Customer communication using emails is a critical part of many lifecycles, especially around driving adoption and enablement towards a large set of endusers. But it's also commonly used in product-led growth sales motions, the renewal process, critical event communication (eg, if you had an outage), newsletters, product marketing and updates.
When you run email campaigns from Planhat, it means you can:
Use the power of our data platform, like taking usage data as a trigger or using filters to identify specific cohorts.
Unlike when silo'd in a specific email marketing tools, this data is readily available: email sequence outcomes can feed back into health scores, trigger events, etc
You can send emails in multiple ways, using either your personal Gmail/Outlook or our Transactional Emails as the sender, and to single recipients, bulk sendouts, or through our email campaign functionality. Email content can be in plain text, or HTML. In this article, we'll go through the latter - how to build email campaigns in Planhat using enduser playbooks!
These sequences are mostly used for lifecycle communication, like driving adoption or enablement, or pre-renewal, automated expansion, customer newsletters.
In this article, we'll cover the basics and in this we move on to more advanced cases.
1. Defining a simple email sequence with one goal
There are two parts to building email campaigns in Planhat:
Use Entry/Exit Criteria to define when to move endusers in and out of the campaign. Entry criteria is an automated way of creating the sequence (like when an enduser is created), and the Exit criteria is the goal of the sequence (like when an enduser logs in). Crucially, when an Exit criteria is met we'll remove all scheduled email drafts
Build out a series of email steps to be sent out at defined times
The video below explains how to set up a simple example!
Background: email steps
To build an email sequence you use an enduser playbook. Building a playbook template has two parts: Settings (defining the overall parameters for the workflow) and Steps (defining the sequence of activities).
Let's start at the simple part: creating your first step. In enduser playbooks, steps can either be of type task or email. A task creates, well, a task that gets assigned to some user to complete. An email gets sent out automatically or after manual approval at some pre-scheduled time. The ability to combine these two types, like adding a task to a CSM after no email has been answered in a couple of days, is another unique feature of running email sequences in Planhat.
Each email step has the following parameters to fill out.
Send when: this defines at what date and time the email should automatically go out in relation to when the step has been activated (read more on this below). "Send when" can take one of three settings:
Email template: use one of your pre-defined email templates that can leverage HTML styles and merge tags.
From: who is sending the email? Can be either a specific user (we always want this Product Manager to send out) or a dynamic user (eg, the Account Owner for the enduser who is in the campaign)
Email Subject/Body: either built out specifically for this email step, or populated by an email template of your choice.
Let's look at an ugly but simple example of an email step below:
Continue reading: advanced multi-goal sequences