Some customers are running in the region of 40 to 60 simultaneous campaigns per campaign manager. Clever dashboards give quick to give insights into campaigns, and one can drill down quickly to get deep analysis like A/B testing of messaging templates or customer interaction timeframes.
Additionally, campaign managers need to be cognisant of the size of their databases upfront, as massive databases take time to send one’s marketing messages to.
Marketing automation service providers also need to be aware that large sends are going to take place to meet enterprise demands. Leadify has had instances where it needed to rapidly deploy additional gateways to ensure that messaging goes out, as customers’ loads exceeded their initial planning. Also important to take into account is that there are limits to the capacity that SMS and email gateways can accommodate.
Extend your reach
Most importantly, to successfully run multiple campaigns, it is essential that marketers are clear of what they are aiming to achieve and why they are running multiple campaigns simultaneously in the first place.
One salient reason for this is that it enables marketers to exercise their targeting options and vary the segmentation of who they are aiming to reach. One of the common direct/performance marketing mistakes organisations make is that they have a preconceived notion of the audience they want to approach. Usually, this is a very narrow demographic – females between the age of 25 and 35, for example.
However, if brands would challenge their assumptions and start with a broader campaign that reaches a wider audience and test their assumptions, they will often find themselves reaching a market they didn’t expect.
For example, a campaign for children’s clothing that initially targeted mothers could actually find greater appeal with grandparents who are buying clothes for their grandchildren as gifts.
Therefore, organisations need to start by creating a campaign that reaches across various demographics. Having done this, multiple campaigns can then be catered to reach specific audiences, with personalised messages for each to a far better effect.
Implement a solid strategy
Fleming warns that there are two circumstances when multiple campaigns should not be run. These include having no real strategy and no coherent reason for creating the campaigns as well as having a lack of understanding on how to create and manage campaigns in general.
On the flip side, running multiple campaigns that are set up cleverly offers significant benefits. For savvy marketers, it offers further granularisation to their target audience. It also allows them to get closer to the groupings that they are targeting, especially when personalising their marketing messages.
Use the same procedure
Much of the secret to making multiple campaigns succeed has to do with following the guidelines outlined above. As for the process of setting up multiple campaigns within Leadify, this is straightforward and intuitive. The procedure for setting them up within the system is exactly the same as running a single campaign.
Even as there are personalisation differences, Leadify allows users to duplicate a campaign, which carries over the core setup from one campaign to the next one. Then users can simply adjust optimisation and tweak each individual campaign on the platform.
The primary keys to making multiple campaigns work are having a clear reason for doing so from the outset, and having well-defined strategies in place. Most of all, it is important to always test one’s assumptions first and foremost.
This enables marketers to use multiple campaigns as a viable tool to target particular audiences based on actual feedback they have received from the market, resulting in better conversions.
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