Promotional campaign is a way of presenting your products in the market, convincing the consumers of its relative merits. Scripting an effective promotional plan is vital in pitching your reach into new verticals, thereby improving your brand value. A good promotional campaign should be formulated around the following objectives:

• Reaching the right audience
  

• Carrying engaging content
  

• Encouraging the audience to respond to the message
  

 The promotion feature in the Products module lets you plan the perfect promotional campaign for the products you have added. You can define who your audience is, and perform some post promotional actions on them, as well.

Creating a topic to associate

Topics let you classify your lists under various subjects. This helps you send emails to your leads based on their interests. This way, you will ensure that right emails are sent to the right audience. Click here to learn more about topics.

You must create a topic for the product before sending out promotional or cross promotional campaigns. When you associate a topic with your added product, the lead and customer lists of the product become associated with the same topic by default. If your email recipients opt to unsubscribe from your campaign emails, they can unsubscribe from the specific topic instead of leaving the organization as a whole. 

 Follow the steps to create a topic:

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click View all products.
   

3. Select the product you want to associate a topic to and thereby promote.
   

4. Click Promotion.
   

5. Click Create topic.
   

6. Fill in the following details
   

• Name : Give a name for the topic
  

• Description: Write about the topic
  

• Processing basis: Choose the basis on which you process users data from the drop down. This dropdown appears only if you comply by GDPR. 
  

7. Click Create.

Creating a promotion campaign

To define the audience and create a promotional campaign:

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click View all products.
   

3. Select the product for which you want to create a promotion campaign.
   

4. Click Promotion.
   

5. Click Create campaign
   

6. Name the campaign for your reference
   

7. Select an audience:  
   

   • Leads: People who are interested in the product but have not bought it yet
     

   • Customers: People who have purchased the product 
     

   • Leads and customers : Both the buyers and the potential prospects
     

   • I'll decide later : You can create the campaign first and decide your audience later.
     

8. Click Create.
   
   
   
   

9. Click New campaign.
   

10. Create a campaign and set up the campaign content as you would do for your regular campaign. Click here to learn how to create a campaign. Click here to learn how to set up campaign content. 
    

11. After configuring content, set response action, and define the campaign audience before sending out the campaign.
    

Set response action:

1. Click Edit actions.
   

2. Check Choose the lead level you want to add leads to.
   

3. Select a level for the leads to be moved to.
   

4. Click Done.
   

Define audience:

1. Click Define audience.
   

2. Select mailing lists for this campaign.
   

3. Apply filters to refine campaign audience.
   

4. Click Define
   

      12. You can send and schedule this product promotional campaign like your regular campaign. Click here to learn about sending             campaigns. Click here to learn about scheduling campaigns. 

Defining campaign audience for a campaign in draft.

Targeting the right audience is the key to a successful campaign. You can select audience from different mailing list and apply certain filters to narrow down your choices more precisely. You can filter the audience based on their contact details, website actions, demographics, behaviors and more. Choose what works well for your campaign.

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click View all products.
   

3. Select the product whose promotion campaign you want to build the audience for.
   

4. Click Promotion.
   

5. Select the promotion campaign that you want to build the audience for.
   

6. Click Define audience.
   

7. Search and Select mailing lists for this campaign. By default the audience of the product will be listed here. You can change it according to your requirement.
   

8. You can also Apply filters to refine the campaign audience. By default, the criteria matching the selected audience will be set. You can add criteria as per your need.
   

9. Click Define.
   
   

Setting response action

The audience who responds to the campaign, like opening an email campaign, clicking a link in the email etc. will be added as leads to the product. You can set the lead level to which they should be added.  You can set the level as follows,

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click View all products.
   

3. Select the product for whose promotion campaign you want to set a response action.
   

4. Click Promotion.
   

5. Select the promotion campaign for which you want to set response action.
   

6. Click Define actions.
   

7. Check Choose the lead level you want to add leads to.
   

8. Select a level for the leads to be moved to.
   

9. Click Done.
   
   
   

 If no lead level is set, the audience will be added to "Uncategorized" level. 

Understanding Promotion campaign report

It is important to measure campaign's performance to enhance promotion and marketing strategy. You can track how your campaign has performed in terms of delivery, bounces, lead generation, and more. 

Viewing Promotion reports:

1. From the Navigation toolbar, select Leads and choose Products.
   

2. Click View all products.
   

3. Select the product for whose promotion campaign you want to see the report
   

4. Click Promotion.
   

5. Select the promotion campaign for which you want to see the report.
   

6. Click View report.

Understanding promotion reports:

Promotion report is divided into three sections:

• Campaign stats
  

• Lead generation stats
  

• Audience data
  

Campaign stats:

Summary: The number of emails sent, bounced etc

Response by location: This gives you the concentration of responding recipients based on location.

Response action : The level you have set for the leads to be classified into

Campaign generated leads: This graph draws a comparison between the total leads and this campaign generated leads

Leads Generated: Leads generated through this campaign will be listed here.

Audience data:

This section lists the audience of this campaign under categories like Sent, Responsive, and Unresponsive.

Learn how to add products and manage them.

Learn about different product levels and their usage.

Add product related custom data fields and store additional information about your services.

Get insights on your product's performance and compare different products for better strategizing

Learn about Cross promotions

 For further assistance, contact us at support@zohomarketinghub.com