Campaign Design Principles
The objectives of most campaigns are to sell a product, gather information from the user, or deliver on a promise (purchase or subscription).
Fundamentally all campaigns should apply or reference three tags that are specific to that campaign.
- Success Tag – indicates that the campaign did what it was supposed to do, regardless of what the objective was. If it’s selling a product, the success tag would indicate that it sold. If it’s to get enrollment in a nurture sequence, there would be a tag to indicate that the contact enrolled. What makes a tag a ‘success tag’ is its purpose.
- Failure Tag – indicates that the campaign did not do what it was supposed to do. The contact did not purchase, did not enroll in a nurture sequence, or otherwise achieve your conversion objective. It’s important to note failure as a way to record campaign completion, even if the objective was not achieved. The absence of the success tag is not enough.
- Disqualification Tag – When present at the start of a campaign, this indicates that the campaign should short-circuit. For example, a marketing campaign for product X should short circuit if the contact already bought X.
What you can infer from above is that each campaign “should” be restricted to a single purpose, rather than a kitchen-sink campaign that does everything.
The benefit of this approach, including separating marketing (nurture) campaigns from the fulfillment of purchases, is that you can daisy-chain them together as needed, creating multiple pathways through your product offerings.
Understanding the Report
This report in InfusionAudit shows all of your campaigns, as well as which products are used for goals within the campaign. It then shows what tags are used to indicate success, and what tags indicate failure to perform the campaign’s objective.
In the demo here, you see one campaign has a product-purchase goal but fails to add a tag for that product, and only one campaign records failure. Making note of both success and failure lets you better determine what should happen to the contact at the end of the campaign – fulfilling on a promise, or trying another marketing campaign.