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    Building Email Campaigns: Pt. 2.1 - Automatic Campaigns

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    There are four parts to building campaign emails. This article, Automatic Campaigns, is part 2.1. For information on other parts of the process, click one of the links below: 

     

    Introduction: Email Campaigns

    Part 1: Campaign Status Menu

    Part 2: Types of Email Campaigns:

    • Pt. 2.1 Automatic Campaigns <

    Part 3: Campaign History

    Purpose

    The Club OS Campaign Emails feature enables clubs and their locations to stay connected with prospects and members beyond the standard membership and PT follow-up schedule. Automatic Campaigns are email campaigns triggered by events or conditions occurring, such as an account status change, a birthday, or a certain number of days since last check-in.  Automatic campaigns are ongoing and members are not emailed in bulk, but rather individually as they satisfy the triggering event. These campaigns remain active until deactivated by the club. This article discusses how to build an automatic campaign.

     

    Building a Campaign

    First, click the ‘Marketing’ tab on the side navigation bar. Then, select ‘Automatic Campaigns’ from the secondary navigation menu.

     

     

    The Campaign Status Menu will open. To create a new campaign, click the purple ‘Add Automatic Campaign’ button in the top right corner of the page.

     

     

    Campaign Builder Sections

    The campaign builder is separated into four sections. Each section and its corresponding features will be explained in order. Click a section to jump to it in the article:

      

    • Note: Any time during the building process, users can utilize the three options in the top right corner.

     

     

    • Cancel: If selected the user will exit out of the campaign builder without saving progress and be redirected to the campaigns menu.

     

    • Quick Save: If selected campaign progress will be saved into the draft campaigns submenu. The user can continue to build the campaign without exiting. It’s recommended users utilize the quick save button after completing each section.

     

    • Save & Exit: If selected the campaign progress will be saved into the campaign drafts section and the campaign can be completed at a later date.

     

    A. Setup

     

     

    1. Name: This will be the name of the campaign for the club’s records. It will not be seen by the recipients. The name should be descriptive but brief, and easy to remember, such as ‘Birthday Campaign’, ‘Halloween Promotion’, ‘No Check-In Campaign’.

     

    2. Subject Line: This will be the actual subject line the recipient will see in their inbox.

     

    3. Add Dynamic Content: Dynamic tags are placeholders for values like a recipient name, location, date, signature, etc. Once the email is sent, dynamic tags are filled in by information pulled from the recipient’s profile. This allows users to customize each email to its corresponding recipient.  

     

    Example: If the dynamic tag ‘{{recipient-first}}’ is entered into the subject line, then the recipient’s first name will replace it once the email is sent. So, the subject, ‘We Miss You, {{recipient-first}} becomes ‘We Miss You, Ashley’ or ‘We Miss You, David’.

    Note: Click here for more info on dynamic tags.

     

    4. Campaign Type: The selected campaign type determines the event or condition that triggers the campaign to begin. Select the ‘Campaign Type’ drop-down menu and choose from the available campaign types.

     

     

    The available campaign types are as follows:

     

    • Status Drip: A campaign triggered by a change in status for a prospect or member.
      • Example: A member’s status switches from ‘Active’ to ‘Inactive Member Expired’, which triggers a campaign encouraging the member to renew their membership.

     

    • Product Drip: A campaign triggered by a member purchasing one or more select products from the club.
      • Example: A member purchases a group class, which triggers a campaign offering the member PT training with the trainer who leads their group class.
      • Note: If ‘Product Drip’ is selected, then an additional option will appear underneath the 'Sends' button. The ‘Send after first purchase only’ option prevents the same member from being contacted multiple times if they repurchase a product. Click the small white box to select this option.

     

     

    • No Check-In Drip:  A campaign triggered by a set number of days passing since a member’s last checked-in to the club. If this option is selected, users can customize the triggering number of days in the ‘Sends’ section. Enter the desired amount of days without a check-in directly into the white box.

     

     

    • Member Join Response: A campaign triggered by a new member joining the club. Users can customize a welcome email that sends immediately once the member joins.

     

    • New Prospect Response: A campaign triggered by a new prospect added to the system from an external source. That’s not a direct add, but rather an external add.

     

    • Birthday: A campaign triggered by members’ birthdays. Users can customize a birthday email from the club that sends 8:15 a.m. on the member’s birthday. Note: For a Prospect or Member to qualify for this campaign, a birthdate must be saved within their campaign.
      • Example: “Happy birthday, {{recipients-first}}! Everyone at {{location-name}} would love to talk to you about ways to make this the healthiest and happiest year yet!”

     

    • Successful Referral Drip: A campaign sent to a member who referred a friend to the club and they signed up for a membership.
      • Example: “Thanks, John! Karen McClusky just joined the club thanks to your referral!”

     

    1. Sends: The ‘Sends’ section enables users to customize the number of days after a campaign is triggered that the first email is sent to the recipient. This function is subordinate to the ‘Campaign Type’ drop-down menu and is only available for the drip campaign types.
      • Example: If the user selects ‘Status Drip’ and enters (3) into the ‘Sends’ text field, then recipients will be emailed three days after their statuses changes.  

     

     

    6. Send From: The ‘Send From’ drop-down menu enables users to assign who the recipients see as the sender of the email.

    • To choose a sender, select the drop-down menu:

     

     

    The ‘Send From’ options are as follows:

     

    • *Member Sales Email: This is the default email account assigned to membership follow-ups with prospects for the club.

     

    • *Member Support Email: This is the default email account assigned to membership follow-up once a prospect converts to a member.

     

    • *Default PT Sales Email: This is the default email account assigned to PT follow-up with members for the club.

     

    • *Default PT Support Email: This is the default email account assigned to PT follow-up when a member purchases PT.

     

    • Assigned Membership Follow-Up Email: The sender will be listed as the club staff member who is the assigned membership follow-up for the recipient. This is a dynamic ‘Send From’ option and changes per recipient.

     

    • Assigned PT Follow-Up Email: The sender will be listed as the club staff member who is the assigned PT follow-up for the recipient. This is a dynamic ‘Send From’ option and changes per recipient.

     

    • Assigned Trainer Employee: The sender will be listed as the club staff member who is the assigned trainer for the recipient. This is a dynamic ‘Send From’ option and changes per recipient.

     

    • *Campaign Email 1: This is a customizable email account that enables users to set up a separate ‘From Name’ and ‘Reply-to Email’. This allows club’s to customize the name recipients will see listed as the sender. (To learn more, click here.)

     

    • *Campaign Email 2: This is an additional option with the same function as ‘Campaign Email 1’.
      • Note: Asterisks (*) denote that an email account is assigned to that ‘Send From’ type through the club’s ‘Location Settings’ (My Club → Location Settings).

     

    To move to the next section, select the ‘Next’ button’, located at the bottom of the page.

     

    • Note: It is recommended that users utilize the ‘Quick Save’ button, located in the top right, to prevent the loss of any progress. The button saves all progress without exiting from the current window, so the user can continue building the email campaign.

     

    B. Recipients

     

     

    1. Target Audience

    The ‘Target Audience’ section enables users to narrow campaign recipients to specific categories of prospects or members. There are two parts in this section: A. Target Audience drop-down menu and B. Additional Options. An explanation of each is given below:

     

    • A. Target Audience drop-down menu:

     

     

     

    The ‘Target Audience’ options are as follows:

     

      • All Prospects: Email recipients will include every prospect for the club.

     

      • Select Prospects: This option provides additional filters to narrow which prospects are included in the recipients’ list based on their current statuses:

     

     

      • All Active Members: Email recipients will include every active member in the club.

     

      • Select Active Members - Membership: This option provides additional filters to narrow which active members are included in the recipients’ list based on their current statuses:

     

     

      • Select Active Members - PT: This option provides additional filters to narrow which active members with PT are included in the recipients’ list based on their current statuses:

     

     

      • All Inactive Members: Email recipients will be every inactive member in the club.

     

      • Select Inactive Members: This option provides additional filters to narrow which inactive members are included in the recipients’ list based on their current statuses:

     

     

      • Note: Click here to learn more about any of the status filters above.

     

     

    • B. Additional Options:

     

    Additional options may be offered to further customize the campaign recipient list. However, these options are subordinate to the ‘Target Audience’ drop-down menu and vary per selection made within the menu.

     

     

    • Accounts Created: This option enables users to narrow campaign recipients based on when their account was created. Use both text fields to create a time range of eligible accounts for the recipient list.

      

    • Members Who Joined: This option enables users to narrow campaign recipients based on the date they first joined the club. Use both text fields to create a time range of eligible members for the recipient list.

         NOTE: Both of the DO NOT SEND filters can use one or both text fields to accommodate the time range of your needs. 

    • Use Check-in Filter: This filter enables users to narrow campaign recipients based on their last check-in to the club. To select this filter, click the small white box next to ‘Use check-in filter’, and an additional sentence will open below.

     

     

     

    • First, select the drop-down menu. The, choose either ‘have not’ or ‘have’ from the drop-down list.

     

     

    • Finally, directly enter the desired number of days since the last check-in.

     

     

      • Example: If a user fills out the sentence as ‘DO NOT SEND to members that (HAVE NOT) checked-in within (7) days’, then campaign recipients will only include those members who have checked-in to the club within the last week. 

     

    2. Filters

    Users can further narrow recipients by nine different categories of filters: ‘Locations’, ‘Gender’, ‘Age Range’, ‘Origins’, ‘Marketing Sources’, ‘Interests’, ‘Membership Types’, ‘Membership Billing Statuses’, and ‘Primary/Secondary Members’. Filters are subordinate to ‘Campaign Types’ and available filters vary per selected campaign type.

    Click here for more info on filters.

     

    To move to the next section, select the ‘Next’ button’, located at the bottom of the page.

     

     

    C. Content

     

     

    1. Include Logo In Header: Users can remove their club’s logo from the email header by deselecting this option. Click the small white box to deselect.

    • Note: The club’s logo will be located where the Club OS logo is displayed above.

     

    2. Exclude default CSS wrapper: Selecting this option will remove the Club OS default CSS wrapper from the email.

     

    3. Add Dynamic Content: Users can insert dynamic tags into the email body by selecting the drop-down menu, then choosing the desired dynamic tag from the drop-down list. The dynamic tag will populate within the email body according to where the cursor is currently selected.

     

     

    4. Email Text Field: The email’s content is composed within the text field. A default example email is preloaded within the field. Highlight and delete to remove the example. Additionally, the toolbar enables users to format the text.

     

     

    5. Insert Image: Enables users to insert images, such as promotional ads, into the body of the email.

     

     

    6. Insert Link: Enables users to insert links into the body of the email.

     

     

    • Tip: Add a link to workouts, recipes, or health and fitness articles that relate to new promotions, holiday specials, or the member’s fitness goals.

     

    To move to the next section, select the ‘Next’ button, located at the bottom of the page.

     

     

    D. Send

     

     

    The ‘Send’ page will prompt the user to save the campaign before it can be activated. Select ‘Quick Save’ in the top right corner.

     

     

    Before the campaign can be activated, a test email must be sent. Select the ‘Send Test Email’.

     

     

    Next, enter the desired email address to receive the test email, then select ‘Send’.

     

     

    Once the test email has been review, select ‘Make Active’ to active the campaign.

     

     

    A pop-up window will prompt the user to confirm the activation of the campaign. Select ‘Ok’ and the email campaign will become active the following morning.

     

     

    • Note: Triggered or schedule emails will always send at 8:15am EST.

     

    Pt. 2.2 Blast Campaigns >

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