Contact Campaigns
How to create and manage automatic email campaigns for contacts
Automated email campaigns allow you to schedule a structured sequence of communications directed at a specific contact. These campaigns are essential to optimize commercial follow-up, inform about relevant progress, or support management processes without the need to send each message manually, thus ensuring smooth and timely communication.
In this tool, a campaign consists of multiple mailings organized chronologically. Each mailing includes a defined subject, personalized content, and a time interval set in relation to the previous email or the campaign activation date. Additionally, it is possible to incorporate strategic pauses so that the responsible agent can evaluate the situation before continuing with the sequence.
What is an email campaign and what is it for
An email campaign is a chain of automated emails triggered directly from a contact's record. Instead of generating individual reminders, a predetermined path of messages is designed to be sent following a preset schedule, thus facilitating coherent and orderly communication.
For example, in a real estate marketing campaign, the sequence could include:
• A first email presenting the proposal in detail.
• A second message informing about the expected publication date of the property.
• A subsequent notice to request additional documentation, confirm progress, or resume the conversation with the client.
The main purpose is to maintain continuity in commercial communication, ensuring that each contact receives relevant and contextualized information at every stage of the process.
Assigning campaigns to individual contacts
Campaigns are linked directly from each contact's individual record. Although the platform allows configuring multiple campaigns, the assignment is not done en masse from this flow, but contact by contact.
This implies the need to verify that the selected campaign is appropriate according to the specific case, the commercial phase the contact is in, and the message they should receive to maximize its effectiveness.
Before creating a campaign: plan the sequence
To facilitate the creation of emails in the platform, it is advisable to define beforehand the function and purpose of each mailing within the campaign. Having a clear and well-structured sequence avoids message duplication, sets reasonable deadlines, and ensures that emails are sent at times that provide real value to the contact.
Use this basic guide to design the sequence:
• Objective: determine what you want to achieve with the campaign, such as presenting a proposal, communicating a milestone, or requesting information.
• Recipient: identify the profile or type of contact to whom the campaign will be directed.
• Order: establish which message will open the communication and which will follow to maintain a coherent narrative.
• Interval: define the number of days that must pass between each mailing to avoid overwhelming the recipient.
• Human intervention: indicate points in the sequence where the agent must perform a manual review before continuing.
Remember that a campaign does not need to be extensive; two well-designed messages can be sufficient for punctual and effective management.
How to create a campaign from a contact's record
The process starts in the Contacts area. Locate the previously created contact and open their record. This view shows the contact's general information along with various management tabs, including the Campaigns tab.
If the campaigns area is empty, it means the contact does not yet have any associated campaign.
• Access the contact's record from the general list.
• Go to the Campaigns tab.
• Select the option to create a new campaign.
• Decide whether you want to create a custom campaign from scratch or apply a predefined template.
• Complete the initial configuration fields and save the changes to continue.
The initial configuration includes the campaign name, recurrence, responsible agent, and activation date, key parameters for efficient management.
Essential fields when configuring a custom campaign
When creating a campaign from scratch, it is essential to establish the main parameters before adding the mailings that will compose the sequence:
• Campaign name: choose a clear and descriptive name that facilitates its identification, such as “Real Estate Marketing Property A” or “Client X Proposal Follow-up”.
• Repetition: define whether the campaign will be one-time or recurring, with options including annual, semiannual, quarterly, bimonthly, or monthly periodicities, depending on the nature of the process.
• Responsible agent: assign the person in charge of supervising and managing the campaign to ensure personalized follow-up.
• Activation date: set the exact moment when the campaign will start sending the scheduled emails.
• Notes: include internal notes that provide additional context about the purpose and specific characteristics of the campaign.
Commercial campaigns linked to specific actions are usually configured as one-time, while periodic communications can benefit from a recurring configuration to maintain regularity.
How to add automatic mailings to the campaign
Creating the campaign is only the first step; for the emails to be sent automatically, it is necessary to add the mailings that will compose the sequence. Each mailing corresponds to an individual message and occupies a specific position within the campaign.
• Click on New mailing within the created campaign.
• Assign an internal name that allows easy identification of the purpose of this mailing.
• Define the number of days that must pass since the previous mailing or since activation in the case of the first email.
• Decide whether the campaign should pause after sending this message to allow a manual review.
• Add the subject and write the email content, or select a previously created template.
• Save the mailing and repeat the process to configure all necessary messages.
How to calculate the margin days between mailings
The time margin determines the waiting interval between each mailing. For the first email, the period is counted from the campaign activation date. In subsequent mailings, the calculation is made in relation to the immediately previous email.
For example, a sequence could establish:
• Mailing 1: proposal presentation, 1 day after activation.
• Mailing 2: communication with the expected publication date, 3 days after the first mailing.
With this configuration, if the campaign is activated tomorrow, the first email will be sent the next day and the second three days after the first, ensuring an appropriate cadence.
When it is advisable to pause a campaign
The pause function allows introducing a manual review between two automated messages. When activating this option after a mailing, the responsible agent receives a notification to evaluate the progress of the management before continuing with the sequence.
This functionality is especially useful when the next step depends on a response from the contact, an internal approval, or an action external to the platform.
It is recommended to activate the pause in situations where:
• A response or confirmation from the contact is expected.
• The agent must make a call, meeting, or specific task before proceeding.
• The content of the next email must be adapted based on the outcome of a previous management.
Use of templates and email personalization
If you have predefined messages in template format, you can associate them directly with the mailings to speed up creation and maintain uniform and professional communication. Templates also allow incorporating dynamic parameters that are automatically replaced by specific data from each contact, such as name or company.
For example, a personalized greeting can include a parameter that inserts the client's name, avoiding generic greetings and improving the recipient's experience.
Each mailing allows selecting a template or writing a personalized email with adapted subject and content.
Before saving an email, carefully review the following aspects:
• That the subject clearly reflects the purpose of the message.
• That the tone is appropriate for the stage of the commercial relationship.
• That the dynamic parameters correspond with the available and updated information in the contact's record.
• That the text does not assume progress or decisions that have not yet been confirmed.
• That the call to action is clear and specific about the next step the contact should take, if applicable.
How to convert a campaign into a reusable template
When an email sequence is designed to be used frequently with multiple contacts, it is advisable to convert it into a campaign template. This allows applying the complete structure without the need to recreate each mailing from scratch, saving time and ensuring consistency in communications.
This functionality is especially useful for repetitive processes, such as marketing communications, regular follow-ups, or periodic notices.
Before converting a campaign into a template, make sure it is general and adaptable enough:
• Remove specific references to particular cases or contacts.
• Replace names, dates, and particular data with dynamic parameters whenever possible.
• Verify that the intervals between mailings are suitable for most scenarios.
• Confirm that the responsible agent can be assigned or modified when applying the template to new campaigns.
Activation and monitoring of a campaign's status
After creating a campaign, it may remain in a pending activation state. The general campaigns view allows consulting its current status, scheduled activation date, name, number of configured mailings, indication if it is a template, and the last mailing sent.
To start the campaign, it is necessary to change its status from pending activation to activated and confirm the action. Once activated, the contact's record will show the associated campaign as active and automatic sending will begin according to the established sequence.
The general list offers a complete overview of the status and configuration of each campaign, facilitating control and efficient management.
It is essential to verify the status before expecting email sending, as a created but not activated campaign will not start its mailing schedule.
How to filter contacts by their campaign status
The contact list includes specific filters for campaigns, allowing you to quickly locate those contacts with activated campaigns, pending campaigns, or other defined statuses.
• Access the general contact list.
• Open the available filters panel.
• Activate the Show campaign filters option.
• Expand the campaign status filter.
• Select the status you want to consult, for example, activated campaigns.
This filtering facilitates the supervision of the contact portfolio without needing to open record by record, allowing more agile and effective management of active communications and those requiring immediate attention.
Common errors when configuring campaigns and how to avoid them
Creating the campaign without adding mailings
Configuring the name, recurrence, and activation date does not automatically generate emails. It is essential to add and save each mailing for the sequence to function correctly.
Confusing a pending campaign with an active one
A campaign in pending status is not yet running. It is important to confirm that the final status is activated for the sequence to start.
Ignoring the correct calculation of days between mailings
Margin days must be calculated in relation to the preceding email. Before activating the campaign, review the entire sequence to ensure that the sending dates are coherent and appropriate for each contact.
Not using pauses when management requires manual review
If the next message depends on a response or external commercial action, automating the sending without pause can generate out-of-context communications. In these cases, it is preferable to include pauses to allow proper review and decision-making.
Saving a template that is too specific
A campaign intended to be reused must be adaptable to different contacts. Avoid including dates, names, or particular circumstances that limit its application. First convert the campaign into a general structure before offering it as a template.
Essential checklist before activating an email campaign
• Verify that the correct contact has the appropriate campaign assigned.
• Ensure that the campaign name clearly reflects its objective.
• Confirm that the activation date is correct and timely.
• Check that all necessary mailings are created, configured, and saved.
• Review that the margin days establish the expected mailing schedule.
• Validate that subjects and contents are correctly written and adapted.
• Confirm that templates and dynamic parameters show the appropriate information.
• Ensure that pauses are configured at points requiring human follow-up.
• Change the campaign status to activated to start the sequence.
Conclusion
Automated email campaigns are an essential tool to structure and optimize the follow-up of each contact through scheduled and coherent communication sequences. To make the most of them, it is fundamental to define a clear objective, design each mailing with its respective deadlines, incorporate pauses for key commercial decisions, and confirm the campaign activation.
Additionally, using templates allows standardizing repeatable processes, while filtering by campaign status facilitates continuous control and supervision of active communications, ensuring more efficient and professional commercial management.
Perguntas frequentes
Isto foi útil?