Infusionsoft's Campaign Builder

Chapter 01: Infusionsoft's Campaign Builder

If you’re an Infusionsoft by Keap customer and completed the initial set-up process, including the branding center, your next step will likely be using the campaign builder. Infusionsoft by Keap's campaign builder is a drag-and-drop interface where you can build a marketing and sales process, including landing pages and e-mails, among other marketing assets. Setting up a campaign in Infusionsoft by Keap is a fairly straightforward process requiring just a few of steps with impactful payoffs.

Plan a campaign strategy

Before engaging with the Infusionsoft by Keap campaign, it helps to have a clear vision of your campaign goals. These may include delivery of product or services, follow-up on a purchase, an upsell on a purchase, or a reminder. After identifying your goals, decide on the cadence, or the number of times you want to contact your prospects or customers, and whether you want to contact them through e-mail or another form of communication.

Consider mapping out your campaigns ahead of time and creating your email content prior to adding it to the campaign. Another good idea is to revisit and edit your copy a few times before adding it to your campaign. Ideally, your email copy should be short and to-the-point, but conversational in tone.

Building out your campaign

Most of the time, you’ll set your goals oncel a product is purchased, a form is completed, or a tag is applied. Most users tend to set up a goal to tag their contacts in the first sequence (if it hasn’t been set up already). You’ll want to build the next sequence with follow-up emails, separating the touch points to easily determine which actions in the sequence are being performed. Using the Notes feature and naming the sequence can help define the results of each sequence, which will help if you need to make changes and add copy later.

After completing the campaign, remove the tag, unless you’d like them to loop back through the campaign again. It helps to plan your campaign-naming conventions before you build them. A good naming strategy helps keep campaigns organized for future use by other employees.

Create Campaign Tags

Tagging helps keep your contacts organized and allows you to see their position in your marketing funnel. Determining your tag-naming convention ahead of time will help you in the long run: Your team will need to understand the designations for potentially thousands of records, so organizing and adhering to these labels is important. Keep the names brief and be sure to document them. For example, include the year and month with the campaign or tag name.

Another tip is to add lead scoring as another data point. Lead scoring can be used to track a prospect’s interest as they move through the marketing funnel. During lead scoring, when a tag is added or removed, the contact score is updated immediately. Adding or subtracting points from your contact records is based on your lead-scoring criteria. The score is assigned to a contact record based on their actions and displayed on that contact’s record.

Campaign Content

After editing and finalizing your marketing funnel copy, add it to your campaign. Again, having your branding center set up at this point is a timesaver as it automatically creates an email template in your campaign. You just need to add your copy. Once your copy is added, be sure to preview and test it in different browsers to check for consistency.

Review and Test Your Campaign

Testing your campaign is the critical next step in ensuring a good customer experience. Check that your emails are scheduled and ready to go out as planned. The only emails visible to you are those in the follow-up sequence you’re in. If you have multiple sequences, add yourself to the other sequences, so you can see them in your record.