Multi-touch Campaigns

Multi-touch campaigns provide a contact engagement pattern and behavior across multiple activities before lead creation or conversion to opportunity.

It helps marketers understand and get information on:

• When they engage the most
• What activities they engage in the most
• Which types are most common prior to conversion to opportunity?
• How many touches are typical for MQLs?
• How many touches are typical for MQLs that convert to opportunity?

A Multi-touch campaign basically targets a selected set of audience by sending mails in small intervals of time.  It can vary according to the marketing needs like mails sent with offer/ without offer, or based on event or a webcast or just sending different mails in small intervals of time with different subject lines.

Hence the Multi-touch lists are slightly different from standard list requests in the final stage. The final list will be split and uploaded as small lists based on the need, with or without subject lines.

For Multi-touch campaigns the marketer needs to provide the below details for the list analyst

• Number of emails to be sent
• Date on which the emails are to be sent
• If any registrant needs to be excluded before each email send
• Does the list need a refresh before each email launch
• Subject line details if any
• Test email date and the final mail send date, if the subject line is present

Sample Multi-touch Campaign Flow:

Below is a simple Multi-touch campaign flow with three email sends in different intervals of time excluding the registrants before each mail.