2 What is a Campaign? Campaign is a tool designed to: Enhance and automate the process of communicating with constituentsCreate and manage communication plansWorkflow type modelprovides marketing managers the option to decide what to communicate and when.
3 Steps to Effective Campaigning PLANDefine Campaign ObjectivesHave campaign workflow drawn on paperTARGETDefine criteria to filter targetsAre all the properties for filtering available in Talisma?CONTENTCreate/ Compose Mailer that will be sent out.DEFINECreate the communication plan in TalismaEXECUTEActivate campaignMEASUREMeasure campaign effectiveness
4 Elements of a Campaign Workflow – sequence of events and actions Mailer/SMS Templates – Electronic lettersMailing Lists – used to create a set of selected TargetsOffers – Re-usable mailer content with conditional content (Bands)Print Templates – used for printed lettersLabel Templates – special case print template that allows formatting to commercially available label stock
5 Components of an e-mail Campaign Mailing ListsMailerOffer 1Band 1Band 2Band nOffer 2Offer n
6 MailersMeans of communicating electronically with Targets as part of a CampaignShared ObjectMust be associated with a Base Objecttype MailersPlain text or HTMLProperties from base object and some related objectsConditional Merge PropertiesInclude Offers
7 Mailers Additional elements that can be included in an e-mail Mailer Canned ResponseListPictures (from file or URL)Trackable URLTable
11 The Preferred Properties Pane Items from the Properties Tab can be placed in the Preferred Properties pane for easy access
12 The Tabs PaneThe Properties Tab shows the system properties for the Mailer TemplateAdditional Custom Properties can be configured by the Business Administrator
13 The Tabs PaneCategories Tab - Displays all Categories created for the Mailer Template. One or more Categories can be selected.History Tab - Displays a record of actions performed on the Print Template. (Dependent on User’s Options and audit events enabled by the Business Administrator).
14 The Tabs PaneMessage Tab – This Tab is used to create and edit the Mailer Content. It contains four sub Tabs:Edit - This is the WYSIWYG editor tab for the message. It contains a Text formatting toolbar similar to those found in Microsoft Office products.Source – This is the HTML editor tab for the message.Preview – This tab displays the HTML message as it would appear in the message.This tab displays the text only version of the message.
16 Training Exercise Explore the Mailer/SMS Template Manager Create 3 Lead Based Mailer Templates thanking the constituents for their interest in a particular area of study.Area of Study – Arts, Criminal Justice, Computer Technology(Hint: Use the Copy function from the Template Manager)Name your Mailers XX – Arts, XX – CJ, XX-CT where XX are your initials.Include at least one merged property (e.g. the constituent’s first name) in your Mailers.Refer to the Area of Study by Name in Your Mailer.
18 Conditional Merge Elements Use to merge data elements when desired output differs in Object instances or when missing data would leave undesired empty spaceFirst<sp>Middle<sp>Last becomes First<sp><sp>Last if the Middle property is nullSolution is to create two Conditional Merge elementsFirst<sp>Middle<sp>Last if Middle is not nullFirst<sp>Last if Middle is null
19 Conditional Merge Elements Resulting Mailer Template TextResulting merge with Middle NameResulting Merge without Middle Name
20 Special Considerations for Conditional Merges Unsatisfied Conditional Merge Elements will always be null – nothing will be inserted in the mailerAny satisfied Conditional Merge Element will be followed by a carriage returnIt is not possible to insert a Conditional Merge element in a lineThe Conditional Merge Element must always be a complete line or paragraphDo not follow a Conditional Merge Element with a carriage return unless your intention is to display a blank line.
21 Training Exercise Create a new Mailer Name the mailer XX – Cond Merge Write a message to the constituent confirming the constituent’s full name – First Middle LastUse a conditional Merge to properly format the full name – ‘First Last’ or ‘First Middle Last’ as appropriate
23 Offers Re-usable Mailer content – Can be inserted in Multiple Mailers Offers contain Bands – Bands allow for personalizing specific parts of the offer based on Properties or characteristics related to the Constituent.All Offer content must be contained within a Band
27 Training Exercise Explore the Offer Manager Create an Offer with 3 bands (Lead based)Bands based on Area of StudyName the Offer XX – Area of StudyCreate a Mailer Template that uses the OfferName your Mailer XX – Mailer with Offer
29 Mailing ListsMailing List is a segment of constituents that meets a specific filter criteriaShared ObjectMailing Lists can be Static or DynamicStatic Mailing List stores the segmentation results as of the time it was saved. The contents of the list can change ifThe Filter condition is modifiedThe Filter is renamedThe Base Object items are manually removedDynamic Mailing List is a set of filter conditions that generates a list of Campaign Targets only when it is scheduled to run.Overview description of the Interaction window
31 The Mailing List Window Components of the Mailing List WindowMenu BarToolbarPreferred PropertiesTab BarPropertiesCategoriesFilters(Base Object)ScheduleHistoryOverview description of the Interaction window
33 Mailing List Filters Advanced Filter Use saved filtersDefine conditions for new filterMore than one Filter can be added to the Mailing ListRequires knowledge of SQL queries and the Talisma Database structureCurrently not enabled at IU
34 Additional Mailing List Function - Sort Sort Order…Sort on one or more Base Object PropertiesSelectable Sort OrderAscending or DescendingLimit the number of Base Object instances added to Campaigns
36 Training Exercise Create Mailing Lists Static: All Leads assigned to youName: XX LeadsDynamic: All Leads in the Training TeamName: XX IU Training Team LeadsSort the list by Last Name then First Name