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A
Anonymous
July 9, 2018
Question

Reporting on the same Email Program Multiple Times

  • July 9, 2018
  • 1 reply
  • 3936 views

We have an email program, and we want to send this out multiple times to the same leads. Each time we send this out,we want to report on the stats separately, but don't want to duplicate the program. Currently we changed the program status and use this to calculate reporting, but would not be able to use this to report on multiple sends. How could this be achieved?

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1 reply

Grace_Brebner3
Grace_Brebner3
Level 10
July 10, 2018

Hey Bethany,

Can you detail more the context of the program? What kind of email is it? Are there any variables that change each time you send it (e.g. is it always the same content, same objective?) What's the reason why you don't want to create a new program for each send? What metrics are you trying to report on?

The answers to the above would dictate whether biting the bullet and doing a new program for each send is the best approach, or whether simple tweaks to reports/smart campaign processes would suffice.

As one point - I make a rule of thumb that an email program should only ever be used to send a single email to a single group at a single point of time - no resends, no multiple email strings, no further data processing, etc. Newsletters, legal updates, product announcements can be good examples. Email programs are great for setting things up quickly, but for use cases beyond the above they can make your job much harder - so for anything that doesn't meet that criteria I always go for a default program (obviously unless it's an event/nurture!).

A
Anonymous
July 10, 2018

Hi Grace!

It actually is the default program type (sorry for the confusion!) This is what we are trying to achieve.

We created a custom campaign (similar to a drip campaign but not using the nurture program) where leads would flow through each program every so often if they meet the criteria. We do update this content periodically, so when leads run through our last program, we would like them to start back at the beginning and flow through again if they still meet our criteria. The issues we are having is we want to report on these leads separately (as far as sent, opened, delivered, bounced, etc) and we don't want to duplicate any email creatives (because it would be a lot of work on our end to constantly update these in all places). We report on our current campaigns by using program statuses - we have formulas that reference these in SFDC to calcuate stats (i.e. if email is deliver change status to Email Delivered, etc).

Thank you,

Bethany

Grace_Brebner3
Grace_Brebner3
Level 10
July 10, 2018

Hey Bethany - thanks for the extra detail. Helps a lot! Good to understand a little more about the purpose of the program.

If you're just looking to see email performance metrics, is there a reason why you don't want to use an email performance report to look at, say, month by month performance? Do you really need to report on how each individual lead behaved?

Using program statuses is unlikely to be the right strategy - since people cant go back to an earlier status and adding new statuses for every additional cycle is definitely not scalable. Using a series of email performance reports with date filters is going to be the simplest way to get a sense of how the performance is generally going, but will not give you a lead-by-lead breakdown, nor will it show you a comparison of engagement of first time they went through vs 2nd vs 3rd - though you could likely achieve this with smart list filters and comparisons.

Is there a reason why you structured it as a default program over a nurture? An alternative solution that I can think of would be a nurture with nested default programs, and streams for each cycle (e.g. 1 = 1st cycle, 2 = 2nd cycle, etc). You wouldn't have to create new content for each send as they'd all be referencing the same default programs, and you'd have better visibility over the 1st/2nd/3rd engagement differentiations with a stream performance report. Doesn't solve the individual break down puzzle, but does give a bit more visibility.

It's an interesting puzzle!

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