Administrate’s marketing system provides a framework to setup and manage marketing campaigns. The campaign manager helps you address the core requirements of any marketing effort and is a tool to help you:
- Define your budget
- Track where you’ve spent that budget
- See how many sales (how much return on investment) you generated
An example of a marketing campaign would be to drive students looking for training to your course offerings. This is a high level goal and you may have several different types of campaigns running for separate product lines (courses). Segmentation doesn’t have to just be by product or course, some companies may want to segment by region, or even by a particular event. Administrate’s Marketing System is flexible to accommodate all approaches.
There are various elements of our marketing system:
|Integrations:||To receive inbound messages you’ll need to configure the Message Centre. To send outbound email campaigns you’ll need to have account with an Email Service Provider. Administrate integrates with MailChimp to make this easier and allows you to pass marketing lists comprised in Administrate over the air into MailChimp.|
|Landing Forms:||To direct website enquiries into Administrate you can create a landing form to capture data fields you require, each response will be returned to the Message Centre and converted into an opportunity. Your web designer can assist you to install Administrate’s landing forms on your website|
|Marketing Lists:||These contain the contacts that you wish to target with marketing communications|
|Marketing Campaign:||A campaign is a high level goal that you set as the purpose of your marketing campaign e.g. To increase sales in Course X..|
|Marketing Activities:||A campaign can comprise of many activities and each activity contributes towards the campaigns purpose. Examples include: Mailshot, Journal Post, TV advert...|
Here you can add an IMAP account to receive email enquiries through Administrate. One Email Account can be added so we recommend setting this up for general email enquiries from a shared mailbox. Within our Message Centre you will then be able to Create New Accounts and Contacts from enquiries received and convert these into Opportunities. Email correspondence will also be stored against the contact record.
To set-up the message centre:
- Navigate to CRM -> Marketing -> Integration Settings and click ‘Open Integration Settings’.
- In ‘Enquiries Email Integration’ Click ‘Enabled’ and enter your IMAP account settings e.g.
- Server Address - imap.gmail.com
- Server Type - IMAP SSL
- Username - firstname.lastname@example.org
- Password - YourPassword
- Save Changes
Please Note: Upon connecting the message centre will collect all emails in your IMAP inbox. If you’ve actioned these emails but not yet removed them from your inbox then please move these emails to a folder before connecting your IMAP mail account to Administrate otherwise you will need to delete all of the actioned emails from the message centre.
If you are using Gmail you will need to manage the security using methods on Gmail as well. For those using the Two Factor Authentication this article will detail generating an app password:
In the absence of Two Factor Authentication a setting called "Allow Less Secure Apps" needs to be enabled. Two Factor Authentication is a strong security measure for anyone who is looking to avoid using this setting. For accessing the Allow Less Secure Apps feature you can find steps from this article from Google:
MailChimp’s a Email Service Provider that helps you design email newsletters, share them on social networks,integrate with services you already use, and track your results. With Administrate’s integration you can send contacts to MailChimp over the air and receive data such as opens and bounces.
To set-up MailChimp integration:
Landing forms allow you to capture details submitted by visitors on your website. For example you can create a landing form to capture a website visitors name and email address that may be enquiring about a course you offer or to sign up for your newsletter. When a landing form is submitted the response (data submitted by the website visitor) is captured in the Message Centre. The response can then be converted into an account, contact and opportunity.
To create a landing form:
- Navigate to CRM -> Marketing -> Landing Forms and click ‘Open Form Templates’
- Click Create
- Enter a name and description e.g. ‘Newsletter’, ‘Spring newsletter subscriptions’
- Build your form by dragging and dropping the fields required to the ‘Chosen Fields Layout’. The Contact and Account Fields are mapped to the fields on the Account and Contact screens so when the submission is captured and the account and contact created the account and contact details are added automatically. Use the custom fields to capture any other information such as the name of the course they are interested in or the date they wish to attend a course.
- Rename the fields so they’re clear to your website visitors and click Next
- Confirm your design by clicking Create
Your landing form has now been created and can be linked to a marketing activity. To assign a Landing Form to a Marketing Activity:
- Open a Marketing Activity
- Click +Add
- Select Subs , then the Landing Form you wish to attach
- Click Add
- Scroll down to the ‘Resources’ section.
- Click on the ‘Tracking Code’ to preview and test your Landing Form
Once your Landing Form and Marketing Activity have been linked you’ll receive a tracking code. Click on the code to reveal the code to be added to your website e.g.
Responses to forms will arrive in the Message Centre for easy processing, with all your fields intact.
Web designers can take the form and style it to suit. Here’s an example of a landing form with some styling added to better match a website.
You can build marketing lists from the contacts and accounts within your database. You can use these lists to define who will receive certain “outbound” activities (activities where you’re sending something out), and segment them to get more fine grained control on who receives your marketing content.
To Create a Marketing list
Navigate to CRM -> Marketing -> Marketing Lists and click ‘Create List’
Enter a name, description and source for the list e.g. Administrate database, Purchased list
- Add contacts to your Marketing list:
- Click ‘Add’ to add a single contact in your Administrate database to the list or enter the first name, last name and email address. Entering contacts manually will not add the contact to your database
- Click ‘Import’ to add contacts from a CSV file
- Using the Contact Filters add the conditions you require to segment your contacts then select ‘Export’, ‘Export to Marketing List’ and select the list you’ve created
Export your contacts either to CSV if using an email service provider other than MailChimp or if using MailChimp click next and then select the mailing list that you’ve created within MailChimp
Marketing campaigns allow you to specify targets in the form of numbers of submissions (responses), contacts, sales opportunities, conversions and costs. These targets are used to define what your expected return would be, and it’s OK if you’re not too sure what to expect at the start as the goals can be edited at a later date. Different regions can contribute towards the cost of running the marketing campaign and the contributions can be allocated against a category of course.
Remember that your Marketing Campaign should represent the high level goal e.g. ‘To increase sales in Course X...’ Once your Marketing Campaign is created you can add multiple activities. Activities are the actual tasks you complete that contribute towards the campaigns targets.
To Create a Marketing Campaign:
- Navigate to CRM -> Marketing -> Marketing Campaigns and click ‘Create Campaign’
- Enter your Campaign Details
- Set your budget to track spend by selecting the currency, region and course category of the contribution. Add multiple contributions by clicking the ‘+’ button
- Enter your campaign targets (terminology for these shown below)
- Click ‘Create’
Your campaign has now been created and you can view the targets that you’ve set for responses in the ‘Overview’ tab and the targets for costs in the ‘Breakdown’ tab. You can edit the campaign details, budget and targets at any time by selecting ‘Edit’.
Marketing Activities are the jobs that you conduct in order to complete your campaign. For example if your campaign is ‘To increase sales in Course X...’ then the activities that you conduct may be:
- Mailshot to existing customers that have attended Course X..
- Mailshot to contacts on purchased mailing list
- Blog Post
- Advertisement in trade journal
- Send brochures by mail
You can also create and edit your list of Marketing Activity Types .
A campaign can have multiple activities yet an activity can only belong to a single campaign.
To Create a Marketing Activity:
- Navigate to CRM -> Marketing -> Marketing Campaigns and click ‘Open Campaigns’
- Click on the campaign you wish to add an activity to
- Click on the ‘Activities’ tab and click ‘Create’
- Enter the Activity details. The ‘Default Assignee’ function will assign all form submissions linked to the activity to the system user you select
- Enter the targets for your activity. The targets will be tracked against the numbers of returns
- Select the Regions, Course Categories and Courses that the activity will promote. The options are restricted by the contributions set in your campaign
- Click ‘Create’
Your activity has now been created and you can now repeat this process for all activities that will contribute to your campaign. Select ‘Edit’ to modify any of the activity details.
The ‘Overview’ tab will keep track of your activity targets vs the activity actuals. For example if you create an opportunity and select the source of the opportunity to match the marketing activity the opportunity will be included in the ‘Actual’ count and when the opportunity is converted to a sale in the ‘Actual’ count for conversions.
Using the ‘Add’ function you can add many other tabs that allow you to drill down into the metrics i.e. return a list of contacts created off the back of that activity and link marketing lists and form templates to the activity.