E-mail Streams

Most marketers are taking advantage of the low cost of e-mail marketing, creating an increasing number of their campaigns for e-mail delivery. But one-shot e-mail campaigns miss the true opportunity of e-mail communications: the ability to easily engage targets in an ongoing stream of communications—or, even better, a one-to-one dialog.

CDC MarketFirst gives marketers all the tools they need to design this new breed of multi-wave, interactive campaign. With CDC MarketFirst's advanced personalization capabilities, marketers can ensure every e-mail has the relevance and personal touch required to engage the recipient. Using CDC MarketFirst's graphical workflow designer, users can plan sophisticated multi-wave campaigns with conditional elements and then automate their execution.

For example, a promotional campaign for a new product might include a month of weekly e‑mails, each unveiling a different product feature. A conference invitation might include an escalating round of invitation e-mails as the conference date approaches, each with a different promotion, as well as registration confirmation, reminder, and post-event thank-you e-mails.

With CDC MarketFirst, these campaigns can have advanced adaptive elements—sending a different second e-mail depending on the contact's response to the first one, for example, or adding personalized content elements based on the profile data collected at the last stage.

With CDC MarketFirst, marketers can also move beyond scheduled, one-time campaigns to ones that match the target's timetable, rather than the marketer's. With event-triggered e-mail streams, marketers can set campaigns to automatically launch following a specific action, such as a new registration or purchase. These "perpetual" campaigns help marketers reach targets with relevant, timely promotions that match the recipient's point in the prospect or customer lifecycle—without any effort on the part of the marketing team!

CDC MarketFirst's advanced features fuel a new level of marketing innovation:

  • Design sophisticated e-mail streams: CDC MarketFirst's graphical workflow designer enables users to easily map out complex campaign flows that involve multiple e-mails, and then automate their timing and delivery.
  • Launch multi-wave, adaptive campaigns: With CDC MarketFirst, e-mail campaigns don't need to be simple and linear—they can involve complex conditional elements that adapt to the recipient's campaign response and profile data. Marketers can design campaigns to unfurl in multiple waves, each of which is contingent on the recipient's reaction to the last e-mail, increasing in relevance at each turn.
  • Create perpetual, event-triggered e-mail streams: Use CDC MarketFirst to create campaigns that run themselves—event-triggered e-mail streams that launch in response to an action on the part of the recipient.
  • Accelerate campaign planning by using templates: When you find an e‑mail stream flow that gets results, you should be able to easily apply it to future campaigns. With CDC MarketFirst, you can build campaign workflow templates to re‑use on multiple campaigns, making future complex campaign design faster and easier.