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The Evosus® ˆ Complete Marketing Guide

Evosus® Marketing helps track and manage leads from pre-acquisition to conversion and encourages repeat sales through automated campaign streams and comprehensive list generation.



If your Email is not connected to Evosus yet, please see the section at the end of this document titled:  “Connecting Evosus Marketing to Email” before proceeding with the rest of this guide.

Revised:  2/11/2019


Table Of Contents

Lead Acquisition

Discount v. Sales Promotions v. Offers: Which should I choose?


Lead Conversion


Connecting Evosus Marketing to Email

Setup mailbox(es), Setup & Test Email Creative, Test Send Email through Outlook, Troubleshooting


Marketing Utilities 

Reassign Scheduled Action Items, Import Leads from Excel, Process Auto-Email Campaign Streams 


References 


The Evosus Marketing Process:

Evosus Marketing manages Leads using two marketing phases, using automated Campaign Streams, and provides for Marketing List Generation. 

This guide includes:

  • Lead Acquisition: shown in light orange (steps A, B, C) is the process of acquiring new Leads outside of Evosus.
  • Lead Conversion: shown in dark orange (steps D, E, F, G) is the process of converting Leads into sales (Customers) inside Evosus.
  • Marketing Lists: the Leads or Customers that populate Campaign Streams
  • Connecting Evosus to Email:  Setting up and sending emails through Outlook.  Please scan this section first to check your system setup if you wish to use Auto-Email.
  • Marketing Utilities: how to batch changes for Action Items and Marketing Lists
  • References: the locations and definitions of Evosus terms found inside this guide

In the best-case scenario, Steps D and E will be skipped when a Lead converts to a customer immediately.  This guide will describe the full process, which is that a Lead requires a few Creatives linked together in a Campaign Stream in order to generate a purchase and become a Customer.



In this guide, each phase is expanded on with four subsections:

Sometimes, to improve clarity, ‘Screen Titles’, ‘Buttons’, ‘Section Titles’ and ‘Tabs’ will be framed with apostrophes on each end.   Evosus terms will always be Capitalized.




Lead Acquisition


The start of the acquisition process is typically the selection of a Creative designed to both attract potential customer attention in a given customer Interest(s).  The end of the Lead Acquisition phase is when a Lead is added to your database via import from a purchased customer list, outside CRM (Customer Relationship Management) import, or through manual entry – such as a Quote.


  • direct mail flyer (Creative) for Spas (Interest).
  • radio spot (Creative) for Chemicals (Interest).
  • phone campaign (Creative) for Pool Maintenance (Interest).
  • BBQ event onsite (Creative) for BBQs (Interest).
  • tradeshow booth (Creative) for Hearths (Interest).


Since Creatives in the Lead Acquisition phase are designed to generate new business in a customer Interest(s) category, report tracking of Lead Acquisition effectiveness ends when a new Lead is entered into Evosus and an Interest category is assigned to that customer in the ‘New Customer Interest Tab’ – shown at the right.  Additional reports are available once a sale occurs in the next phase.  Reports include:

  • Cost Per Inquiry:  Compares the total advertising costs with number of inquiries and number of sales received.

  • Sales by Advertising Code:  Compares different codes against each other to see which is the most successful.  Includes only Sales and Service Orders (this report can be used in both phases dependent on filters used)
  • Lead Register:  How many new Leads are being recorded in a given date range.
  • Lead Analysis:  Analyze the status of all Leads in the Lead Acquisition phase.


A free simulation for this process can be located with the directions on the title page.

Adding a new Creative requires adding Cost Types, then Creatives, then Advertising Codes, which attach one Creative and at least one Cost Type to each Advertising Code. The 4-Step process is:

Step 1 – Add Advertising Cost Types

a) Go to Administration>Marketing>Lead Acquisition>Advertising Cost Types.

b) Click ‘Add’ (or skip to Step 2 if Cost Types needed are already available in the grid).

c) Enter the name of a Cost Type, such as Design & Setup or Media Buy.

d) Repeat until all Cost Types are entered.

Step 2 – Add Creative for Advertising Code

a) Go to Administration > Marketing > Creatives. (It’s also the tab next to ‘Cost Types’).

b) Click ‘Add’ (or skip to Step 3 if you are reusing a previous Creative. A reused Creative will require a unique Advertising Code).

c) Profile Tab: 

    i. Enter Name and Description for the Creative.

    ii. Type:  Choose ‘Package’ Radio Button (ignore the grayed out ‘Element’ button).

    iii. Select ‘Lead Acquisition’ radio button.

    iv. Select a Channel from the drop down menu.

    v. The Inventory option is grayed out in this phase but would become available if this was a Lead Conversion Creative.

    vi. Miscellaneous:  You can create up to 5 digit unique identifiers to be able to sort the Creatives pick-list more easily if desired.

d) Interests Tab:  in Lead Acquisition, you will typically select all Interests because you want to associate all new Leads to this Creative upon entry into Evosus. During Lead Conversion, you might select fewer Interests, so your metrics can be more precise.

e) Offers Tab: (Optional) Select if you want to add an Offer.  Once this Offer is associated to a Creative, the Offer will:

  • automatically be populated in the Sales Profile grid shown below for all Customers that share the Interests checked off in Step b above.
  • allow the salesperson to checkbox a single offer (multiples may be available) underneath the grid header reading – ‘Please check the offer the customer is taking advantage of’
  • not be available for selection or tracking inside a POS Order (it was designed for larger purchase items that would need a Sales Order).
  • require a manual discount even if selected

If the offer is monetary (% or $ off):  use the Sales Order (not POS) to process it.  Then, adjust pricing with a Discount.

  

If the Offer is inventory related (a free item with purchase):  The free inventory ‘Offer’ is shown as an option available to be checked in the Sales Order ‘Profile’ grid.  This item is *not* removed from inventory, so you will have to adjust with a stock adjustment.  


f) Script Tab: (Optional) If the Creative is a phone campaign, or has an associated script you want your employees to repeat with specific points they need to cover, enter it here.

g) Click ‘OK’ to save.

Step 3 - Create Advertising Code and associate it to a Creative and Vendor

(see title page for free Advertising Code simulation)

a) Go to Administration > Marketing > Lead Acquisition > Advertising Codes.

b) Click ‘Add’.

c) Enter a Name and Description for the Advertising Code.

d) Select the newly made Creative (from Step 2) from the drop down list.  This associates it to this Advertising Code. Alternately, you can press the ‘Add New Creative’ button if you want to make a Creative from this screen.

e) Select a Vendor from the list that is providing the advertising.  If there is no fee or the event is in house, you should still select the vendor that would normally receive a fee or choose ‘In House’ for ROI tracking purposes.

f) Click ‘Save and Add Scheduled Event’. A new screen appears like the one below:


g) Select the ‘Schedule’ tab.

h) Select the date and time the advertisement is scheduled to run. If you choose a date in the future, the Advertising Code will NOT be available to select as an advertisement in the screen shown below until that date arrives. 


Best practices for these Offer examples:

  1. Magazines: enter the date the magazine is distributed rather than the publication date (which is generally later than the distribution date).
  2. Direct Mail: enter the date the Creative is mailed out. 
  3. Unsure: enter today’s date and it will become available today.
  4. Ongoing Runs:  save multiple schedule instances so the Advertising Code still appears near the top of the drop down list when adding new Interests.   

            a) Decide on a recurring cycle (i.e. monthly or quarterly)

            b) Save recurring cycles by repeating Step 3 above for each Advertising Code needed.  Pro tip:  Remind yourself it’s time to create more by adding an Action Item to your own list.

            c) If the Advertisement is not applicable across all stores, then select only the applicable stores. Keep in mind that the Advertising Code will ONLY appear for users logged into the selected stores. 

When in doubt, select all stores.

i) Select one or more Cost Types from the drop downs and enter the cost for each type. This feeds the calculation for ROI per Advertising Code.  For instance, if you ran a Newspaper ad, you should separately enter both the cost to design (Cost 1) and run (Cost 2) the ad.

j) Click ‘OK’ to save the schedule.

k) Additional costs can be entered if desired:

    i. Go to the ‘Advertising Name’ screen. Find the ‘Schedule’ tab.

    ii. Double click the desired Advertising Code line or Select ‘Update’. To open the ‘Advertising Schedule’ screen.

    iii. Find the ‘Costs’ tab.  Select ‘Add’.

Step 4 – Test the Advertising Code Created in Step 3

a) Go to the main Customer screen and click ‘Add Lead or Customer’.

b) At the ‘Interest’ tab select an Interest from the drop down that was associated to the Advertising Code you are checking.

c) Select the ‘Advertising’ radio button. Press the search button and locate the Advertising Code you just entered.

d) If the Advertising Code is not visible check:

    i. The radio buttons at the top of the screen to include additional Advertising Codes by date.

    ii. Scroll down to the bottom of the list to search. (A long list is why it’s recommended that ongoing Creatives are saved and separated into multiple Ad Codes – to keep the current one near the top).

e) Highlight the Advertising Code you are testing and click ‘Select’.

f) Back in the new customer screen, you should see the Advertising Code populate in the Advertising field.  If the code doesn’t populate, you should retrace your steps in the Lead Acquisition section of this guide.

 

Discounts v. Sales Promotions v. Offers: Which should I choose?

While all three can offer a price reduction, the respective advantages are:

  • Offers: are always associated to a given Marketing Campaign and afford viewing of ROI with a single report. 
  • Discounts: offer sales staff flexibility on the fly – discounts do not have to be set up in advance.
  • Sales promotions: are applied equally across all sales of a given item

Comparison Table: Discounts v. Sales Promotions v. Offers


Discounts
Sales Promotions
Offers
Set Up In Advance
No
Yes
Yes
Price Change is Automatically Applied 
No – requires a change on the pricing screen.
Yes
No – requires a change on the pricing screen.
Prices Tracked to a Sales Promotion
No
Yes
No
Prices tracked to a marketing promotion (what brought the customer in?)
No
No
Yes – as long as the Offer is checked off in the grid.
What reports are used to measure ROI?
Sales Discounts
Promotion Analysis Report
Lots of options.  Please see the two “Reports” sections in this document.
How can it be limited?
By salesperson through the use of discount permissions
By store in the setup, otherwise it is applied equally.
By not opting into the Offers that are presented on the customer profile screen.

Can I use Offers in Combinations with Sales Promotions or Discounts?

It is possible to use an Offer in conjunction with a Sales Promotion or Discount if a quicker cash wrap process is desired – but viewing reports becomes more complex.  Since this guide is mostly concerned with the standard marketing process which would use Offers fully, this is an abbreviated workflow if you wish to investigate this method further:

  • Create the Offer and Campaign as indicated in this guide.
  • Create Discount reasons with the same name as the Offer.
  • Use these reports to get information:

         - Sales Discounts: Answers how much was discounted in total and was the total discount higher than the cost to convert the customer from a lead.

         - Cost per Inquiry: Answers how many times a campaign schedule has ran, number of sales, amount of total sales, and conversion rates from inquiry to sale.

         - Sales by Ad Code: Answers how many orders by Ad Code (still tracked in the Customer Profile ‘Interest Tab’) and with the assumption that Interest categories on the Profile page are comparable to Sales Discount reasons.




Lead Conversion

                                                  

Lead Conversion is the process that converts a Lead into a Customer (D-F).  It differs from the Lead Acquisition phase because it targets Leads already in your database.  The phase ends when a sale is made (F).  In our diagram above the Post-Sale Marketing and Warranty Work (G) is also included in this phase.  This is largely because the same tools and techniques used in Evosus will apply to post-sale relationship marketing as well.

 

The mechanism for converting Leads into Customers is through either an automated Campaign Stream or a manually pulled Marketing List.  A Campaign Stream links a series of Creatives and runs in the background according to the criteria you select.  Marketing Lists are not triggered automatically by an entered Lead or Sale the way Campaign Streams are – they are manually executed each time you want to run one.  Marketing Lists are mostly covered in the section following this one, for now, we will focus on Campaign Streams.

Both of the following samples exclude what many people think of as traditional advertising spots (internet, magazine, or print ads) because those activities would be considered Lead Acquisition (mass marketing), not Lead Conversion (marketing to your own Leads).

Sample Campaign Stream for Hearth Sales Interest:

  1. Monthly newsletter (Creative) for March sent to Hearth Interests (via Marketing List) week 1 of month
  2.  Postcard (Creative) sent to Hearth Interest Leads received week 2 of month with 10% off (Offer)
  3.  Personal phone call (Creative / Action Item) from salespeople to Hearth Interest Leads that have purchased anything at our store in the past year (Marketing List).


Sample Campaign Stream Outline for Spa Interest

Campaign Stream Name:  Buy a Spa

Campaign Stream Type:  Pre-Sale Marketing

Purpose:  Convert Spa Interest Leads into Customers

Days Following Inquiry
Channel Type
Filters 
(applied with a Marketing List in the next section)
Name & Description
Script

1

Phone
Exclude Spa Purchasers
Any Questions? Sales person calls Lead and answers any questions regarding product inquiry
Hi! This is Joe from Evosus Pools & Spas. I enjoyed meeting with you yesterday and wanted to find out if you had any additional questions about our spas?

3

Email
Exclude Spa Purchasers
Additional Info:  Sales person emails Lead to determine where they are in the buying cycle.
Good morning, This is Joe with Evosus Pools & Spas. I just wanted to check in to see if I could answer any questions for you. I attached some additional information about our products.

7

Direct Mail
Include Zip Codes
98660-98665; Exclude Spa Purchasers
Benefits: "Benefits of Hot Tub" direct mail piece with an Offer
N/A


These reports are designed to measure ROI in the Lead Conversion phase and also the time spanning between phases when an inquiry (Lead) in the Lead Acquisition phase becomes a sale in the Lead Conversion phase.  

  • Sales by Advertising Code:  Compare different advertising codes against each other to see efficacy.  Includes only Sales and Service Orders as a “Sale”.  Jobs and POS sales are not counted (but this report can be filtered by marketing phase by choosing different time options).  This report can also measure the same Creative deployed under unique Ad Codes to measure seasonal changes.
  • Sales by Creative: Compare different creatives (phone calls vs. radio spots) to view efficacy.
  • Inquiry to Order Lag Time: Measures the time that passes between Lead Acquisition and Sale.    


Step 1-  Outline Campaign Stream on Paper

As a best practice, outline your Campaign Stream on paper so that you can view the total campaign; then enter each individual step into Evosus.  Keep in mind:

  • There is no limit to the number of Creatives used in each Campaign Stream.
  • The same Creative can be used in multiple Campaign Streams; however, a Creative cannot be edited once it is used in an active Campaign Stream.
  • Once the client purchases, the pre-sale Campaign Stream ends and it will no longer generate Action Items for that customer.
  • The post-sale Campaign Stream (if applicable) will begin as soon as the items purchased are marked delivered.

Campaign Stream outlines need to answer…

a) Which Interests are targeted?

b) What Creatives are used?

c) What order should the Creatives follow?

d) How much time should pass between Creatives?

e) What is the best method to reach the customer (Channel)?

f) How should the Leads be filtered:  by ad code, by email, by zip code, etc.?

g) What is the purpose the Campaign Stream of Creatives should address?

h) What should employees say in a Script if anything?

Step 2 – Add Creatives for Campaign Stream


Add any new Offers not already in Evosus.  For more information on Offers, read the Lead Acquisition section above.

a) Go to Administration > Marketing > Creatives.        

b) Click ‘Add’. A new screen appears with 4 tabs.

c) Select ‘Package’ radio button.  (Element radio button should have nothing in the grid.  It is a bug to be removed – it has been reported.  Just ignore it :-) ).

d) Profile Tab: 

    i. Enter a Name and Description for the Creative.

    ii. Select Lead Conversion radio button.

    iii. Select a Channel from the drop down.  

e) Interests Tab:

f)

    i. Select one or more Interests for the Creative.  

    ii. You may select multiple Interests if you wish to run similar Campaign Streams for multiple Interests.  However, once a Campaign Stream is scheduled in Step 3 below, each Campaign Stream will only associate to a single Interest. You will need to run multiple Campaign Streams to address multiple Interests.  Make sure that each Creative has the same Interest selected as the Interest you select for the Campaign Stream in Step 3 below.

g) Offers Tab – select if applicable.  For more information on Offers, see the Lead Acquisition section above.

h) Script Tab - Enter a script for the Creative, if applicable. It will display on the Action Item created by the Campaign Stream and help the sales person understand what to communicate to the client.

i) Repeat until all Creatives to associate to the Campaign have been entered.  All Creatives have to be inside Evosus before associated to a campaign stream.

Step 3 - Create Campaign Stream

(See title page for location of free campaign stream simulation)

a) Go to Administration > Marketing > Lead Conversion > Campaign Streams.

b) Click ‘Add’.  

c) Profile Tab:

    i. Enter a Name and Description for the Campaign Stream.

    ii. Select the appropriate Interest from the list. 

    iii. If the Interest you want is not in the list but is part of your already established Interests in Evosus:

  1. Cancel this Campaign Stream
  2. Go back to the Creative desired
  3. Include the correct Interest with a check box. 
  4. Then start Step 3 over. 
  5. Please note: There is an adjustable System Parameter which resets customer Interest assignments after a given time has passed – see Reference section in this document for more information.

    iv. Select a campaign type from the four options:

  1. Pre-sale marketing: the Campaign Stream starts when a new Interest is entered.  This type of Campaign Stream is limited to run one time for a given customer and is triggered by the new Lead entered into Evosus.
  2. Post-sale marketing: the Campaign Stream begins when the customer purchases a product matching the Campaign Stream’s Interest and you want to trigger repeat sales by keeping your shop top of mind with customer desired content (how to care for your spa in Summer articles, contests, free BBQ’s) or prevent buyer’s remorse by a follow up campaign to a purchase to reinforce positive feelings about the purchase.  It is triggered by the sale order in Evosus.  The checkbox below “DO NOT allow this Post-Sale Marketing Campaign to run …” becomes available. 

            a) Check the box if you want to limit this Campaign Stream to only run one time for this particular customer.

            b) Remove the checkbox it if you want to allow this Campaign Stream to run multiple times for a given customer.

        3. Post-sale relationship: the Campaign Stream begins when the customer purchases a product matching the Campaign Stream’s Interest and you want to maintain customer lists for warranty purposes – either to                     remind the customer that their warranty is almost ended, or to contact them for recall purposes.  It is triggered by the sale and will connect to the most expensive item on the sales order.  The Post-sale relationship             Campaign Stream is automatically limited to run once per customer.

        4. Marketing List: the Campaign Stream begins once a Marketing List is executed. Use this option when you have a one-off need, ad-hoc, for instance, a product is recalled and you must schedule warranty calls or you             wish to send thank you notes following a convention booth appearance. A Marketing List is triggered by your desire to run it, not a result of a Lead or Sale being entered into Evosus.  It is limited to run one time for             a given customer. 

d) The ‘User Defined’ and ‘Notes’ fields are available, but they are not used for reporting or filtering of data – they are only available inside the Campaign Stream itself.  The ‘User #’ fields do appear in each name line of the Campaign Stream Grid – so they might be useful for organizing your Campaign Streams with a personalized code making finding and reusing the Campaign easier.  (If there is already something in the User 1 field, this might be a legacy ID number from data conversion of an old system to Evosus.) Ignore for now if you don’t need it.

e) Click ‘Save and Add Efforts’.  A ‘Marketing Campaign Stream Effort’ dialog box appears related to one of these four options:   

a) ‘Pre-Sale’ (shown in images above):

    i. Select the first Creative in your outline.

    ii. Select who is ‘Responsible for Execution’:

  1. ‘Specific Employee’ when only one (typically back office) employee is needed. For example – mass mailings.
  2. ‘Owner of Inquiry’ when the original sales person and a personal touch is desired. For example – follow up phone calls.

    iii. Timing: Use a combination of the big and little arrows to enter the number of days from inquiry to trigger this Creative.

b) ‘Post-Sale Marketing’:

    i. Select the first Creative in your outline.

    ii. Select who is ‘Responsible for Execution’ (see definitions above).

    iii. Timing: select one or all

  1. Enter the number of days from delivery to send the Creative.
  2. How often to recur sending the Creative from date of delivery – if any.
  3. What months to exclude sending a recurring Creative - if any.

c) ‘Post-Sale Relationship’:

    i. Select the first Creative in your outline.

    ii. Select who is ‘Responsible for Execution’, (see definitions above).

        iii. Timing: select only one

  1. Enter the number of days from delivery to send the Creative.
  2. Number of days before warranty expires
  3. Number of days after warranty expires

d) ‘Marketing List’:

    i. Wait, what the heck?  Aren’t we talking about Campaign Streams?  The introduction did not prepare me for this option.  I thought that was in the next section. 

  1. You are a wise one!  Good looking too!  We did not want to confuse everyone right off the bat.  If you’ve come this far, hang in there a little bit longer…
  2. The ‘Campaign Stream’ option is named ‘Marketing List’ because it can still be automated a bit.  For instance, if you go to the same tradeshow every year you can save your parameters for reuse the next year under a Campaign Stream.  Or if you want to save the general process of how warranty calls should deploy.  In both those cases, you don’t want a Campaign Stream to run automatically, because you need to fill it with names from the current show or a selective few for warranty calls bypassing your “normal” Campaign Streams.  The specific names and contact information are populated with a Marketing List.
  3. This means, after you set your parameters in a Campaign Stream, you fill it with names from a Marketing List that you pull as a one off list, and do not keep it going automatically.
  4. Hang in there, just keep reading until the next picture and all will be revealed.

    ii. Select the first Creative in your outline.

    iii. Select days from Marketing List Action Date the Campaign Effort should run.   

    iv. Add as many Creatives as you wish by clicking ‘Add’ in the ‘Efforts’ tab.

    v. When you are satisfied, Click ‘OK’ to save your work.

    vi. To schedule this type of Campaign Stream, skip down to the “Marketing List Generation” section, Step 2. There you will create a List to populate this Campaign Stream Effort and select an Action Date.

i) Click OK to save. You are returned to the Campaign Streams screen.  Repeat until all Creatives on your outline have been entered into this Marketing Campaign Stream.  When finished you now need to schedule the Campaign Stream, (Step 4) to automate it.

Step 4 –Schedule Campaign Stream

a) Go to Administration > Marketing > Lead Conversion > Production Campaign Stream Schedule.  

b) Click ‘Add Stream to Production’ button at the bottom. A new screen called ‘Campaign Stream Schedule’ appears. 

c) Select Interest from the ‘1) Select an Interest and Campaign Type’ drop down which filters choices available from the ‘2) Control Group’ drop down.

d) Select the Campaign Stream from the ‘Control Group’ desired from the drop down and select the Effective (start) Date and End Date for this campaign.  If an end date is not selected, the schedule will extend 100 years.

    i. Checkbox ‘Always Select this Campaign Stream along with others if the filters allow’ means that no other marketing will exclude running this campaign.  For instance in the case of running warranty calls AND at the same time running pre- or post- sale campaigns.

    ii. Checkbox ‘Run against a Test Campaign Stream’ if you want to try what is commonly called an A/B test.  An A/B test splits a group of Leads/ Customers to get data on two competing Campaign Streams.  The two campaigns might include different offers, the order of the Creatives might be different, the date sent might vary, or all of these variables. 

        i. A new ‘Test Group’ titled section will open.  Select what other Campaign Stream (the B group) will run against your control Campaign Stream group (the already selected A group) shown in the ‘Control Group’ Box.

        ii. Both Campaign Streams that you want to test against each other need to be set up before selecting them here.

        iii. Alternate with Control Stream is how Evosus chooses which contact gets the A (Control) or the B (Test) option:

            1. Every Other Lead

            2. Random

        iv. Enter Effective (start) Date and End Date for the B (Test) group

e) Click OK to save.

f) To see results of your (optional) A/B test you would use the same reports as listed in this section above.  With regards to efficacy, you will not be able to see open rates, but you will be able to compare sales. The best way to compare will be to run a Sales by Creative Report, showing difference efficiencies between creatives. 

g) The only thing left to do is populate your Campaign Stream with a Marketing List (or the group of people that you need to reach) shown in the “Filters” column of the table in “Examples” above.


Marketing List Generation

A Marketing List is a list of database records – specifically names and contact information.  It might be Customers, it might be Leads, it might be Customers excluding or including given demographic or sales characteristics.  It might be related to pre-sale or post-sale Campaign Streams.  The list can be manifested as an Excel document, a printout of labels, or to populate a Campaign Stream as described in the preceding section.

All marketing lists created in Evosus are saved for possible reuse. If reusing a list, skip steps 1 and 2 of the ‘Process to Complete’ section below.

A Marketing List is its own report.  It is generated from:

  • the Administrative Tree (process shown below)
  • the Money Tree by filtering out past purchasers (Customers) from a Sales List.

Step 1 – Outline Filters Desired

In the Campaign Stream section above, in the Examples sub-section, you will see the outline table with a column titled “filters”.  Filtering is what we’re going to call the slicing and dicing of your demographics list in order to target the right people to the right Campaign Stream.  Filters can include or exclude different demographic or Sales characteristics such as:  gender, interest, post codes, salesperson, or item ordered.  Although they are added one at a time, there can be multiple filters applied within a list to get specific if desired.

Step 2 – Create a New Marketing List

a) Go to Administration > Marketing > List Generation > Marketing Lists

b) Click ‘Add’ button.

c) Name:  choose something descriptive like: “Interest – Purchase status” such as “Spas - Non-Purchasers”.

d) Category:  This field is used to filter the list of Marketing Lists if selecting for reuse.  It’s helpful to use a department or employee’s name such as: Sales, Service, or Bob (see image following Step 3 #3 below).  Select an existing category from the drop down, or type a new one directly in the field itself.

e) Create List Based On…

    a) Filter options shown on the following screen will vary based on which radio button you select here. For instance, most order filters are not available when choosing “non-purchasers”.

        i. All Customers = Leads + Customers

        ii. Purchasers = Customers only.  Keep in mind that someone can be a Customer in one Interest category, such as Chemicals, but a Lead in another Interest category, such as Service.  If you are wondering why a                     particular person didn’t show up, that may be worth looking into.

        iii. Non-Purchasers = Leads only


f) Description (optional but helpful, as list is saved for future use)

g) Click ‘Save and Add Filters’ to proceed.

h) A new screen appears called ‘Marketing List Filter’ with a ‘Profile tab’

i) Select a filter from the drop down and specify particulars underneath.  Don’t forget to look at the ‘In or Out’ box (if available) to decide if the options are included or excluded.

j) Click ‘OK’ to continue. 

k) When returned to the ‘Filters’ tab on the ‘New Marketing List’ screen:

    i. repeat the process by clicking button ‘Add’ if desired

    ii. click “OK” to  finish adding filters and confirm.

l) You should see your new List populate in the “Marketing Lists” screen as shown below:

Step 3 – Execute the Marketing List

(Print it out or Assign it to a Campaign Stream)

a) Highlight the list and click button to ‘Execute List’.  Pro Tip: execute all lists to Excel the first time run to ensure results are as expected.

    i. To Excel – Sends the list to Excel.

    ii. To Label Queue – Sends the list to the label queue where you can select which labels to print and what printer to use.

    iii. To Labels (Avery 5160) – Sends the list to a print preview formatted for Avery 5160 (1” x 2 5/8”)sheet labels.

    iv. To Campaign Stream – Sends the list to a campaign stream.* Action Items will be created for the selected employee(s) based on the Campaign Stream. Sending lists to campaign streams is a quick and easy way to kick off action items for large groups of customers - for instance - following up with old service Leads. Best Practice: create another similar list in your test database to ensure the campaign stream generates action items as expected.

  1. Select a Campaign Stream from the list
  2. Enter Start Date of the First Action Item.
  3. Assign action items* to a single employee or multiple employees.

* Reassigning Action Items is covered in the Marketing Utilities section below.




Connecting Evosus Marketing to Email

In order to use Outlook email seamlessly with Evosus Marketing, there are a few more setup tasks to consider.  There are two ways to send an email with Evosus Marketing:

  1. Sending an HTML Auto-Email from Evosus (keep reading)
  2. Pulling a Marketing List inside Evosus and sending it out manually through Outlook - separate from Evosus auto-emailing (skip ahead to the Customer Dump feature shown in the Marketing Utilities Section).

Check System Requirements (for Outlook) before Proceeding…  There are many Knowledge Base articles that address communication and setup limitations between Outlook and Evosus including these topics:

  • The full (not express, not Mac) version of Outlook is required.
  • The 32 bit (not 64) version of Outlook is required
  • Only one email account can be associated inside Outlook
  • The Troubleshooting Section below lists related Knowledge Base articles on the support site that may be of help.

Best Practice: Evosus recommends having a test Customer named “Auto-Email” that receives all Auto-Emails.  This Auto-Email Customer would not be pulled when generating a one-time only Marketing List but would receive emails for recurring Marketing Campaign Streams when they are ran automatically.  Thus, an employee could see what emails have looked like, and when they have been sent and received through accessing the “Auto-Email Customer’s” in box (a personal email account should be used).


Step 1- Set up Evosus Mailbox

If you did not set up an Outlook Mailbox in Implementation, you will need to setup a Mailbox.    

a) Go to:  Administration > System > Miscellaneous > Mailboxes

b) Click ‘Add’

c) Profile Tab: Select radio button SMTP Mailbox. Fill in the below by finding it inside your Outlook account or

    a. Mailbox Name: Your nickname for this mailbox.

    b. SMTP Server: search online for commonly used ones or contact your ISP provider

    c. SMTP Address: the email address that will send the Creative

d) NT Trusted Security checkbox:  Please see KB#22642

e) Logon & Password:  Credentials already used for this account.  Anytime the password changes to the Outlook account, it must be changed here as well.

f) Port:  Search online for commonly used numbers or contact your ISP

g) Find Home SMTP Server button:  If you receive a 429 error, it is fixed in update 6.4.16. 

h) If you cannot or do not know the answers to the above, you may need to ask your IT professional for assistance.

i) Once you're done, go to the "Send Test from Mailbox" tab, and select an email address to send the test to and attach the HTML text body that you're planning to use in the actual auto email.

    a. Click ‘Send Test Email’. You should receive the email shortly. NOTE: We recommend using your personal email as the 'Send Test Email" account since some server firewalls will delay the delivery of the email.

Step 2- Set up & Test Email Creative

To set up the Creative to be auto-email compatible in Evosus:

a) Select the “E-mail” Channel in the Profile Tab of the Creative.  Click ‘OK’ to save.

b) Once saved, verify two new tabs have appeared at the top of the Marketing Creative (used to be 4 - now 6 tabs) including:

    a. Auto Email Tab:  Where you will attach the content of your email- continues below in Step d).

    b. In Use by Tab:  Shows which campaigns have used this Creative.  Once a Creative is attached to a Campaign, it cannot be edited (this tab should be blank if this is a new Creative).

c) Set up the HTML content for your email.  Detailed instructions on how to set up an HTML email is not found inside this guide but essentially:

    a. Use a free HTML editor like Coffee Cup or use a program like Word or Publisher to start and when you are finished choose “Save as a Webpage” from the “Save As” menu dropdown which will convert your page to             HTML.

    b. The HTML file must be saved inside your Evosus Shared Folder to be viewable and be sent properly. 

        i. The Evosus Shared Folder is NOT found on a local drive (like My Documents or local C:)

    c. Preview your file as a webpage first (outside Evosus) to see if it renders as expected.  Fix your email content now if necessary.

d) Attach the HTML content you made in step c) above.

    a. (Re)open the Creative by double clicking the Creative in the Creative list (list is sortable by clicking on the column header)

    b. Go to the Auto Email Tab.  Checkbox ‘Auto-Email’ at the top. 

    c. Enter your desired Subject Line and select sender from the dropdown.

        i. Senders are populated from setting up a mailbox in Step 1a) above.

    d. Click ‘attach’ button and browse to your files to find your HTML email created in step c) above.  You should see it in the preview window now.

    e. Click ‘Test’ and see a confirmation message onscreen.  An email will NOT be sent yet, but this confirms that the Evosus portion is working properly.

    f. If you receive an error, troubleshoot alone or with your Support Tech using the troubleshooting section below to start.

Step 3 – Test Sending Email

Now it’s time to test sending your Creative by way of a Scheduled Production Campaign Stream.  That test Stream will need a test Customer List.

a) Create a “Test” Customer Type

    a. Administration> Accounting> General Setup> Customer Type

    b. Add a test customer (you) with your own personal email to the Evosus Database

b) Create a Test Campaign Stream and attach the Creative you wish to test.

    a. See Lead Conversion Phase: Process to Complete subsection - Steps 3 & 4.

    b. Select “Marketing List” radio button option.

c) Create a Marketing List (see Marketing List Generation section in this document) filtered by the “Test” Customer Type you set up in Step a) above. 

    a. Make sure the Interest you select for yourself will match the Interest selected in the Creative you want to use.  The Creative may have more than one interest associated to it, and yours should match at least one of              those Customer Interests.

    b. Check your email for receipt

 

Troubleshooting Auto-Emails

Where can I see a list of Auto-Emails once sent?

For the employee assigned to the Campaign Stream task or Marketing List, the Auto-Emails will display as Sent in their Completed Action Items queue.


Have you changed your password to the email account in Outlook?

If so, see step 1e) above to update it.


I can’t see the HTML email in the Creative.

The HTML file must be saved inside an Evosus Shared folder to be viewable and send properly.


When I see my HTML email in a webpage it looks right, but when I see it in my Outlook, it looks different.

Each email client will render it slightly different. This is not an Evosus issue, but more of a known difference in email Marketing.


What knowledge base articles on support.evosus.com are related?

  • 20194: Initial Exchange User Email Setup
  • 20133: Outlook Email Integration
  • 55780: HTML file Does Not Display in Creative
  • 22642: Windows NT Integrated Security
  • 20365: Error 429 Active X Component Can’t Create Object when Emailing in Evosus
  • 20155: Auto Email Not Working
  • 15363: Find Home SMTP Server – Active X Error


Marketing Utilities

Reassign Scheduled Action Items

This utility allows for Customer reassignment:

  • from a given employee (for out of office coverage or for permanent changes)
  • to one or multiple employees
  • for the present day or dates in the future

The actual customer is reassigned which also reassigns any associated Customer Action Items to the new employee.  Start and End dates make it possible to prepare for out of office coverage for a future date, or adjust on the fly if someone calls in sick.  If an end date is assigned, any reassigned Customers (and associated Action Items) would return to their original employee on that date.

 

Import Leads from an Excel spreadsheet

How Evosus imports from Excel.  When importing Leads, decide how Evosus should handle entries:

  • Do Not Check for Duplicates
  • Skip Duplicates, Do NOT add new Advertising Code
  • Skip Duplicates, Add new Advertising Code if it does not exist
  • Automatically add Lead/ Customer to Pre-Sale Marketing Campaign Stream if it exists

If you want to export customers instead, you need to use the “Customer Dump to Excel” instead.  Find it at:  Administration> Reports> Marketing> Leads> Customer Dump to Excel.

This utility also allows:

  • importing of Vendors
  • importing of new Inventory Items
  • exporting of Inventory

Process Auto-Email Campaign Streams

A way to force processing of Campaign Streams to execute now.  If you do not execute this utility, Evosus will process them throughout the day. 




References

Administration> Marketing> Lead Acquisition> Creatives

Administration> Marketing> Lead Acquisition> Interests

Administration> Marketing> Lead Acquisition> Cost Types

Administration> Marketing> Lead Acquisition> Advertising Codes

Administration> Marketing> Lead Conversion> Campaign Streams

Administration> Marketing> Lead Conversion>Production Campaign Stream Schedule

Administration> Marketing> List Generation> Marketing Lists

Administration> Marketing> Utilities> Reassign Scheduled Action Items

Administration> Marketing> Utilities> Import Leads from an Excel Spreadsheet

Administration> Marketing> Utilities> Process Auto-Email Campaign Streams

Administration> Web API> Web API Dashboard (requires separate license – see definitions)* (Permissions in Employee Security:  Web API)


Parameters and Permissions:

Administration> System> Evosus Defaults> System Parameters> Marketing

Administration> Employees> Employee Security> Select checkboxes to allow employees access to Marketing functions under “Admin-Marketing” prefix.

Administration> Marketing> Months Separating Duplicate Interests


Locations:  Reports

Administration> Reports> Marketing> Advertising

Administration> Reports> Marketing> Campaigning

Administration> Reports> Marketing> Leads

Administration> Reports> Marketing> Leads> Customer Dump to Excel*

Administration> Reports> My Top 10> Evosus Money Tree*

*not detailed in this guide


Acknowledgments: 

All icons provided by flaticon.com

Action Items: the individual tasks that are distributed to employees, as a personalized follow-up list.  Employees can find them in the ‘Employee tab’ under ‘My Action Items’.

Advertising Codes:  a tracking mechanism that associates the specific instance by which a new Lead heard about your services. Once advertising codes are assigned to Leads, Evosus can generate reports showing ROI by Advertising Code. For example, if you want to compare the sales results by month from the same Creative ad, you would run a report of Total Sales by Advertising Code. This requires a unique advertising code for each month run of that ad, even though it’s the same Creative.  See title page to locate free simulation.

Campaign Streams: a string of action items functioning as a process to convert Leads to Customers. Also used to maintain customer relationships Post-Sale.  See title page to locate free simulation.

Channel:  the presentation method of Creative.  Examples include: Internet, Magazine, or Newspaper. The Channel list is pre-populated (you do not have to set it up).

Cost Types: a tracking mechanism to separate fixed costs (graphic design fees for a print advertisement) from variable costs (advertising space).

Creative: anything physically presented to the customer’s senses, such as a phone call, direct mail piece, advertisement, or email.  Each creative will need its own Advertising Code when deployed, but each Creative can be reused if a new advertising code is available.

Interest: a high level category indicating what the customer wants to buy. Interests are generally associated with product lines in Evosus. They are prompted and recorded each time a new client is entered into Evosus.

Marketing List (Generation): the output created after query of the customers in your Evosus database. Marketing Lists are often used to create mailing labels, export Lead or customer lists to Excel or create Campaign Streams. Marketing Lists can also be queried from the Money Tree Report.

Offers: the call to action inside a Creative to entice a purchase such as 10% off or free site checks.

Web API: API’s are an extension of Evosus used as a means to communicate, import, or export with other CRM systems like Salesforce. Web API’s are not covered in this guide, but are available by license. Please see https://shopevosus.com/products/Evosus-api-access for more information.