Reaching out to Leads is an important way to keep them engaged shortly after they've expressed interest in your brand. LeadFWD gives you multiple opportunities to send simple, personalized email communications at-scale to your Leads and further gauge interest with your brand. In this article we're going to review the process of sending a one-time email campaign to your Leads.
Step 1: Navigation
To build a one-time email, navigate to Engage > Email > Create New Email
Step 2: Setting up your Campaign
Every email campaign with LeadFWD needs a title, subject line and sender information.
The title is for purposes of campaign reporting and will always be visible only to you and your sub-users.
The Subject Line can be personalized bringing any data-fields, whether created by you or identified by Vision.
The Sender info, with a CRM Connector integration, can also be personalized to bring in data and relationships (namely the assigned record owner).
We suggest making email campaigns personal, since the bulk of communications you'll create within LeadFWD and geared towards starting or continuing a conversation. This means specific email addresses, nothing generic. When you've setup the campaign settings, click next step.
Step 3: Select your campaign format
We'll be blunt. Multi-part is best for inbox placement and deliverability. ISP's like to see a multi-part, so go with it.
Step 4: Select how you wish to build your email
We give you multiple options to build an email campaign. There will be instances you'll need to build a more rich, marketing-focused email campaign. However for this article we're going to stick to a simple, conversational, personal email. So select 'build your own'. You can optionally select 'My Library' if you have a template previously used, in the asset manager, or would like to select one of our preset templates.
Step 5: Building your Email
At this step, this is where you focus on the content. With conversational emails, you want to be short, concise and provide a clearly defined call-to-action. In this example, clicking on our firm's name will take them to the call-to-action, a link to the LeadFWD site. The WYSIWYG (What you see is what you get) editor allows for simple emails to be built without the need for complex formatting, source code manipulation and heavy on the images. With a MS office-like editor, treat it as you would sending an email directly to the Lead from your own inbox. Couple important points
- Paperclip icon allows you to hyperlink text or an image to either a URL, tel: link or to compose an email
- The picture icon allows you to import images. We recommend generally to upload your logo, social icons if necessary but not much more. Again, these are conversational emails.
- You can set text alignment, font size and color as well as style (bold, italic, underline, strikethrough)
You can save your template to the asset manager at any time. Scroll to the bottom, click 'save version to my library', select a title and click 'save message'
Personalization is important. Make sure to bring conversational elements into the email such as first name, title, company name so the email feels personal to the recipient. Data shows that personalized emails are more likely to be read and engaged with than generic emails. The 'personalize' dropdown will display all fields you can use to personalize. When you're comfortable with your template, make sure to click 'Save Message' one last time. Then It's time to hit 'Next Step'. You'll be taken to a 'preview' version, go ahead and move along to selecting your recipients.
Step 6: Selecting your Prospector Database or Segments
For LeadFWD users, you will only be shown one list, the Prospector Database. You can create unlimited segments within the Prospector Database - selecting the + icon will rolldown all segments you've created. Selecting the checkbox next to the list or segments will select them to be audience/s for your email campaign.
When you're comfortable selecting your list or segments, click Next Step. You'll be shown a page confirming the audiences you've chosen. Select Next Step again.
Step 7: Testing and Scheduling
Now it's time to Test! We give you the ability to send a PROOF to yourself or up to 4 other people. We also give you the ability to run a test of how your email will be previewed in over 50 different desktop, mobile and web clients. Since we promote clean, simple, conversational emails - your email should look the same across all views. When you're ready to schedule, hit 'next step'.
LeadFWD recommends a 20 minute buffer from your local time to when you'd like a campaign to deploy, if you're looking to send your campaign asap. Select the day and time of day you wish to send, or you can elect to 'send later'. This will put your email into an email drafts folder for you to access later, with all progress saved. However if you've selected a time to send your campaign, click Finish/Save. The rest is handled by LeadFWD.
Editing Drafts or Scheduled Emails
Whether you selected to 'send later' or have exited the wizard at any point, you email campaign will be found under 'Email Drafts' if you navigate to Engage > Email.
You'll be shown all campaigns you've not completed yet in drafts. Not to be confused with templates you saved to the asset manager. They will be found in the asset manager if you import from 'My Library' during email wizard setup. Selecting the email draft will take you back to the last step you completed prior to exiting the wizard previously.
If you scheduled your email, it will be found under Engage > Email > Scheduled Emails. Note that 10 minutes prior to launch time, your email will not be editable. If you scheduled on mistake or need to make future edits, we recommend pressing 'pause' then going in, making your edits and rescheduling your campaign.