Kickstart Campaigns: Purchase Anniversary Campaign

Click Here for a quick reference sheet on this Kickstart Campaign 

Instructions for Implementing

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

1. Click the 'Pages' tab and open the page called "Purchase Anniversary: 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.
7. Open up the "Purchase Anniversary: Thank You" landing page and do the same to it.

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

1. Click the 'Messages' tab
2. Open and customize the postcard: "Purchase Anniversary: 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 (5-30 min.)

1. Open up the Date Sequence called "Purchase Anniversary: Date Sequence"
2. Go through each step and customize the email message and 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 the steps as you see fit or leave 'em as is.

D. Subscribe Contacts to the Sequence

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 "Purchase Anniversary: Date Sequence"
5. Click 'submit'.

The Sequence: "Purchase Anniversary: Date Sequence"

Sequence Information *and what to put here*

• Name: "Purchase Anniversary Campaign: Date Sequence" (or whatever you choose, remembering to use the recommended naming conventions so as to keep your system clean and organized)
• Public Name and public description: your call here. Remember that the public name and public description is what will show up when your contacts will see on the unsub. page should they choose to unsubscribe (God forbid), so be careful. This is also an opportunity for you to convince them they don't want to opt-out of receiving the sequence steps.
• Unsubscribe after Last Step: This is simply where you indicate whether you'd like someone to stay on the sequence after the last step is sent, or to have them removed from it. The choice is yours, but it can be a very good idea to let people stay on a sequence forever, so that they're not accidentally resubscribed to the sequence later (which can be annoying for them, and embarrassing for you: imagine getting a bunch of "Buy our thing" type emails after you've already bought it. Total rookie maneuver.). Leaving people subscribed to a sequence can also be a good way to segment your list, and quickly see if they've received certain communications.
• Show on Unsub. Page: When checked, this will show the sequence on the unsubscribe page so that if they choose to, your contacts can opt-out of it. You should check this for all marketing type sequences, however, if there's vital information that customers must get in order to fully make use of a product they've already purchased, or say, emails letting them know about the time/date of a webinar they've signed up for, then you should leave this unchecked so they don't accidentally opt-out of it.

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: "Purchase Anniversary: Postcard 1"

Default Scheduling: 14 Days before their 'First Purchase' Date: 6AM (should arrive about a week before their Purchase Anniversary

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

The Intent: To remind 'em how much they love you and instigate another purchase from 'em. After all...it's been a whole year, surely you've got some version 2.0, new and improved thing their lives just won't be complete without. Don't you?

Step 2: Email: "Purchase Anniversary Campaign: Email 1"

Default Scheduling: 3 Days before their 'First Purchase' date: 9AM

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

The Intent: To remind 'em how much they love you and instigate another purchase from 'em. After all...it's been a whole year, surely you've got some version 2.0, new and improved thing their lives just won't be complete without. Don't you?

Step 3: Email: "Purchase Anniversary Campaign: Email 2"

Default Scheduling: On their 'First Purchase' date: 9AM

Subject: Happy Anniversary, [First Name]!

The Intent: To remind 'em how much they love you and instigate another purchase from 'em. After all...it's been a whole year, surely you've got some version 2.0, new and improved thing their lives just won't be complete without. Don't you?

Suggested Active Response Rule (Note: SendPepper Pro and above only)
Suggested name of Active Response Rule: "If has purchased any product, populate "Date of First Purchase" field"
Trigger: If has purchased any product.
Condition: And has visited pricing page greater than or equal to 2 times.
Response: Populate "date of first purchase" with today's date subscribe to "Purchase anniversary" visited pricing page.


Suggested Active Response Rule (Note: Office Autopilot customers only)
Suggested name of Active Response Rule: "If has purchased, populate "Date of First Purchase" field"
Trigger: If field: "date of first purchase" field is updated and is not equal to blank, subscribe to "Purchase anniversary" visited pricing page.
Condition: And has visited pricing page greater than or equal to 2 times.
Response: Add to Hot Lead sequence.

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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