Auto-enroll Contacts into Campaigns based on Email Templates Sent by Sales Reps
As a Sales and Marketing Manager, you may have an interest in helping your sales reps engage or re-engage with customers to generate incremental revenue for your organization. However, with a multitude of contacts to manage, it can sometimes be challenging for sales reps to keep track of who to reach out to, when, and what the call to action should be. While Salesforce has a product for this, Sales Engagement (previously known as High-Velocity Sales or HVS), there are other ways to automate and simplify these processes. Here’s one approach used by a recent Rithom client:
- Create a report to identify Contacts that need re-engagement
- Create a campaign in Salesforce
- Create an email template in Account Engagement (aka Pardot)
- Create a flow that auto-enrolls the Contact into the campaign once the re-engagement email template is sent so that resulting Opportunities can be tracked
- Continue to evolve - Create more campaigns and more email templates!
Create a Report to Identify Contacts that Need Re-engagement
One of the initial steps in your re-engagement campaign is identifying which contacts to target. To streamline this process, you can utilize Salesforce reports. An example of potential filter criteria are:
Contacts with no activity in the last 90 days
Contacts with no related Opportunity in the last year
Create a Campaign in Salesforce
Next, create a campaign in Salesforce to which your targets for your re-engagement campaign can be added. Campaigns help Sales and Marketing managers track opportunities that come from a specific campaign. It’s true that you could add your targets to the campaign immediately from the report, but our client preferred to have contacts added only AFTER the contact was sent a specific email template.
Create an Account Engagement Email Template
Once you've identified your contacts to target for re-engagement and created a Salesforce campaign to track results, you can now create an email template for your Sales Reps to use. Using an email template will ensure that your contacts receive a consistent message. With this template, you can craft a compelling and tailored message that will resonate with your clients, encouraging them to re-engage with your offerings.
Talk to Our Team
Speak with one of our experts today!
To simplify the email-sending process, your sales reps can leverage the Activity widget on the Contact record. From there, the sales rep can select the re-engagement email template and send it directly to the intended recipient.
Create a Flow that auto-enrolls your targets into the Campaign for Opportunity Tracking
To effectively track opportunities stemming from your sales re-engagement efforts, it's crucial to have a centralized system in place. Salesforce offers a robust solution for this purpose. By automatically adding the contact to a Sales re-engagement Campaign in Salesforce, you ensure that all interactions and progress are recorded and easily accessible to you and your sales team.
Traditionally, the contact associated with the email is the only one added to the campaign. However, to enhance the campaign's effectiveness, Rithom updated the automation to include multiple contacts when multiple recipients are on the email. This means that if the email is sent to multiple recipients, all of them will be added to the campaign..
Continue to Evolve - Add more Campaigns and more Email Templates!
As your sales team expands and evolves, the need for customization and flexibility becomes paramount. This includes the campaigns and email templates you provide them as a Sales and Marketing Manager. To accommodate these requirements, Rithom built this solution using Custom Metadata Types. Now, the Sales and Marketing Manager can easily add or manipulate routings by following a few simple steps:
Navigate to Setup.
Search for "Custom Metadata Types."
Click on "Manage Records" next to the "Email Template Campaign Routing" metadata type.
This user-friendly interface empowers you to customize your routing preferences and adapt to changing business needs seamlessly. You can configure the system to ensure that each email is routed to the appropriate campaign based on predefined rules, guaranteeing consistent tracking and accurate opportunity management.
Conclusion
Sales and Marketing Managers can leverage the power of automation and customization in Salesforce to streamline sales re-engagement efforts. Utilizing a Salesforce report to identify target contacts, using Account Engagement email templates, and automatically adding contacts to the campaign in Salesforce enables your sales reps to focus on building relationships and making while tracking opportunities effortlessly. With the ability to manipulate routings and the provision of multiple templates, you have the tools to optimize your efficiency and achieve remarkable sales results. Embrace these strategies, and witness the transformation of your sales re-engagement process!
