Kickstart Campaigns: Birthday Campaign

Click Here for a quick reference sheet on this Kickstart Campaign

Instructions for Implementing

A. Customize and host your Landing Page (5-20 min.)

1. Click the 'Pages' tab and open the page called "Birthday Campaign: Landing Page" and customize with the specifics details of your business and your offer. You can add your own logo, add change or add images, text, or even add video or other HTML items.
2. The SmartForm should be merging, but don't worry just now if the form doesn't ask for all the fields you want to collect. You'll add more fields later on when you customize the SmartForm. 
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. Make any fixes as needed, save, and move to next step.  

B. Customize your postcard (5-20 min.)

1. Click the 'Messages' tab
2. Open and customize the postcard: "Birthday Campaign: Postcard 1"
3. Be sure to double check your work for spelling, punctuation, grammar and content.
4. If you're going to have this postcard driving people to a landing page (instead of, say, having them bring it in to your business to redeem it in person), 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).
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).

C. Customize your Date Sequence (5-15 min.)

1. Open up the Date Sequence called "Birthday Campaign: Date Sequence"
2. Go through each step and customize the existing steps and add any others you'd like. 
3. Be sure to double check your work for spelling, punctuation, grammar and content and be sure to merge in the PURL for the Birthday landing page.
4. Be sure to save each step and save the sequence at the end.
5. Change scheduling of the steps as you see fit or leave 'em as is.

D. Subscribe Contacts to the Sequence (1-3 min.)

1. Go to the contacts tab.
2. Select the contacts you'd like to subscribe to the sequence. This may be 'All' contacts, or some smaller group (segment) of your entire list.
3. Once they're selected, scroll to the bottom of the screen to 'Group Actions' > 'More Actions' and click "Subscribe/Unsubscribe to a Sequence"
4. Choose "Birthday Campaign: Date Sequence".
5. Click 'submit'.

The Sequence: "Birthday Campaign: Date Sequence"

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'!

NOTE: You can either have these steps repeat every year, OR you can create a different series of steps for subsequent years for variety and so it doesn't come off as "canned" when your people receive the same emails each year. This campaign provides, however, for just a single year.

Step 1: Postcard: "Birthday Campaign: Postcard 1"

Default Scheduling: 10 Days before their Birthday: 6AM (should arrive 1-3 days before their birthday)

Headline: Happy (almost) Birthday, [First Name]! 

The Intent: To make 'em feel special for their birthday, and get 'em to buy from ya!

Step 2: Email: "Birthday Campaign: Email 1"

Default Scheduling: 3 Days before their birthday: 9AM

Subject: Happy (almost) Birthday, [First Name]!

The Intent: To make 'em feel special for their birthday, and get 'em to buy from ya!

Step 3: Email: "Birthday Campaign: Email 2"

Default Scheduling: On their birthday: 9AM

Subject: Happy Birthday, [First Name]!

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

Go to top