Sending Targeted Follow-ups

Congratulations, your mass email was a success!  That's just the first step however and now it's time to send a targeted follow-up to folks who took an action on your initial mailing.  With VerticalResponse for AppExchange you can see who opened and clicked, who bounced and unsubscribed, and also find the people who took no action at all (i.e. non-responders).

For today's post let's go over the steps of sending a targeted follow-up email to people that clicked a link within your previously sent mass email.  The first thing we need to do is find our list of "clickers." There are 2 ways to locate these records and we'll break down both options below.

Running a custom report from the VR Email History object:

In this scenario we'll find the "clickers" by viewing the mass email stats for a previously sent email and then append that data to a new Salesforce.com Campaign.  We can then import that new target audience as a brand new mailing list and launch our follow-up email.

1. Create a Salesforce.com Campaign and set it to "Active".
2. Go to your Reports tab and find the "VR Email History" reports.  Choose either the Lead report or the Contact report for "Clickers."
3. Dive into the report results by clicking the checkbox next to the name of your mass email and then click the "Drill Down" button at the bottom of the page. (Note: you can also select multiple mass emails if you wanted to generate a new list of clickers across different mailings).
   
   You will now see all the recipients who clicked a link for the mass email(s) you've selected.
4. Click the "Add to Campaign" button and select the Salesforce.com Campaign you've created and all Leads or Contacts in the report will be added to the Campaign.
5. Now that your Salesforce.com Campaign contains your "clickers", simply go into the VR Email tab and click on New Email List.
6. Select the option to "Send emails to members associated with an existing salesforce.com Campaign" and choose your Salesforce.com Campaign from the dropdown menu.
7. Follow the steps to build your list and you're done.

You now have a mailing list of clickers for your follow-up mass email!

Creating a "Quick List"

For users who do not have the Salesforce.com Campaigns module enabled in their org, here's another way to build your targeted follow-up list.

1. Go to VR Statistics, find a previously sent mass email.
2. Click on the "Actions" link on the right-hand side of the screen and select "Download List".
3. Under "What would you like to do with this data?", select "Create & upload a new list called:" and give the new list a name.
4. For "Response Type Filter", select Clickers.
5. Choose the fields you want to include in your list and click Submit.

You've just created a list of clickers from your sent email!

I'll regularly post tips and ideas here on optimizing your use of VerticalResponse for AppExchange. So, please let me know if there are topics you'd like me to cover.