MM trainingMarketing – performance – part II - practice

Sources:

https://www.mautic.org/docs/en/index.html

Book - Mautic: Open Source Marketing Automation: Easy and Successful

https://books.google.cz/books?id=xfNmDwAAQBAJ

Contents

• Segments

• Conditions

• Tracking

• Triggered Campaigns

• Drip Campaigns

Segments – The Art of Profiling

Have you defined Buyer Personas?• Who is our ideal customer?• Where is he located?• How much is he willing to spend?• What does quality mean to your business?• How is your product/service typically sold?• Who are your competitors and your USP?

Have you applied it to your Marketing Strategy?

Have you worked with MM a little?

If YES, you can start with contact segmentation.

Segments - The Art of Profiling

Criteria of segmentation is be based on demographic details and company attributes (title, company size, location) as well as behavioral filters and CRM information.

Better segmentation brings better Open Rate.

• Manage Segments• https://www.mautic.org/docs/en/contacts/manage_segments.html

• List cleaning• https://mautic.com/help/list-cleaning/

Segments – filtering

• Demographic data: Gender, Where they live, Job title

• Behavioral data: What are the actions they take for your product or service? What do they buy? Are they free or paid users? When did they open your email? When and how often they buy?

• Customer sign-up data: On-boarding new users and reward the best ones.

• Customer email client data: If they’re browsing on mobile or desktop, When they say they want to receive emails.

How operators "AND" and "OR" work in segment filters ?

The "AND" operator works like an addition. It means when this one is chosen the filter below will be added to the previous one and so on.

Let's take an example: you would like to get contacts with an email address living in Annecy.

How operators "AND" and "OR" work in segment filters ?• But if you would like to have contacts with an email address living in

Annecy or Lyon, you may use the "OR" operator (example below):

How operators "AND" and "OR" work in segment filters ?

• The "OR" operator can also be used like this :

It means: contacts that are in segment

"test1" or "test2" or "test3".

In conclusion:

"AND" operator allow to add filter to the

previous one,

"OR" operator offers an alternative.

Few examples of segments:

You would like to have contacts from

segment "test1" and "test3 or only

contacts from segment "test2":

Filtering Functions

• Equals: the contact data match the ones in the field exactly• Not Equal: the contact data are different from the ones you typed in the text field. • Empty: the text field is empty. • Not Empty: the text field contains some information. • Like: the content is partially present in the contact field. Use the “%” symbol to

isolate the common stem for Mautic. E.g.: “%ill” will give results such as “Bill” and “Will”. Likewise, “%ro%” will deliver “Robert” and “Sharon”.

• Not Like: the opposite of Like . Your typed text is not present in the text field.

Filtering Functions• Regexp: A complex field that structures verifications by using regular

expressions• Not Regexp: Just like Regexp , but the filter applies even if the regular

expression is not verified, hence false. • Starts with: used to select words that start with the same text stem (E.g.: La

ura, La rry). • Ends with: used to select words that end with the same text stem (E.g.: b oat , c

oat ). • Contains: Similar to the two previous filters, but the text stem is located

somewhere in the middle of the word (E.g.: clo the s, fa the r).

Regular Expression can be helpful

Where to learn: https://regexr.com/Examples: https://code.tutsplus.com/tutorials/8-regular-expressions-you-should-know--net-6149Or we could help you to build Regular expressions of your needs in MM.

Segments - notes

• Segment can be locked by last editing user – unlock before deleting, editing etc.

• When Segment is unpublished, it can not be used in campaign

Points, Actions, Triggers in MM – Lead Scoring

• Define Action first (Points -> Manage Actions)

• Define Trigger (Points -> Manage Triggers)• E.g.: Opens an Email, Is sent an Email,

Downloads an asset, submits a form, visitsan URL, visits a Landnig Page defined in MM

• Create a trigger to take some action with the contact once a certain point level is reached. You can adjust a contact's campaign, push to a CRM, send an email, etc.

Lead Nurturing Campaign

Your users can end up in one of these three situations: 1. Users who read all the emails and visit all the linked pages = +24 points. 2. Users who read all the emails but never visit your website = +9 points. 3. Users who do not respond to any email = -3 points.

• Target segment:• Users opted-in – Confirmed Users

• Conditions:• Opening and Not opening emails

• Actions:• Adding or Removing Points to

Contacts

Conditions

Conditions can be used to execute different actions based on a contact's data. For example, a condition can be configured to execute an action if a contact has an email or do something else if they do not.

• Conditions based on Contact Field Value.

• Conditions based on Form Field Value.

• Wait a specific time interval

• Filter contact segments

Conditions

Positive status Condition Path (Green Points)

• Actions attached to the green point of a condition are considered as positive status points. The status condition path is taken as a result of the condition at the end of the delay set (trigger, delay or specific date).

Negative status Condition Path (Red Points)

• Actions attached to the red point of a condition are considered as negative status points. This path is taken as a result of negative status for the condition at the end of the delay set (trigger, delay or specific date).

Touch Management

• There are specific times when you should send information through specific channels.

• You can now set limits on the maximum number of times a contact can receive a message through a particular channel. In this case, a marketing email.

• Limits can be set per channel, system wide for all contacts and can also be overwritten at the individual contact level.

• Don’t fall into the trap of over communicating with your contacts.

Tracking – pixels/tags

• Mautic Tracking code

• Facebook pixel

• Google Analytics tag

• Matomo/Piwik ...

• We recommend to use Google Tag Manager for implementing tags on website

<script>(function(w,d,t,u,n,a,m){w['MauticTrackingObject']=n;

w[n]=w[n]||function(){(w[n].q=w[n].q||[]).push(arguments)},a=d.createElement(t),

m=d.getElementsByTagName(t)[0];a.async=1;a.src=u;m.parentNode.insertBefore(a,m)

})(window,document,'script','https://cz-mm.aliveplatform.com/mtc.js','mt');

mt('send', 'pageview');</script>

Tracking – Google Analytics

• UTM tracking – measurement of visits from email in Google Analytics

• Every link in email should be enriched with UTM parameters, eg.:• source = mautic – our standard

• medium = email – standard

• campaign = „date“ or „subject“

• term = „message part“ or „title“

• content = „object“ like image, button, text..

Purpose is to identify, which part brought visitor and his behavior on thewebsite.

Tracking UTM – setup

• You should track every URL with UTM parameters.

• You can use form in Email setup, so allparameters will be same in the email URLs

• It rather depends on the character of theemail, how „rich“ UTM parameters structureyou should use.

• When you send same emails every month(same template), you can analyse and test impacts of changes on performance in Analytics.

Tracking – Google Analytics

?utm_source=mautic&utm_medium=email

&utm_campaign=NL-12&utm_term=darek

&utm_content=image

?utm_source=mautic&utm_medium=email

&utm_campaign=NL-12&utm_term=darek

&utm_content=title

?utm_source=mautic&utm_medium=email

&utm_campaign=NL-12&utm_term=darek

&utm_content=button

?utm_source=mautic&utm_medium=email&utm_term=muj-isic

&utm_content=header

Tracking clicks within an email lets you know with which content readers interacted the most. We recommend tracking all links in all your emails as a campaign, whether it is a newsletter, a custom support email, an email invoice, etc. You might be surprised to see which of your emails lead to conversions and if they don’t, try to tweak those emails, so they might in the future.

Tracking – Google Analytics

• Then you can analyse the behavior of your email readers (those whoclicked and visited your website.

• Measure their actions, visited pages etc.

Tracking – Google Analytics

• You can browse all Google Analytics with defined Segment(s)

• So all dimensions will show only filtered metrics – you can use customsegments, or predefined

Email Performance Analytics in MM

Tracking - integration

• User ID in Google Analytics -https://support.google.com/analytics/answer/3123662?hl=en

• https://www.mautic.org/docs/en/contacts/contact_monitoring.html

Creating Campaigns

• https://www.mautic.org/docs/en/campaigns/index.html• Time & Contact Driven campaigns

• Define strategy

• Define Personas (customer types)

• Define Contact Segment or LandingPage-Form (Lead Generation)

• Define Decision

• Define Action

• Define ConditionBuilding simple campaigns can lead to standard campaign patterns compatible with multiple transition flows. You will end up with reusable campaigns.

If you make the opposite choice, building intricate campaigns that contain a lot of specific information, complexity will increase over time turningmanagement into a harder task.

Creating Campaigns

• Decision – contact performs or does not perform an action• Device-visits, Downloads Asset, Requests Dynamic Content, Submits a form,

Visits a page• In other words you can choose which device, asset, dyn. Content, form or a

page trigger the next campaign stage

• Action – something executed by MM• Update Contact Data, change Contact`s stage, tag, segment or campaing,

Push contact to integration, Send emails, texts or show items on website, Delete Contact

• Condition - upon selection, MM will show the available conditions• Verify Contact Field• Verify Form Field

Creating Campaigns - Decisions

Green + icon – conditions and actions in case theevent happens

Red + icon – conditions and actions, when thisevent not happening

Building simple campaigns can lead to standard campaign patterns compatible with multiple transition flows. You willend up with reusable campaigns. If you make the opposite choice, building intricate campaigns that contain a lot of specific information, complexity willincrease over time turning management into a harder task.

Triggered Campaign after specific URL visit Setup1. Define Segment – e.g. filter contacts with Marketing Consent

2. Add Campaign and define flow1. Add Decision - Visits the specific page

1. Add Action - Add a tag ICID_Visit2. Add Action in 1 hour - send email

2. Add Decision - Contact opens email1. Add Action if Yes - Add & Remove Tags (offer_sent, ICID_offer opened)2. Add Action if No - Remove tags after 10 days

3. You can extend this campaign with next steps in flow – e.g. Modify Contacts Segment after the last email is sent. (ICID Visits, Offer sent)

Double Opt-in campaign setup

• Double Opt-in Campaign1. Build Landing Page in Mautic with

confirmation of received Email address

2. Prepare Confirmation request email. Make itsimple!

3. Create 2 new segments:

1. Unconfirmed Registered Users

2. Confirmed Users

4. Create a campaign form and name it eg. Double Optin

5. Prepare 2nd Landing Page, where user (contact) can register and add the form fromstep 4

6. Create a new campaign!

Double Opt-in campaign setup1. Select the Form you created in step 4

2. Add a Decision – Submits created FormAdd an Action followingregistration – Send Email

3. Setup Send Email – select the created email in step. Make ittransactional so you can use it more than once

4. Add a Decision for Visits a Page – select Thank you Page from step 1

5. Add an Action Modify Contacts Segments upon verification – thisaction has to add the contact to the segment of Confirmed Usersand remove the contact from Uncofirmed Registered Users

6. Setup a Decision if the landing page visit is falsified. This shouldsend email from step 1 again. Schedule it to deliver this second email at least 3 or 4 days later.

7. If the same Decision has a new negative outcome, setup a timeAction that deletes the contact who did not confirm his email address sometime after one week, eg. 10 days

Drip campaigns – use Template Email

• Onboarding emails• Welcome new user to Muj ISIC -> send email with advice and recommendation to update profile

• Upsell offers• New card user -> Insurance offer (start with 1. email containing tips for travelers, then send 2. with

Insurance exklusive offer)

• Customer Engagement / delight• ISIC Tour competition winner -> Special offer just for winners/attendees• To get users back on website after their long absence – we have news..

• Action completion drips• After the visit of Online Ordering form• After completing steps in funnel eg.

https://insurance.aliveplatform.com/b2c/travel.html?execution=e1s4• User did not complete any order by distraction or any other reason• Send email : We noticed that you were interested in ISIC insurance but did not continue to

Checkout. When you are ready to buy, simply visit Online Ordering form again to complete yourorder..

Reports - pointsThere are numerous tools outside of Mauticthat can help you analyze your target’s and users behavior. The most famous of these iscertainly Google Analytics & Google Trends.

Mautic offers feedback to your strategy too:• Standard Reports• Customize Reports

• Visits Published pages• Submissions of published forms• Leads & Points• Downloads of All Assets• All Emails

Reports - contacts

You will find several options you can explore and combine. Test them, and find out which reportsoffer a better interpretation for your strategy. Pick the data that quantify your performances in reference to your ultimate goals.

More useful MM features

• Exporting contact segmens with conditions for creating:• Custom Audiences for PPC campaigns – Facebook, Google

• Similar/Looklike Audiences for Facebook, Google for wider reach of campaigns

• Analytics over particular contacts behavior

• Honeypot Campaign – Security firstCreate registration field in a form on website, that only bots can see, when you set up condition that verifies whether the field has been filled in or not, you can know if human or bot was there. The Actions gets activated: the contact is removed

• Future of Mutic• Machine learning capabilities, to create smart segments and provide product suggestions

dynamically. Integration with Facebook and Google custom audiences and offline conversionsare also on their way, opening the road to end-to-end

Notes & Suggestions

• Unpublish needless segments

• Reduce the time that mails are to be published in terms of relevance. Otherwise if a contact enters a targeted segment, a batch of all published emails for that segment will be sent to him

• Segments refresh every 15 minutes

• Try use videos in emails, then target users who viewed video in otherchannels of marketing mix

• Use buttons with CTA

• RegExp!

Thank you for your attention

Feel free to contact me:

Ondřej PanuškaOnline Marketing Specialist(t): +420 778 736 052(e): ondrej.panuska@isic.czhttps://www.facebook.com/ondrexhttps://www.linkedin.com/in/ondrex/