Transforming a nurture program

One of the ways that we keep in touch with our prospects is through our ClickDimensions nurture programs. The nurtures allow us to slowly drip emails to prospects inviting them to download our premium content, attend a webinar or request a demo of our solution.

A popular nurture program used by our Partner Account Managers (PAMs) is a three-week nurture that sends one email per week. It’s a simple program that sends out an email, and, if there’s no response, sends another. However, if the recipient clicks on a link in the email, we alert the owner of the record and stop the nurture (the recipient gets no other emails through the nurture).

This was all well and good, but eventually the PAMs decided that they would rather have the recipient receive all of the emails regardless of whether they clicked a link. Based on the nurture structure discussed in this blog post, we could automate emails with this nurture program regardless of the interactions by the customers. Without having to create an entirely new nurture program, we were able to re-structure our existing nurture to be a little bit more streamlined and to meet our new requirements.

To accomplish this task, I first moved each Send Email step to the top level of the nurture (out of any encompassing conditional statements), so that all the emails go out regardless of whether the lead or contact clicked on the email. I did this by dragging and dropping the steps out of the “No” scenario of the “Has prospect clicked link?” and outside any other conditional statements. In this case, they were nested below the other Send Email and click steps. I repeated this step until all Send Email nodes were lined up on the main branch.

Since it would be valuable for our PAMs to know when a lead or contact interacts with our emails, we can still check for clicks and notify the owner when the recipient clicks a link. However, the click will not end the nurture; it will just notify the record owner and the nurture will continue running.

We then moved a few of the steps to the very end of the nurture so that they will run at the end of the program for everyone. Referenced in the article linked above, the “End Branch” step just ends that set of instructions; the nurture will move out to the next branch and continue on until the final “End.” Therefore, everyone who goes through the nurture will eventually hit these last steps right before the program ends. In this case, we’ve decided to remove each person who finishes the nurture from the marketing list that runs the nurture, so they don’t get re-added to another nurture. This keeps us from duplicating steps.

Our new program has less steps, is a little shorter, and is much clearer. Most importantly, it gives us the behavior we were looking for.

Below is a close-up of our finished program.

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