Campaign Management Software: automation helps with campaign coordination and planning
- In many organizations, the number of campaigns is growing. For example, due to increased use of marketing automation and e-mail marketing.
- If the number of campaigns grows, you run the risk of approaching recipients too often. This situation can be prevented with a personal and automated campaign planning.
- By automating campaign coordination, it is possible to save time, increase reach and offer customers a more personalized experience.
What is automated campaign coordination and planning
If you work in an organization that sends a lot of campaigns, work with multiple brands or with a large marketing team, you may know that the coordination between campaigns takes a lot of time.
Due to the increased use of marketing automation, there are more and more small campaigns and follow-up actions, that can get in each other’s way. You want to prevent someone, who has just received an offer via lead generation, from receiving an offer from a bulk mailing in the same week. When people are in a retention campaign, it can be useful to exclude them from other offers for a while.
Suppose you want to reach a certain target group across different brands. It could be quite a challenge to schedule such a campaign between all ongoing campaigns.
In this case, the solution is automated campaign coordination. This makes it possible to automate the scheduling of campaigns and content across brands based on priority. It saves time and optimizes the reach from campaigns.
This article covers the following topics:
Automating contact pressure
One of the first problems campaign managers face is contact pressure. Especially existing customers, who receive e-mail from different sources, have more chance of receiving several mailings at the same time.
That does not always have to be a problem. If you receive a daily newsletter, it is not a problem to receive a commercial e-mail as well. It is important to avoid that customers receive offers from different campaigns, in the same period of time.
Therefore, with Basedriver we work with a point system for contact pressure. Every customer gets a number of ‘contact points’. It is then possible to allocate the maximum numbers of sent messages and the number of contact points per type of expression (e.g. news letter, service, commercial) and per type of channel (e.g. e-mail, telemarketing, direct e-mail).
The question is, of course, what happens when the maximum is reached? That is why it is important to give priority to campaigns. If there is a conflict, the campaign with the highest priority comes first.
With the number of points, it is also possible to determine whether they expire per day, week or month. This makes it possible to create business rules that apply to a brand or to the entire organization. Examples of this kind of business rules are:
- Send a maximum of one commercial mailing per week per brand.
- Send a maximum of two commercial mailings per month.
- Do not send upsell mail if the customer receives the retention campaign.
- Call a customer up to twice a month by outbound telemarketing.
Planning campaigns for multiple brands
Companies that work with multiple brands, such as publishers, media companies and many financial institutions, will recognize that cross-brand campaigns also need to be coordinated.
A common campaign-example is that unsubscribers of brand A are approached with an offer of brand B. Obviously, existing customers of brand B must be excluded.
If you try to do the same with multiple brands, for example approaching unsubscribers of brands A, B, C, D with offers of brands E and F, it is a lot more complicated to make the right selections. Especially since the status of customers can change at any moment.
Another issue of the above situation, is a customer who unsubscribes from both brands A and B. Does he get the campaign twice? If not, from which brand?
In Basedriver, brands also have priority. The customer automatically receives a multi-brand campaign from the brand with the highest priority. This campaign also automatically gets the right template with, for example, relevant unsubscribe links.
If the contact pressure for this brand is already filled, we will automatically switch to the next brand. In this way, we ensure that you generate maximum reach, without sending customers too many campaigns.
Never again postpone entire campaigns with automatic and personalized campaign planning
Contact pressure is one of the aspects to take into account when creating a campaign planning. For many campaign managers, planning and coordinating campaigns is a lot of work, in which entire campaigns are postponed in favor of other campaigns.
If you automate the planning of campaigns, it is possible to create personal campaign schedules. This means that every recipient has his or her own campaign planning with campaigns he or she is eligible for.
As a result, a campaign is only postponed for those who are in multiple campaigns. The rest will just receive the campaign as planned.
An additional advantage of the personal campaign planning, is that campaigns can also be set up for people who have not received anything for a while. It is possible to create a campaign with low priority that is sent continuously. By giving this campaign a high contact pressure, it will only be sent if there are no other campaigns.
Many companies keep the highest priority for calamities; commercial mailings are automatically postponed if there is a calamity.
Other things to keep in mind when creating the personal campaign planning:
- The opt-in for which the receiver has given permission (because of GDPR);
- The brands the recipient is a member of or has given permission for;
- The last time a customer opened an e-mail (because of deliverability);
- The other channels included in the campaign and the contact pressure of those channels (e.g. telemarketing);
- The best time to send a campaign (for example based on machine learning).
A personal campaign planning is very dynamic. Every new campaign and every recipient’s action can make a difference. That is why Basedriver continuously calculates a new campaign planning based on a smart algorithm. This way, you always have an up-to-date planning at your disposal.
Campaign planning with Basedriver
Campaign coordination and campaign planning is an essential part of e-mail marketing automation. Basedriver is email marketing software specifically designed for this challenge. For example for automatically approaching unsubscribers, sending personal newsletters or automating campaigns.
We make sure that you generate more visitors from e-mail marketing and that you can recognize those visitors on the website. This will increase the revenue of your e-mail marketing team. Basedriver fits into an e-mail marketing strategy that leads to more online visitors and subscribers, without increasing marketing costs.
Would you like to know more about e-mail marketing with Basedriver? Please contact us for a personal demonstration.
This post is also available in: Nederlands (Dutch)