unclassified Segment

 Prospect Segment

Screenshot for defining the points for prospect segment.

Lead Segment

MQL segment

SQL segment

Opportunity segment

The purpose of creating Segments based on the points is to have the correct contact mapped to the appropriate stage. These segments will serve as input for the “always-on” campaigns which are created in the next step.

 Step – 4

Creating ALWAYS - ON campaigns

These campaigns are created to continuously check for contact actions and update the stage name for every contact based on the segments in which they are present. These are “ALWAYS–ON” meaning that should never be unpublished nor deleted.

 We create one campaign for each stage and update the stage name to all the contacts in that stage segment.

 Please create the campaigns in the order of buyer journey stages. Here in this case from prospect to opportunity stage and publish sequentially for the campaign effectiveness.

 The number of campaigns to be launched should be equal to the number of segments created. Here in this context, we created six segments so we need to create six always-on campaigns

 To create this campaign, you need to execute the following steps 

 Step 4a

In the campaign, builder select a contact segment out of six segments created earlier (i.e. Unclassified Segment, Prospect Segment, MQL Segment, SQL Segment, and Opportunity Segment)

 

Step-4b

Now click the "Actions" tab and choose the "change contact's stage" option in the dropdown.

Step 4c

 A pop-up window will appear where you need to select the respective stage of that segment only.

 

Update the changes and publish the campaign.

Similarly, create the rest of the always-on campaigns on remaining segments in sequence and publish them.

 Do‘s

  1. Please define the stages first, then the actions, segments and finally create all the campaigns. All of them have to be published in the same order.
  2. Always create and publish segments one after other in a sequence of the buyer’s journey stages.
  3. Always create and publish campaigns in the same sequence as the buyer’s journey stage as defined.
  4. Always launch your marketing campaign only after publishing all the always-on campaigns for the lead scoring.

Dont’s

  1. Do not delete always-on campaigns
  2. Do not assign points in any of your marketing campaigns since all this points allocation will be done through lead scoring campaigns. If specific cases a user is assigned any points in the marketing campaign, then it will overwrite the points assigned through lead scoring and will give undesirable results.

Exceptional case

As a special condition if you wish to redefine the points and stages on a set of fresh contacts, then they have to follow the below-mentioned steps.

 

CAUTION: These steps are recommended ONLY in the above-mentioned case.

  1. Unpublish the segments  and  always-on campaigns created for the  lead scoring campaign
  2. Create new segments with a stage name like we had created in lead scoring campaigns but don’t keep the same name to the segments like earlier. Example: We named unclassified segment for contacts falling under unclassified stage but now  for this newly created segment name it as “unclassified  - campaign name” segment
  3. Now add updated point filters and Segment_membership filter condition so that it populates contacts only from the freshly imported segment.
  4. Create the rest of the segments keeping both the filters.
  5. Now create always-on campaigns with this newly created segments.
  6. If you want to change score for the actions like opening emails, asset download, form submissions etc then we can exclude the current marketing email, form from the Manage Actions tab and assign the points in the marketing campaign itself as shown below.
  7. Publish the newly created segments in sequence.
  8. Publish the newly created Always-on campaigns in sequence.
  9. Execute your marketing campaign.

Note:

To avoid contacts influx into the newly created lead score segments we are adding additional Segment membership filter so that contacts which are added in the camp for this marketing campaign are only selected.

Screenshot for excluding the marketing mail from actions.

Screenshot for assigning points through campaign

How to use focus items on Camp?

74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.

This means that nearly three-fourths of your website visitors want personalized experiences. As a marketer, how can you show personalized and relevant information to consumers without knowing much about them?

In CAMP, we have created focus items to capitalize on this scenario.

Focus items are a type of web personalization that ena/[‘[ble you to display a message, a form, or a link based on your visitor’s behaviour on your web page. It makes sense to use them to try and convert your visitors into known contacts (Standard visitors) at the moment when they’re most engaged with your brand.

During these critical digital moments, there is an art to thoughtfully engaging your visitor without overwhelming them. You have to find the balance that’s right for your business. Not every application will be right for everyone, but here are a few best practices for using focus items in the B2B arena:

  1. Ask a question

First name, last name, job title, company, company email, and a qualifying question is a lot to ask for in one fell swoop. But asking a one-off qualifying question like, “are you using one of these solutions today?” will let you get a little more information about each potential buyer. Then when they visit your website in the future, you can offer them something based on their answer.

  1. Collect data

Data is extremely valuable to marketers. It lets you segment, target, and trigger messaging off a variety of different values, which lets you create more personalized campaigns and communications. Try asking a prospect how many employees they have at their company, or in our case, how many contacts they currently have in their database. These values will only enhance your targeting and personalization capabilities as you grow.

  1. Stop people from leaving

Most people call this “exit intent”. When someone tries to leave your page, they get a pop-up that offers them a piece of content or gives them a reason to stay. If you want to try this, I suggest only applying this to a few select pages. Having one of these pop-ups on every page of your site is overkill and makes for a pretty annoying browsing experience.

  1. Make an announcement

Say your company just landed a huge round of funding. In the startup world, this is called “crushing it”. You want everyone to know just how much you’re crushing it when they visit your website. So serve them a message that directs them to read the full press release about your highest-profile customers and your new Series C round. Announcements like this won’t happen all the time, but certain monumental company events like this call for special treatment.

  1. Offer up an asset

Someone comes to your product page and reads it from beginning to end. Whatever you wrote got their attention and they are clearly looking for a solution. But once they get to the bottom of your page, you don’t just want to let them leave. You want to convert this reader into a known contact. So what can you do?

Give them a reason to trust you more. Pick an eBook or a one-pager that is relevant to the content on the page and have it pop up when the reader gets to the bottom. If the person is truly engaged and your content offering is relevant, they’re more likely to hand over their contact info.

How to configure Focus items in CAMP:

When creating a focus item, you'll see that there is a place to enter a website link, enter the link and then click on the builder as shown below

In the below screenshot on the rightside,you can see the various engagement options

Focus/Goal

The first step to building the focus item is to choose what the focus or goal is. There are three options:

  1. Collect data - will use a Camp form in the output as the content. Note that it should be a very simple form (One or two inputs) as there is very little room to work within some of the styles. But this is great for capturing emails for newsletter signup. Once the form is created and published, one can select the form from the dropdown option present
  2. Display a notice - information only and is great for announcements etc
  3. Emphasize a link - great for landing pages with an event, sale, promotion, etc. It displays a button to click that will direct to the given link.

 Each focus/goal will have slightly different settings but all have a few in common:

  1. When to engage - this determines when the focus is engaged based on visitor interaction. It can be immediate, on scroll, timed, or with an exit attempt. If Visitor intends to leave is chosen, an option appears that allows configuration if links within the site should trigger the engagement or not.
  2. How often to engage - should the visitor be engaged every time, once per session, or during a period of time?
  3. Stop engaging after a conversion - once a user clicks the link or submits the form (not applicable for displaying a notice), enabling this option will no longer engage the visitor.

Focus style

        There are four styles supported -

  1. Bar - display a bar across the top or bottom of the page
  2. Modal - a small modal window that appears centred on the page
  3. Notification - these are like modals but smaller and slide in from the side.
  4. Full page - also like a modal only it takes up the entire view.

Each style has its own settings such as position, size, sticky, etc.

Content mode

Content section present in the builder for focus items enables you to format content in basic, editor or html mode. This opens the door for even more creativity when engaging visitors to your site.

Inserting the focus item into a website.

Once everything is done, save and publish the focus item. Inserting a focus item into a website is as simple as copying one line of code and inserting it into your page's source. After creating the focus item, view its details page where you can see engagement graphs and other detailed information. On the right,you'll see a "Focus Installation" box that includes the line of code needed. Click on it, copy, then paste it into your website's source before the closing body tag if possible.

In the below screenshot, you can see the code link present in the focus installation box

What SMS solutions are integrated with CAMP?

CAMP SMS integration supports Textlocal  (https://www.textlocal.in) from India apart from Twillio (global).

You will have to sign-up and send us the login credentials and we will configure SMS for your CAMP instance. Once enabled, below is how you could use SMS as one of the channels in your marketing outreach activities.

Create a New SMS text template as shown below, and run the required marketing campaign.

Note : Only after the plug-in is activated, you would be able to see the “Send Text Message“ as an action on campaign builder.

Screenshot of the campaign builder for text campaign.

Alternatively, we can also create the new SMS template while creating the new campaign itself. Once the SMS plugin is configured on Camp, we can follow the below steps.

  1. Go to Campaigns.
  2. Edit an existing campaign or create a new one.
  3. Open the Campaign Builder.
  4. Select a Send Text Message action.
  5. Click the New Text Message button. The form in a new browser window will appear.
  6. Fill in the Internal Name, Text Message and if required, change the language. Save it.

Note: In order to successfully execute an SMS campaign, you need to input your contact’s phone numbers and National/international codes accurately into the system. Any discrepancy will affect the campaign results.

Dynamic content and its implementation in Camp

Dynamic content is a specialised way of delivering personalised content to engage leads effectively based on demographic,behavioural attributes etc. Suppose you have a contact database with different age groups,you can engage them with a tailored content relevant to each and every age group of contacts. You can use Camp’s Dynamic content feature present in the email. With this feature one can send tailored content to all the different age group with a single email template in a campaign instead of creating multiple email templates and multiple campaigns .

Implementation of Dynamic content on Camp

Go to Channels ->Emails. Select new template email. After selecting the email template, go to email builder and from slot types present in the right-side section of the email builder select dynamic content slot and drop/drag that tab into email template.

Here in this example we are engaging contacts with dynamic content based on the demographic attribute called “City” where contacts belongs to different cities such as Bangalore,Hyderabad,Mumbai,Delhi Chennai etc.

Keep a note that the attribute field must be included in the contact database to deliver dynamic content

 In this screenshot you will be able to see that we need to select dynamic content slot and drop that slot in the email template.

First you need to add content for the default city,here in this case I am keeping “Bangalore “as a default city as shown in the screenshot

After adding content relevant to Bangalore. Now we need to add tailored content for people belonging to other cities like Hyderabad, Chennai, Delhi etc. For this, we need to click on variant option present in the customized slot.

You will be getting a new text box so that you add content relevant to that particular region. Once it is done, immediate below of that text box, you can see the option of the filter. Where you need to select the particular attribute field where on which basis you are personalizing the content. Here in this example, as I had chosen “City” as the attribute will select that field and enter the value Chennai.

Likewise, you need to select the variant button and include the content relevant to a particular city and in the filter, you need to select a particular city

Repeat the above-mentioned process for adding content for all the other cities. Save the changes.

Note:

  1. In the preview email, you will be able to see only the default content and not the content variants.
  2. You need to always execute an emailer campaign for the dynamic content to show its capability, it won’t work when sent as an individual email.
  3. Only the content present in the dynamic slot will vary, the rest of the email content will remain the same across all the email recipients.
  4. You can also add multiple attributes in the filter option while using the dynamic content. Eg: You can tailor dynamic content to engage CXO's of specific geographic locations.

How do I do A/B testing

A/B testing is a user experience research methodology. It is the process of comparing two versions of a landing page/email or any other marketing asset and measuring the difference in performance.

A/B tests consist of a randomized experiment with two variants, A and B, typically by testing a subject's response to variant A against variant B, and determining which of the two variants is effective.

In Camp, we use A/B testing feature to compare two versions of a landing page or email which one is better by typically testing the email recipient response to variant A against Variant B with the objective of which version is pulling more open rates/signups/conversion rates/form submissions/asset downloads/read rate or click-through rates etc

For deciding effective version out of two landing page designs whether it may be changed in the design of CTA button or change in the entire design of the landing page, you can use A/B testing feature present on Camp and decide the version based on the objective or winner criteria.

In the case of email A/B testing, we can compare email versions with different subject lines or comparing email designs of two versions.

Email A/B test

Create a segment with a small subset of the main marketing campaign segment which will participate in the A/B testing. You can create this segment for A/B testing, by selecting records either by manually selecting records or applying filter criteria based on demographics or behavioural information of the contacts. On completion of A/B testing, you can send the winning variant email to the main marketing segment and excluding the A/B test subset contacts.

For example, if we have 100,000 contacts in a marketing segment and we want to do A/B testing with 0.2% of this population (200 contacts) where you send Variant A email to 50% of this test population (100 contacts) and Variant B email to remainder of the 50% of the test population (remaining 100 contacts).

Then based on the test winner, you can send out the winning variant email to the remaining 99.8% (99,800 contacts) of the marketing segment.

For Email A/B testing follow the below-mentioned steps

Step 1.Create the variants for an email and define the traffic percentage of viewership of total contacts between two versions.

Create a version of Email and save it. Then on the right sidenext to the “close “ button you will be able to see a dropdown which contains “add A/B test “ option as shown below

If you click it,you will be redirected to create another email which is the variant of earlier email.

After creating the new email, before saving it,you need to provide the total percent of the contacts who will receive this version of email.Save these changes.

Below screenshot for setting the traffic reciepent percentage.

Step 2. Set the winner criteria or the business objective which will help you to decide the better version of Email among the two.

Below screenshot refers to the A/B test winner criteria for email design versions where you will find read rate and clickthrough rate as criteria included.

 

Step 3: Include the email with A/B symbol in a test campaign to determine the winner variant.

After both the emails are created, you will be able to see the A/B test symbol against the parent email as shown below. This email should be included in the A/B test campaign.

Create a campaign with this email, Once the campaign is triggered it will send out the two variants of the email based on the receipent percentage of the contacts,then as per the winner criteria you will be able to determine which variant has performed better. For example, if the read rate is better for variant B or Variant A.
Below screenshot of the A/B test campaign.

CAMP system will update the result by including a cup symbol against the winner variant which you should include in your final Marketing campaign.

Screenshot for the winner cup against winning variant for an Email A/B test.

Landing page A/B test 

For A/B test on the Landing page, perform Steps 1 and 2 similar to email A/B test as explained above. Though the winner criteria for Landing pages will be different from email testing winner criteria.

Below screenshot refers to the winner criteria or the business objective which will help us to decide the better version of landing page among two. For eg, if Download rate is selected as the winner criteria, landing page version which gets more asset downloads when compared to another version will be the winner. Same in the case of form submission rates and others.

After this you need to create a campaign with email including this landing page in the template. Once the campaign is triggered it will go to the contacts,as per the winner criteria you can determine which landing page has performed better.

Screenshot for landing page variants

Screenshot for including the landing page in the email.

Note:

  1. Always run the A/B test of email through campaigns only.
  2. We have to manually select a sub set of contacts from the main marketing segment on which the A/B test will be conducted. This sub set has to be then excluded from the main marketing campaign segment.

How do I improve deliverability?

Assuming that the domain reputation is intact, there are a number of reasons that impacts delivery and open rates and the same are listed below:

  1. List source – what is the source of this list that you are using?  Have these contacts opted to receive emails from you/your domain?
  2. Frequency of emails being sent – what is the frequency of emails that you send them? If you send them too many, even subscribed contacts may not open or unsubscribe
  3. CAN-SPAM Compliance: Comply with all the guidelines of CAN-SPAM. Some of the key guideline points are listed below
    1. Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.
    2. Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
    3. Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.
    4. Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.
    5. Tell recipients how to opt-out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt-out of getting an email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt-out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.
    6. Honour opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honour a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honouring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.
    7. Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsible.
  1. Make your readers whitelist you with the right content that they would like to receive and act.
  2. GDPR compliance: Are there any contacts from European region that comes under GDPR? If so, have you created a double opt-in process?
  3. Day and Timing of the email: Do you have any past benchmarks on what day of the week and time gives best open rates? Please schedule emails during days/time of the day where they are more likely to open
  4. Content Appeal – Is the content appealing enough for the target audience? Is there a value proposition for the audience? Validate with a sample audience before you roll out the campaign to all your contacts
  5. Keeping the subject line to ˜50 characters as a thumb rule. The best email subject line length will vary from brand to brand. That means it’s best to test out different lengths to see what works for your/your industry
Email Client Character Length

Outlook 2010 Preview

54 Characters

Outlook 2010 Compact

73 Characters

Thunderbird

66 Characters

Gmail

70 Characters

Outlook.com

60 Characters

Yahoo Mail

46 Characters

Android (480x320 px) Portrait

27 Characters

Android (480x320 px) Landscape

46 Characters

Android (800x480 px) Portrait

30 Characters

Android (800x480 px) Landscape

62 Characters

iPhone Portrait

41 Characters

iPhone Landscape

64 Characters

Windows Phone Portrait

42 Characters

Windows Phone Landscape

61.  61 Characters

According to data from Marketo, 41 characters–or 7 words–seems to be a sweet spot for email subject line length in 2019, which is about 10 characters less than the average subject line of 50 characters.

  1. Please avoid using the below words in subject line