Smart campaigns in Marketo Engage

What makes Marketo Engage programs so powerful? Smart campaigns! You can use smart campaigns to automate marketing logic to make your job easier and measure your team’s effect.

Now, let's give you a chance to build your own smart campaign. Remember, you need three things to create a smart campaign in Marketo Engage:

1. Your Who, as defined on the smart list tab. This can be people in the database who meet certain criteria (filter) or who take specific actions (trigger), or even a combination.
2. Your What, outlined in the Flow tab. This acts on the people identified in the smart list, either all at once (batch campaign) or one at a time in a trigger campaign.
3. The Schedule tab defines your When. If this is a batch campaign, you’ll set a date and time or schedule a recurrence. If it’s a trigger campaign, you’ll activate it, and it listens indefinitely until you deactivate it.

Demonstration: measure success using a smart campaign

Create a smart campaign with this if/then statement: If a recipient clicks a link in the email, change their status to Influenced:

1. In the Smart List tab, use a  Clicks Link in Email  trigger referencing the email you created for this campaign.

2. In the Flow tab, use the  Change Program Status  option to change the person's status to Newsletter > Influenced.

3. In the Schedule tab, view the  Engagement Map  to see the Smart Campaign logic, then  activate  it.

The email dashboard

Creating an email and sending it to recipients is great, but how do you know if the email was effective? That’s where the Marketo Engage email dashboard comes in.

Email Send

Emails delivered to inboxes from this program. Does not include Blocked people from your audience.

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Opens Over Time

This chart shows the number of emails opened in each time segment after send as shown. Helps you understand when your audience actually sees the email after you send it.

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Engagement Score

The Engagement Score is calculated via a proprietary algorithm. This is a holistic score that takes several metrics into account, including unique opens, unique clicks, how many people reach the success status of your program, and unsubscribes.

It gives your email a score of 0 to 100, with 50 being average. It is a great way to quickly see the performance of an email compared to other Marketo Engage emails.

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Opens

An open registers when images are downloaded into an email. Even if you don't include an image, by default Marketo inserts a single tracking pixel into all HTML emails. Text only emails cannot register an open.

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Click to Open

Percentage of emails that were opened and had a link clicked in the email. This measures the relevancy and context of an email by taking the number of unique clicks divided by the number of unique opens, and then multiplying by 100 to show it as a percentage.

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Clicks

By default, links in emails have tracking embedded in them allowing you to see who clicked which link, how many total links were clicked, etc.

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Unsubscribes

How many users used the unsubscribe link in this email to opt out of your marketing campaign.

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Demonstration: view the email dashboard

Cloning

You created your newsletter for this month – how can you quickly create next month’s newsletter? Through cloning! Cloning in Marketo Engage creates a copy that you can customize for your next initiative. Marketo Engage allows you to clone:

• An asset, such as emails, landing pages, or forms.

• A Snippet.

• A presentation from the Marketing Calendar HD.

• A report.

• An entire program, including all its assets and Smart Campaigns.

Clone and update your email program

In this demo, you will learn how to clone the email program you just created for next month’s newsletter by completing these actions:

1. Clone the program.

2. Add a period cost.

3. Edit the email.

4. Schedule it to send.

5. Approve it.

6. Update the smart campaign to measure success.

Next, review the key takeaways for creating Email Programs in Marketo Engage.