How to Create Marketing Automation?

Introduction:

Marketing Automation is tool to streamline, automate and communicate which provides a personalized experience for students & accelerate students in their enrollment journey.

So, let’s dive in to know more about how to create Marketing Automation on Meritto.

Steps: 

• Search for the "Manage Automation" section in the Search Bar or go to Marketing and then select "Manage Automation" in the left panel.
• Click on the "Create" tab in the top right section under the "Manage Automation" section.

 

Create Automation: 

Let's go through the steps on how to create the automation.

• You will see a sidebar slide up asking for the details to create an automation flow. Now, let’s view the details to be included in depth.

‘Automation Triggers’: This category consists of four functionality namely:

1. On Lead Creation
2. On Lead/Application Field Updated
3. On Specific Date
4. At Regular Intervals

1. “On Lead Creation”-  The Automation will cater to the leads that will enter the system after the automation has been published, this triggers only once.

2. ‘On Lead/Application Field Updated’ - This category will allow the automation to trigger the moment the value of selected leads/Application field updates.

• Application Forms - If you want to run the marketing automation on a specific application manager field then you need to select the particular form.
  This way, you’ll be able to send the communications based on the application form-related conditions like Application Stage, sub-stage, Form stage, current stage and other important AM fields.
  Note : Choosing application form in the trigger doesn't mean that the automation would run for that specific form only, it is just to refer the fields and token for that form.
• Update Field - This option allows us to choose amongst the pre-defined fields from the lead manager and when you select the form you can also choose the fields from the application manager. Fields include Status, Lead Stage, Form Initiated, Payment Approved, City, state, course update, mobile number update, email update & lots more.

3. On Specific Date: This functionality allows the automation to trigger on a specific date mentioned in the field.

 

After choosing the Specific Date option and click on ‘Next’ below. it further directs you to choose from the ‘Real Time Date Field’ option and ‘save’ once done.

Lead Follow up : This triggers based on the follow up date. i.e., let's say the follow up date is today then we can send of communication to the student once the status is marked as completed.
Modified Date Changes: This is based on activities like adding notes, changing stage. i.e., when ever an activity is done communication can be triggered to the lead
Registration Attempt Date: Whenever a lead tries to register again from a different source then this date gets updated. Whenever this field gets updated the automation will trigger

4. Regular Intervals: This functionality will allow the automation to perform at certain time intervals as per our requirements.

The Repeat automation functionality will allow you to choose from two options.

1. Repeat Automation No: This function will specify the automation to send communication once and not repeatedly for past actions taken on the lead/Application.
2. Repeat Automation Yes: On the contrary, this function will allow the automation to repeatedly send communication or allocation. Once chosen ‘Yes’, you will see further requirements as provided below.

The Repeat ‘Yes’ functionality further allows you to select the intervals. Click on Select and you can select amongst options like Hours, Days, Weeks, Months, and Years. Then specify the ‘Time Interval’ accordingly. Click on Save’ below once you are done.

 

Now once we have selected the type of automation, let's go through the type of nodes which can be used in the automation to cater for the different types of requirements.

Type of Nodes:

1. Conditional Nodes
2. Action Nodes

 

Conditional Nodes:

Wait and If/Else are the two types of nodes classified under conditional nodes from these nodes we set up the condition on which data set & when the automation will trigger.

• If/Else Condition is used to define which data set the communication needs to send.
  ‘Block Name’ - Mention the name of conditions applied for easy understanding.
  

   Next are the two radio buttons named ‘All Criteria’ and ‘Any Criteria’.

  1. All Criteria work as “AND” Logic and,
  2. Any Criteria works “OR” Logic.

  When you select two or more conditions in the block then it depends on whether you want all the conditions to be satisfied (AND Logic) or any one of them to be satisfied (OR Logic).
  Select the required conditions in the field basis to which you want to send communications.
  
  

  Example 1:  If we want to target those leads which are verified with a lead score of more than 50 and the form is initiated but payment is not done.
  
  
  
  Example 2: If we want to target those leads which are either unverified or cold we want to send a similar communication to these leads.
  
  
  
  As you might have noticed, there are two action buttons below the if-else node.
  
  The green action button (left side) signifies the ‘If’ criteria (in support of the chosen condition) and The red action button (right side) signifies the ‘else’ criteria (opposite to the selected condition)
  Example 3: If payment is approved we want to send the acknowledgment & if not approved & then send an SMS for payment.
  
  
  
  
• Wait Node is used where you need to wait for a certain period of time before sending the second communication.
  Example: If payment is pending you have sent the first communication & then you wait for 1 day & check if still payment is pending you want to send the second follow-up reminder.
  
  
  
  In the "On the specific date" type of automation, the wait node works differently.
  As this automation triggers on the date mentioned in the block (occurrence of the event) hence here wait will have two options i.e. "Before the event" & "After the event".
  
  Example: You want to send a reminder to the candidate regarding the GDPI date two hours before & second communication after 3 hours of completion of GDPI.
  
  

Action Nodes:

Action Node refers to the node from which any action is performed on any particular lead/application.
We have the following action node available in Meritto Automation Module.

• Email
• SMS
• Remove User
• Webhook Request
• WhatsApp Message
• Notify User
• Allocate User
• Lead/Application Stage

E-mail Node:

The Email option will show you the pop-up to fill in the below information.

1. Block Name - Mention the name of the email, which you can easily identify in the later stage.
2. Campaign Name - Enter the name of your campaign. (optional)
3. Campaign Type - Enter the campaign type. (optional)
   Campaign Name & Campaign Type fields are just to track the performance of your campaign, as the same is available in the Communication Performance report.
4. From Email - Choose the email ID that you want to send the email from.
5. Choose Template - Select the Email Templates that are already created in the communication templates from the drop-down menu.
   You can also create a new template based on the requirement with the "Create Template" option. This will re-direct you to the template manager where a new template can be created.

SMS Node:

The SMS option will show you the pop-up to fill the below information.

1. Block Name - Mention the name of the email, which you can easily identify in the later stage.
2. Campaign Name - Enter the name of your campaign. (optional)
3. Campaign Type - Enter the campaign type. (optional)
   Campaign Name & Campaign Type fields are just to track the performance of your campaign, as the same is available in the Communication Performance report.
4. Template - Select the SMS template from the drop-down menu by typing in the Body.
5. Select Channel  - Choose either of the two options that are available here; Transactional or Promotional. The transactional channel doesn’t have restrictions hence, SMS can be sent at any time of the day. But, for the promotional channel, there is a restriction. The SMS sent out will be delivered only between 9:10 am - 8:50 pm (as per TRAI rules).
6. National Sender/International sender - You have the option to add in the sender ID that has been configured under your institute to send out the SMS.
7. Message- This will show the preview of the message.

Remove User Node:

This node will remove the Lead/Application to enter again in the automation.

Example: If Lead Score is more than 50 then an Email is to be triggered but only once. Here, the lead core can be more than 50 multiple times but we just want to trigger the email once. In this case, we will Remove the user from automation so that again & again Email will not trigger to the Lead/Applicant.

WhatsApp Message Node:

The WhatsApp message option will show you the pop-up to fill in the below information.

1. Block Name - Mention the name of the email, which you can easily identify in the later stage.
2. National Sender/International sender - You have the option to add in the sender ID that has been configured under your institute to send out the WhatsApp.
3. Message- This will show the preview of the message.
4. Template - Select the WhatsApp template from the drop-down menu by typing in the Body.
5. Message- This will show the preview of the message.

Webhook Request:

Webhook Request is to trigger an API (Created in webhook manager) to push the particular data to any 3rd party (Telephony vendor, ERP etc)
This node works only for "On Lead Creation",  "On Lead/Application Field Updated" , "On Specific Date" but not for "At Regular Intervals".

Example: If you need to push the data of payment-approved applicants to an ERP.


Lead/Application Stage:
This node is used to change the lead stage or application stage of any applicant on the conditions used in the If/else Block.

Example: As soon as payment is approved for any candidate the lead stage should be parked as Converted and the application should be marked as 1st Installment received.

Notify User:

This node is used to Notify the Admin/Counsellor/Assigned Lead Counsellor/Assigned Application Counsellor via Email on the Activity of any Lead/Applicant.

Example: If you want to Notify the Assigned application counsellor regarding payment approval for any applicant.

Note: The "Assigned Application Counsellor" option will enabled only in case the form is selected while creating an automation.



Allocate User:
By Allocate User node you can allocate the counsellor.

Allocation Role: To Assign/Unassign the leads or application or both.

Allocation Type:

• Leads - To Allocate Leads as per defined logic
• Application - To Allocate only Applications as per defined logic
• Lead to Application - To Allocate Leads & Application both. The application will be assigned to the Lead owner only.
• Application to Lead - To Allocate Applications & Leads. The lead will be assigned to the application owner only.

Allocation Method:

• Override: To Override the existing counsellor
• Add: Add the counsellor with the previous counsellor if any.

Do not cater to manually allocated audience:

• Select "Yes" if you wish the automation should exclude all the leads/applicants who are assigned manually/via telephony or any other method than automation.
• elect "No" if you wish that the automation should cater to all the leads/applicants.

Allocate to checked-in users:  

• Allocate Leads/Applications to the user who is checked in on the mobile app.

Allocate to default users:

• Allocate Leads/Applications to some particular counsellors if nobody has checked in.

Note: If "check in" & "check out" features are not enabled, please select users under the "Allocate to Default Users" option.

Example: Assign leads in the round robin to all counsellors as soon as the lead enters the system & do not cater to manually assigned leads.

Example:  To Assign leads in a round robin to all counsellors as soon as the lead enters the system & assign application of the lead to lead counsellor & cater manually assigned leads.

Example: Assign Applications in a round-robin to all counsellors as soon as the form is initiated & do not cater to manually assigned leads.

Example:  To Assign Application & leads (Leads to the respective application counsellor) in a round-robin to all counsellors as soon as the form is initiated & do not cater manually assigned leads.

Note: The "Application to leads" option will enabled only in case the form is selected while creating an automation.

Once you have created the automation as per your requirement, you need to click on the publish button to make the automation active.

Here are the components of the ‘Publish Automation’.

1. Automation Title - Enter the automation name that you want to create. It is done to differentiate the automation flows based on the names. For example; if you’re creating the default marketing automation flow for only leads then you can name it “Default Automation - Leads”.
2. Automation Description - Mention a small description of the automation flow.
3. Tags -  Tags can be created or can be selected from pre-created tags, Just type the tag name & click enter
4. ‘Start Time’ - Choose the Start Date and Time for the automation.
5. ‘Ends Time’ -  Select the End Date and Time to stop the automation.

Finally, click on the Submit option located below, and your desired automation is now published.

All the steps mentioned above will surely help you create the automation workflow you desire to grow and nurture your leads & applications how you want and the way you want.

P.S.: Please note the below pointers while making an automation

• At least 2 min Wait time to be added between 2 communications
• "On regular Interval" automation should have a start time between 10:00 AM to 6 PM from Monday to Friday for better Open Rate.
• Wait time is mandatory for checking Email/SMS/WhatsApp activity-based communication
• No Node is to be added below the following action nodes "Allocate User", "Notify User", "Remove User", and "Webhook Request".
• Condition to be checked before every communication as status can change at any time.
• "Webhook Request", and "Telephony activity condition" nodes work only for "On Lead Creation",  &  "On Lead/Application Field Updated", and "On Specific Date" and not for "At Regular Intervals"
• "Assigned Application Counsellor" and "Application to Lead" options will enabled only in case the form is selected while creating an automation.
• Create separate branches for Email, SMS & WhatsApp as Automation works from Top to Bottom, so any discrepancy in the above nodes, would disrupt the following node actions as well.
  The "sent" of the first communication will be catered to in the second communication and so on.
  If any Lead doesn't have an email ID & has a mobile number and in automation you are sending an email and then SMS is subsequent node then SMS will also not be delivered & vice-versa.
• Please select form in condition as well while creating Form level automation, since defining the 'form' in trigger des not mean that the automation caters only that specific form.
• "Remove User From automation" will not work below "Allocate User", "Notify User"

Learn how to manage automation list by clicking here.