In addition to adding tagging and scoring to a contact in your message, web page, form or survey, this is also possible via automatic campaigns. The possibilities in the Automations module are more extensive. For example, you can tag a specific question and answer in a form with an automatic campaign. But the main difference is that in addition to assigning tags to a contact, you can also trigger automatic campaigns based on a tag or score.
In the Automations module it is possible to use tags and scores as follows:
Start an automatic campaign when someone meets a tag or a score change.
Select the tag to start the automatic campaign. You can click in the Select tag field and select the last added tags or search the field for your added tags. It is also possible to add a new tag in the field.
Example campaign 1
Suppose you work with tags such as interests, for example "Spain". You want to send everyone who is assigned the Spain tag an automatic email with reviews and tips about Spain. Then the automatic campaign looks like this:
If you are going to use scoring, you determine which score is high and which is low. If such a limit is reached, you can jump in on it. Your goal may be to increase a score, or provide content that matches the score.
Select which action you want to start the automatic campaign with. This can be based on a score or a score tag in a time period.
You'll see the following options on the left when you apply the Score Change trigger:
- Select the tag you want to use by clicking in the field or looking up the tag.
- Then determine the application of the score with the drop-down menu and the number of points.
Do you work with lead scoring and do you want the Lead tag to be changed to Marketing Qualified Lead (MQL) when a certain score has been achieved? Then you can use this application. The campaign will then look like this:
Tag score in time period
If you increase a score in several places, an increased score indicates that a contact has been in many of those places. A rapidly increasing score thus indicates a high level of interest.
- Decide whether you want an automatic campaign based on an increased score or a decreased score and enter a number:
- Choose the time period:
Every time a contact requests a travel guide suitable for a holiday home, this contact receives +1 on the tag Spain. So if the score has increased by +3 in 2 days, then the contact is comparing a lot. I would like to tempt this contact to make a booking, for example through a discount. In this way you hope to prevent the contact from booking with the competitor. The campaign will then look like this:
With an action you determine when a tag and score is assigned to the contact.
The trigger can be anything from filling out a form to a trigger from your external system. You add a tag or score based on an action or behavior of a contact.
- Select action: Do you want to add or remove a tag as a result of an action or behaviour?
- Select tag:Select the tag you want to add or create a new one by typing in this field and pressing Enter.
- Score: Add a score to your tag. Do you only want to use a tag and not a score? Then enter 0 here.
- Schedule: When should the action take place in relation to the action/behaviour?
Suppose you use lead scoring and you want to apply a score when someone applies for a white paper. Then the campaign looks like this:
With a condition you check before an action takes place whether the contact meets the correct criteria. There is a yes/no split. A Tag or Score can also be used as a condition. Does someone meet a specific tag or score or not?
Select the tag you want to check and then after how many days if no tag has been added the contact should follow the no-path. You can set days, hours and minutes. Spotler starts the time calculation from the moment of the previous action. So suppose the action for the condition is send an e-mail, then it counts from the moment the e-mail is sent.
Set your tags based on the different phases within the buyer's journey. And you have a specific white paper that falls into the Awareness stage of your buyers journey. Of course, this does not mean that only contacts who have this tag download the white paper. Does a contact have the Consideration stage or Decision stage tag and you want to take action on that, because the contacts become less relevant to follow up. With a check on condition you can ensure in one campaign that both the contacts in the Consideration stage and the contacts in the Decision stage receive negative points. It depends on the phase how many minus points they get and what content.
Select the tag and score you want to check.
There are several options for the Score.
Suppose you use scores based on loyalty. Then you can make a distinction in the degree of loyalty. For example, you want to send a special thank you email with a big discount to contacts who have achieved 30 points or more. These are your "gold customers". For customers who are loyal, but have scored even fewer points, you can send a thank you email with a lower discount. The campaign will then look like this: