Kickstart Campaigns: Client Cancellation Campaign

Click Here for a quick reference sheet on this Kickstart Campaign  

Instructions for Implementing

A.Customize and host your Landing Page (10-40 min.)

1. Click the 'Pages' tab and open the page called "Client Cancellation/Re-engagement" and customize with the specifics details of what you'd like your customers to provide. You can add your own logo, change or add images, text, or even add video or other HTML items.
2. Be sure the SmartForm ("Client Cancelation: SmartForm: Why'd you cancel?") is merged as expected.
3. Set hosting for the page.
4. Proof read for spelling, punctuation, grammar and content.
5. Save it.
6. View it live on the web (since it's now hosted and live) by copying/pasting the URL into your browser.
7. Test it by filling it out to verify that it works as expected.

B. Customize your SmartForm (5-15 min.)

1. Open up the SmartForm: "Client Cancelation: SmartForm: Why'd you cancel?"  
2. Set the 'Thank You' page as the " Client-Cancellation: Why'd you go: Thank You" page. 
   
3. Do you want to collect more information than what the currently present fields will collect? If so, select which fields and add them. Set which fields you want to be required. 
4. Do any other customizing you'd like to the SmartForm you want.
5. The SmartForm is already connected to the Landing Page ("Client Cancellation/Re-engagement") via javascript, so any changes you make will be automatically updated to the SmartForm on "Client Cancellation/Re-engagement Landing Page"

C. Customize your postcard (5-30 min.)

1. Click the 'Messages' tab
2. Open and customize the postcard that is included: "Client Cancellation: Postcard 1"
3. Be sure to double check your work for spelling, punctuation, grammar and content.
4. Since the postcard will be driving people to a landing page, you'll want to have already customized your landing page, and set the hosting for it so that you can merge a PURL onto the postcard in the place indicated for greater personalization (and better response) if you choose. (Note: SendPepper Habanero and above only)
5. "Proof" the card to be certain everything looks as it should.
6. Save.
7. When you've done all this, the cards are ready to be brought into the sequence (in the next step).

D. Customize your Step Sequence (30-60 min.)

1. Open up the Step Sequence called "Client Cancellation"
2. Go through each step and customize each email message, task, and add any others you'd like.
3. Be sure to double check your work for spelling, punctuation, grammar and content.
4. Be sure to save each step and save the sequence at the end.
5. Change scheduling of steps as you see fit or leave 'em as is.
6. Add corresponding postcard(s) in and set scheduling for postcard steps. Postcards have intentionally been left out of the sequence because you must customize the postcard that belongs in this sequence (which you did in the previous phase), and there's no way to do so from within the sequence, as is the the case with emails. 

The Sequence: "Client-Cancellation" 

Sequence Steps

The steps are listed below in the order they're in within the sequence. You may, however, mix 'em up any way your little heart desires (reschedule/delete/edit certain steps). Whatever floats your boat! We didn't include the actual copy here, because let's face it, that'd just be ridiculous. You can take a look at the corresponding emails, postcards and tasks to see it. You'll need to edit and customize it anyway. Note that the email steps are also available in the message library, however, if you change a message in the message library, you must go into the sequence and pull the new version in as it will not automatically update the version within the sequence. This is of key importance.

We include the name of the email or postcard, the subject (or headline in the case of postcards), and the intent of a given step. We include the intent here to give you a clear picture of WHY the step is there. Every step of every sequence has an intent. Read 'em. You just may learn somethin'!

Step 1: Postcard (YOU MUST CUSTOMIZE AND ADD THIS POSTCARD INTO THE SEQUENCE YOURSELF)

Default Scheduling: Day 0: Immediately

Headline: Why Oh Why Did You Ever Leave!?
Note: Though this postcard gets fired as the first step, it will not arrive for 7-10 days, depending on what day/time of day it gets fired. So, by the time it arrives, the contact will already have gotten the 2nd step, which is an email set to go out on Day 4. Note also that only those contacts for whom you have a valid physical address will be sent the postcard. For others, this step will do nothing and you needn't worry about it. However, since the people on this sequence are your customers, there's really no reason why you SHOULDN'T have their physical address, as it is typically required information during the checkout process.

The Intent: This postcard is to get former clients who recently canceled to give you feedback on why they did so, and to give 'em an opportunity to come back with a special promo offer.

Step 2: Email: Client-Cancellation: Email 1"

Default Scheduling: Day 0: 15 Minutes after last step

Subject: We miss you already! Why-oh-why did you ever leave?

The Intent: This email is to get former clients who recently canceled to give you feedback on why they did so, and to give 'em an opportunity to come back with a special promo offer!

Step 3: Task

Default Scheduling: Day 3: 9AM  

Subject: [First Name] [Last Name] canceled and may not already have given feedback as to why, check their contact record to see if the fields in their "Cancellation" field section are populated first, then call 'em if not.

The Intent: This task is to find out why they canceled.

FAQs

Some questions we've heard...

Why are these instructions so long and involved? I thought this was supposed to be done-for-me...

Great question! There's some necessary customizing and putting-together-of-pieces that must happen in order for the campaign to actually reflect YOUR business, your offers, and work in the way that you want. While this may seem like a lot, given it could take you a couple of hours to fully customize and "trick out" your version of this campaign (though it could take as little as 30 minutes), it would take you many many hours, not to mention design skills (or outsourcing), copywriting skills, and so fourth to create something of this depth and caliber from scratch. Or, if you're like a great many small business owners, it may never get done at all.

Relevant Links

Overview of Done-for-You Campaigns 

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