Marketing tools Version 7.18 This documentation is provided under restrictions on use and are protected by intellectual property laws. Except as expressly permitted in your license agreement or allowed by law, you may not use, copy, reproduce, translate, broadcast, modify, license, transmit, distribute, exhibit, perform, publish or display any part, in any form, or by any means. Reverse engineering, disassembly, or decompilation of this documentation, unless required by law for interoperability, is prohibited. The information contained herein is subject to change without notice and is not warranted to be error-free. If you find any errors, please report them to us in writing. © 2021 Creatio. All rights reserved. Table of Contents | 3 Table of Contents Set up an unsubscribe link in emails 9 Set up a redirection page for the recipients who unsubscribed 9 Add an unsubscribe link to a template 9 Website event tracking 11 Tracking code 12 Cookie files 13 Plan marketing events 13 Create a bulk email 16 Fill out the bulk email data 16 Add bulk email audience 17 Check duplicates in the email audience 19 Delete bulk email audience 20 How to set up bulk email click tracking 20 Add a campaign 20 General campaign workflow 21 Populate campaign profile 21 Create a lead 23 Create a trigger email 24 Fill out the trigger email data 24 Add a trigger email audience 25 Set up tracking of clicks from a trigger email 25 Create an email template 25 Create a new template 26 Set up the template in the Content Designer 27 Split (A/B) testing guidelines 38 General guidelines 38 Audience guidelines 38 Evaluation guidelines 39 Email progress 39 Email delivery progress chart 40 Email sending progress analytics 41 Email start/finish date 41 Sending log 41 Email sending progress summary dashboard 43 Send a test email 44 Set up website event tracking 46 © 2021 Creatio. All rights reserved. Table of Contents | 4 Step 1. Enable the tracking functionality 47 Step 2. Set up the list of pages for tracking in Creatio 47 Step 3. Set up tracking of custom website events 48 Step 4. Embed the tracking code in your website 49 Manage event audience and responses 51 Add audience 51 Track event responses 52 Start a bulk email 53 Run synchronization manually 54 Schedule an email sending 54 Bulk email check-up 54 Set up campaign diagram 55 Campaign designer features 56 Set up the campaign properties 57 Lead management process 58 Qualification 59 Nurturing 59 Proceed to handoff 60 Awaiting sale 61 Start sending trigger emails 61 Set up a trigger 62 Trigger email check-up 62 Add template elements 62 Image 62 Button 66 Text 70 Divider 72 Navbar 74 Spacer 78 Run A/B tests 80 Create emails for split testing 80 Add audience 81 Start sending emails as part of the split test 81 Analyzing the results 81 Sending the better variant of the email to the remaining audience 82 Email delivery rates 83 Diagrams on sending and delivery errors 83 Delivery statistics 85 Send a system email 86 © 2021 Creatio. All rights reserved. Table of Contents | 5 Campaign element reference 87 The Marketing email element 88 The Add audience element 90 The Triggered adding element 94 The Add from event element 97 The Add from landing element 99 The Add to event element 101 The Add data element 103 The Modify data element 107 The Timer element 108 The Exit from campaign element 112 Lead source tracking 113 Lead source tracking operation 114 Using cookie files in the lead source tracking 114 Using the UTM marks 115 Rules for determining lead sources (with examples) 115 Check bulk email sending status 120 Check the email progress 120 Check email completion status 120 Lead duplicate search 121 Check trigger email sending status 122 Trigger email sending progress 122 View a contact’s response 123 Set up a content block 124 Create a content block 125 Set up a content block 127 Banners 129 Section 133 Personal responses 143 The email was sent 144 The email was not sent 145 Changing responses 147 Configure restriction of the number of emails for sending 148 Set up tracking of lead sources 149 Specify the UTM marks: 149 Add a new lead channel 150 Add a new lead source 150 Add a website as a source 151 Embed a cookie tracking script on your website 151 © 2021 Creatio. All rights reserved. Table of Contents | 6 Stop a bulk email 152 Stop an email before the sending starts 152 Stop an email after the sending has started 153 Monitor campaigns 153 Campaign log list 154 Types of logged campaign actions 155 Monitoring counters on the Campaign flow tab 155 Monitoring participants on the Audience tab 156 Predictive scoring of leads 157 Launch of predictive scoring 159 Data processed during predictive scoring calculation 160 Add custom HTML code to an email template 160 Adding a macro 161 Deleting a macro 163 Macro types 163 Open and click rates 167 Analyze the heatmap 169 Analyze the opens/clicks chart 170 Analyze clicks 171 Analyze the dynamics of “opens” and “clicks” time-wise 172 Plan marketing budget 172 Create a marketing plan 174 Manage planned marketing activities 174 Assess activity distribution and workload 175 Analyze marketing channels 175 Assess marketing budget compliance 175 Transitions between campaign elements 175 Delay before executing the next element 177 Transitions depending on participant response 178 Transition by filter conditions 179 Permit monitoring the email status by Creatio support 180 Leads FAQ 181 How to assign the owner of a lead? 181 What is the purpose of the "Continue nurturing"? 181 What is the difference between the lead source and lead channel? 181 What is the difference between the [Account] and [Account name] fields on the lead page? 181 What is the logic of automatic contact creation? 182 What data from the lead page are passed to the contact page? 182 How does the contact and account search work when qualifying a lead? 182 © 2021 Creatio. All rights reserved. Table of Contents | 7 How to start the lead management process? 183 How to disable a base sub-process? 183 How to change the standard lead management process? How do I add or modify process stages? 183 How to search for duplicates? 184 Personalize email content with macros 184 Add a basic macro 185 Add a linked entity macro 187 Marketing email metrics 188 The [Email totals] tab 188 The [Top indicators] tab 189 Prevent sending duplicate emails to the same email address 190 Campaign FAQ 190 When exactly are the campaign emails sent? 190 What is the logic behind filtering emails when they are added to a campaign? 191 I have started the campaign, why it is not displayed in the campaign log? 191 Save a content block for using in other emails 191 Save a custom content block in the library 192 Edit an existing block in the Content Library 193 Delete an existing block from the Content Library 193 Analytics gathering 194 How Creatio calculates the number of opened emails 194 How Creatio monitors the “Marked as spam” responses 194 Marketing campaigns hot keys 195 Set up periods for processing email responses 196 Configure dynamic content for emails 196 Set up dynamic content rules 197 Set up dynamic content for content blocks 200 Marketing email FAQ 202 What is the difference between domain verification and email confirmation? 202 After clicking a link in an email, an email recipient sees a page with an access error. 203 What are the reasons for marketing email licensing errors? 203 Are contacts with the “Soft Bounce” and “Hard Bounce” email responses still considered “Active”? 203 Are contacts who were sent their emails via SMTP still considered “Active”? 203 Manage subscriptions for various email types 204 Set up fonts in the Content Designer 205 Add a custom font 205 Embed a custom font 206 Edit a Content builder font 206 Set up objects that form email audience 207 © 2021 Creatio. All rights reserved. Table of Contents | 8 Set up the email expiration date 208 Set up the email priority 209 Set up the email delivery schedule 210 Set up the email throttling queue 211 Warm up cold audience 212 © 2021 Creatio. All rights reserved. Set up an unsubscribe link in emails | 9 Set up an unsubscribe link in emails PRODUCTS: MARKETING Adding an unsubscribe link in each email is important to ensure its successful delivery. Emails that do not contain unsubscribe links can be blocked by the marketing email provider. The unsubscribe link is required in the email template. If you try to save a template without an unsubscribe link, it will be added to the template automatically. After clicking the unsubscribe link, recipients are forwarded to the URL of the unsubscribe page. You can either generate it on your web site or use the Creatio pre-configured page. If you decide to use your own page, make sure you specify its URL in Creatio. Before the unsubscribe page is displayed, a recipient is automatically forwarded to the Creatio server, where the information about the canceled subscription is stored. Set up a redirection page for the recipients who unsubscribed You can use the following options for an unsubscribe page: Auto-generated Creatio unsubscribe page containing text: “You have unsubscribed from further emails. Your email was successfully deleted from our mailing list." any other page configured on your web site. There are no specific requirements for the design of this page. The recipient unsubscribes upon clicking the unsubscribe link. The “Do not use email” checkbox is selected automatically on the contact page.