How to Create a Nurture Program

Introduction Run a Nurture on a Lead or Contact >>

 

The Nurture Program feature in ClickDimensions lets you create an automated process revolving around sending emails to your Leads and Contacts. There are two ways you can trigger a Nurture Program to run on a specific Lead or Contact:

1. Add a Lead/Contact to a specified Marketing List

2. Click the Run Nurture button in the ribbon of the Lead/Contact record.

After completing one of the two, your nurture process will automatically start sending emails, checking for a certain actions (such as opening an email or clicking on a link in the email), notifying Users in CRM, adding or removing the Lead/Contact from a Marketing List, and more.

In this article we will show you how to create a basic Nurture Program using ClickDimensions.

NOTE: We recommend to not add more than 10,000 people to a Nurture at one time.

NOTE: Once you create a nurture you cannot delete the CRM record. You may deactivate it or reuse it. If you want to deactivate a nurture, make sure to actually cancel the Nurture first (explained below).


Nurture Builder Overview

The ClickDimensions nurture program builder allows marketers to create sequences of emails and events designed to automate the process of maintaining appropriate contact with prospects.  The Nurture Program builder contains the following actions:

nurture tasks

Example Nurture Programs

Nurture programs can be used in many ways.  Two of the most common are for automating contact with prospects that aren’t ‘sales ready’ and automating contact with new customers.

An example of a nurture program for automating contact with prospects that aren’t ‘sales ready’ can be seen in this blog post titled Web Lead Nurture program example. An example of a nurture program for automating contact with new customers can be seen in this blog post titled The ClickDimensions Customer Onboarding Process, powered by…ClickDimensions and Dynamics CRM.

Step 1: Create a New Nurture Program Record

Navigate to Settings > ClickDimensions > Nurture Programs.

navigate-to-nurture-programs

Click New to create a new Nurture Program record.

new-nurture-program

In the new record enter the Name for the Nurture Program.

name nurture

After entering the Name, click Save.

Step 2: Associate a Marketing List

This is an optional step. If you want your Nurture Program to trigger based on if the Lead/Contact is added to a Marketing List, you will need to specify which static Marketing List you want to use.

IMPORTANT: The Nurtures will only run on Static Marketing Lists, they will not work on Dynamic Marketing Lists.

Click on the arrow on the tab for your nurture at the top of the screen and click on Marketing Lists. On the next screen, click the Add Existing Marketing List button below the nurture program’s name.

add-ml-to-nurture-program

In the Marketing List window, select the Marketing List(s) you want to associate with this Nurture Program. The Nurture Program will run on any Leads/Contacts you add to the Marketing Lists associated with this Nurture Program.

IMPORTANT: When you associate a marketing list(s) to a nurture program and publish it the nurture steps begin to be applied to all members of the associated lists. In addition, the nurture program will be applied to any new members that are later added to the list.

However, if a nurture program is published and you then associate a marketing list to it the nurture will not be applied to the existing members of the marketing list. The nurture program will be applied, however, to any new members that are later added to the associated marketing list(s).

NOTE: ClickDimensions has become aware of a bug in Microsoft CRM that can prevent Nurture programs from being executed against a record that is added to a marketing list using CRM’s “Add Members Using Advanced Find” method. If you choose “Add only the selected members to the marketing list” this will work. But if you choose “Add all the members returned by the search to the marketing list”, it will not send the required message to CRM that is needed to trigger our nurture program. Microsoft is aware of this issue but has not provided an ETA on a fix. Meanwhile, the following methods of adding contacts or leads to marketing lists work fine to trigger the Nurture programs associated with the marketing list:

  • Add marketing list members via Look-up
  • Add marketing list members via running an Advanced Find then using the “Add to Marketing List” button on the Advanced Find Results page
  • Add marketing list members via the “Add to Marketing List” action on web content records
  • Add marketing list members to a static list using a workflow. You can see how to do so here.
  • Add marketing list members using the ClickDimensions import tool.

NOTE: If someone who has already completed this Nurture is added to a Marketing List on the Nurture, that person will start on the program again from the beginning. However, if they’re still going through the Nurture and they’re added to a Marketing List on this Nurture, their progress won’t be interrupted and they won’t repeat the Nurture.

After you’ve published your Nurture Program, you may also run it on an individual Lead or Contact and this article will show you how.

Step 3: Build the Nurture Program

You will create the Nurture process in the Builder section. We recommend that you open the builder in Full Screen mode by clicking on the Full Screen button in the ribbon.

nurture-full-screen-button

This will open the builder in a new window, and it allows you have more space to work with. It will also help to make sure that you click the correct Save button in the builder (Do not click the Save button in the Nurture Program record ribbon to save any changes made in the Builder section – your changes will not be saved).

Now we can start adding tasks. On the left hand side you’ll see a column titled Nurture Tasks. To add a task, select the task you want to add and drag it to the right. You’ll see that a dotted line will appear where the task will be added. In this example, we will start by adding a Send Email task.

Send Email Task

new nurture builder

Once the task has been added, click on the gear to open the settings window.

settings

You’ll see that it resembles an Email Send record. You can specify who the email is coming from – the Lead/Contact Record Owner, a User in CRM, or any name and email address that you enter in the From Name and From Email fields. You will also need to specify the Email Template you want to send (these are ClickDimensions Email Templates). Once you have selected your Email Template and entered the necessary fields, click Ok. Note that you may use Freemarker in the From Name and From Email fields to pull in that information from fields on their Contact/Lead record. For example if you have another User lookup field for their Trainer (who is not their owner), you get pull in their trainer’s name and email.

send email settings

After filling out the settings, you’ll notice the Email Template is now in the title of the task.

send email step updated

Wait Task

Next, we’ll add a Wait task. This task will tell the nurture to wait a certain period of time before continuing. If you intend to add steps to check if an email was opened or clicked, a Wait step should be added between the Send Email step and the Open or Click check because otherwise the nurture will check for the open or click immediately after sending the email, which will almost always result in a negative check result.

wait step

Click on the gear in the added Wait task to open the Settings window. For this example, we have entered 2 days.

wait settings

Has Prospect Clicked Link? Task

This task will check to see if the prospect has clicked on a link in any email since the start of the nurture. This task will branch into two conditions – Yes and No.

Here we can see we now have a new option “End Branch”. “End Branch” indicates the end of that series of instructions; anyone reaching that stage will return to the encompassing branch of the Nurture Program and proceed normally. (Here it will return to the main branch, but since it’s possible to nest multiple branches this is not always the case.)

has prospect clicked link step

If you want the Nurture process to continue, you will need to add steps under the Yes and/or No branch. We’ll continue by adding some steps under the Yes branch first.

When you add a step under a Yes or No branch, you’ll want to make sure that the end of the dotted line is pointed down (not up), as shown in the image below.

drag assign step

If placed improperly, you will receive this error at the top of the window:

Assign Task

The Assign task will assign the prospect to a User in CRM

In this example, if the prospect clicks on a link in the email, we will assign the prospect to a User in CRM.

Click on the gear to open the settings window to select the CRM User. Select the User and click Ok.

assign settings

Notify User Task

Next, we’ll add a Notify User task under the Yes branch for the Click task. The Notify User Task will send an email to a User(s) in CRM.

notify user task

To select the Users you want to send the email to, click on the gear to open the Notify User Settings window. You can choose to notify the Owner and/or to select the other Users who will receive the email, enter the Subject and Message, and click Ok. The email that the Users will get will include the message and a link to the prospect’s CRM record.

notify user settings

Based on what we have created so far, if the prospect did click on a link in the email, ClickDimensions will Assign the prospect to a User and send an email notification.

Now, we’ll add steps under the No branch.

Has Prospect Opened Email? Task

We have added the “Has Prospect Opened Email” task under the “Click on Link” step’s No branch. So, if the prospect does not click on a link in the email, the nurture will check to see if the prospect opened the email since the start of the nurture. You will see that the “Has Prospect Opened Email” task is another branching step with Yes and No branches.

has prospect opened email step

Add to List Task

The “Add to List” task will add the prospect to a specified Marketing List. To choose the Marketing List, add the step to the Nurture Program and click the gear to open the settings window. Please make sure that the member type of the list matches the type of prospect that you will be using in this Nurture Program. For example, if you are going to use this Nurture Program with Leads, make sure that the marketing list you select is made for Leads. Only add to static lists.

add to list settings

Once you have selected the Marketing List, you will see the name of the Marketing List in the step.

add to list step

Run CRM Workflows Task

This step will allow you to start a CRM Workflow. The workflow must be Active, set to Run on Demand, and be based on the Lead or Contact entities in order to be added to the Nurture Program.

on-demand-workflow

When you add the task, you will see this window:

Run workflow settings

And now the Nurture is as follows:

added run workflow step

Remove From List Task

This step will remove the prospect from a specified marketing list. This works the same way as the “Add to List”, except this step will remove the prospect from the list.

remove from list step

To specify the list, click on the gear to open the Settings window and select the list you want to use.

Notify Team Task

This step will notify a team you’ve created in CRM. This works the same as the “Notify User” step.

Notify team settings

added notify team step

All Together

So, now that we had added all of the tasks, let’s see what we have. Here is the flow of the Nurture Program:

full nurture

When the Nurture Program is started (whether the prospect is added to the associated Marketing List (step 2) or the Run Nurture button in the ribbon of the Lead/Contact is clicked)

  • A ClickDimensions email will be sent with the “Nurture Template” Email Template
  • The Nurture Program will wait for 2 days
  • Then check to see if the prospect clicked on a link
    • Yes: Assign the prospect to the User Rhys in CRM and Notify the Owner Rhys via email
    • No: If the prospect didn’t click on a link > Did the Prospect open the email? :
      • Yes: Add the Prospect to the Training Newsletter Marketing List and Run the “Test Workflow” CRM Workflow
      • No: Remove the Prospect from the Guide List and Notify the “Test Team” team with an email.

As you create your Nurture Program, always be sure to click the Save button in the builder. Click Save now to make sure that all of your changes have been Saved.

save button

(Do not click the Save button in the ribbon of the Nurture Program record – it will not save any changes made in the Builder)

Step 4: Publish your Nurture Program

Once everything has been saved and you are ready to take the Nurture Program live, click the Run button in the toolbar.

run button

When you click the ‘Run’ button the nurture program will be applied to all the members of marketing lists that you have associated with the nurture program.  Below you can see an example of a marketing list that has been associated with a nurture program.

ml-on-nurture

After clicking the ‘Run’ button, you will see the following message:

“Upon clicking OK, the nurture program will begin for all members of the marketing list which are associated with the nurture program.”

nurture run confirm

What this means is that if you have marketing list(s) associated with the nurture program record, then by clicking the publish button, the nurture program will be applied to all the members of your associated marketing lists.  This means that whatever steps you have in the nurture program (i.e. send email, wait, etc.) will begin to occur for those list members immediately once you select to run the nurture program.

Now, your Nurture Program is ready to use!

Step 5: Editing Your Nurture Program

If you want to edit your nurture program after it has been set to ‘Run’, you can do the following (without having to click Pause or Cancel):

  • Add an additional Step to the program
  • Change the settings for newly added and existing steps in the program.

Make sure to save your changes in order for them to be applied. Also, any changes that are made will only be applied to those recipients who have not yet reached that point in the nurture program.

Step 5: Pause or Cancel Your Nurture Program

Pause your Nurture Program

Click Pause to temporarily stop the nurture program. When you do pause the nurture, it will stop at the current step for each individual (instead of stopping the nurture entirely).

To resume the program, just click Resume, and the nurture will pick up where it left off for each recipient.

Note: If the nurture is Paused during a wait step and the total number of days specified in the Wait settings pass while the nurture program is paused, the nurture program will start on the next step after the wait.

Cancel your Nurture Program

When you Cancel a nurture program (by clicking Cancel) it will stop the nurture program completely for all leads and contacts which currently have the nurture running.

cancel button

Important: If you click Run after Canceling a Nurture Program. It will run the program again, starting at the beginning, for everyone on the associated marketing lists.

NOTE: Once you create a nurture you cannot delete the CRM record. You may deactivate it or reuse it. If you want to deactivate a nurture, make sure to actually cancel the Nurture first (explained below).


Nurture Builder Overview

The ClickDimensions nurture program builder allows marketers to create sequences of emails and events designed to automate the process of maintaining appropriate contact with prospects.  Currently, the nurture program builder contains the following actions listed below and depicted in the following screen shot:

  • Send Email
  • Wait (days, weeks or months)
  • Has prospect clicked link?
  • Has prospect opened email?
  • Assign (to a CRM user)
  • Notify user
  • Notify team
  • Add to (marketing) list
  • Remove from (marketing) list
  • Run CRM workflows

Example Nurture Programs

Nurture programs can be used in many ways.  Two of the most common are for automating contact with prospects that aren’t ‘sales ready’ and automating contact with new customers.

An example of a nurture program for automating contact with prospects that aren’t ‘sales ready’ can be seen in this blog post titled Web Lead Nurture program example. An example of a nurture program for automating contact with new customers can be seen in this blog post titled The ClickDimensions Customer Onboarding Process, powered by…ClickDimensions and Dynamics CRM.

Step 1: Create a New Nurture Program Record

Navigate to Settings > ClickDimensions > Nurture Programs.

Click New to create a new Nurture Program record.

In the new record enter the Name for the Nurture Program.

After entering the Name, click Save.

Step 2: Associate a Marketing List

This is an optional step. If you want your Nurture Program to trigger based on if the Lead/Contact is added to a Marketing List, you will need to specify which static Marketing List you want to use.

IMPORTANT: The Nurtures will only run on Static Marketing Lists, they will not work on Dynamic Marketing Lists.

In the General section, click on the grid under the Name field. Once the grid is selected a button will appear in the left corner of the ribbon called Add Existing Marketing List.

In the Marketing List window, select the Marketing List(s) you want to associate with this Nurture Program. The Nurture Program will run on any Leads/Contacts you add to the Marketing Lists associated with this Nurture Program.

IMPORTANT: When you associate a marketing list(s) to a nurture program and publish it the nurture steps begin to be applied to all members of the associated lists. In addition, the nurture program will be applied to any new members that are later added to the list. You can also use a Workflow to add someone to a static marketing list automatically, see how here.

However, if a nurture program is published and you then associate a marketing list to it the nurture will not be applied to the existing members of the marketing list. The nurture program will be applied, however, to any new members that are later added to the associated marketing list(s).

NOTE: ClickDimensions has become aware of a bug in Microsoft CRM that can prevent Nurture programs from being executed against a record that is added to a marketing list using CRM’s “Add Members Using Advanced Find” method. Microsoft is aware of this issue but has not provided an ETA on a fix. Meanwhile, all other methods of adding contacts or leads to marketing lists work fine to trigger the Nurture programs associated with the marketing list.

NOTE: If someone who has already completed this Nurture is added to a Marketing List on the Nurture, that person will start on the program again from the beginning. However, if they’re still going through the Nurture and they’re added to a Marketing List on this Nurture, their progress won’t be interrupted and they won’t repeat the Nurture.

After you’ve published your Nurture Program, you may also run it on an individual Lead or Contact and this article will show you how.

Step 3: Build the Nurture Program

You will create the Nurture process in the Builder section. We recommend that you open the builder in Full Screen mode by clicking on the Full Screen button in the ribbon.

This will open the builder in a new window, and it allows you have more space to work with. It will also help to make sure that you click the correct Save button in the builder (Do not click the Save button in the Nurture Program record ribbon to save any changes made in the Builder section – your changes will not be saved).

Now we can start adding tasks. On the left hand side you’ll see a column titled Nurture Tasks. To add a task, select the task you want to add and drag it to the right. You’ll see that a dotted line will appear where the task will be added. In this example, we will start by adding a Send Email task.

“Send Email” Task

Once the task has been added, click on the gear to open the settings window.

You’ll see that it resembles an Email Send record. You can specify who the email is coming from – the Lead/Contact Record Owner, a User in CRM, or any name and email address that you enter in the From Name and From Email fields. You will also need to specify the Email Template you want to send (these are ClickDimensions Email Templates). Once you have selected your Email Template and entered the necessary fields, click Ok. Note that you may use Freemarker in the From Name and From Email fields to pull in that information from fields on their Contact/Lead record. For example if you have another User lookup field for their Trainer (who is not their owner), you get pull in their trainer’s name and email.

After filling out the settings, you’ll notice the Email Template is now in the title of the task.

“Wait” Task

Next, we’ll add a Wait task. This task will tell the nurture to wait a certain period of time before continuing. This is a great step to add after sending an email, because it makes sure that the program will give your recipients a chance to click or open the email.

Click on the gear in the added Wait task to open the Settings window. For this example, we have entered 2 days.

“Has Prospect Clicked Link?” Task

This task will check to see if the prospect has clicked on a link in any email since the start of the nurture. This task will branch into two conditions – Yes and No.

Here we can see we now have a new option “End Branch”. “End Branch” indicates the end of that series of instructions; anyone reaching that stage will return to the encompassing branch of the Nurture Program and proceed normally. (Here it will return to the main branch, but since it’s possible to nest multiple branches this is not always the case.)

NurtureSample1

If you want the Nurture process to continue, you will need to add steps under the Yes and/or No branch. We’ll continue by adding some steps under the Yes branch first.

When you add a step under a Yes or No branch, you’ll want to make sure that the end of the dotted line is pointed down (not up), as shown in the image below.

NurtureSample10

If placed improperly, you will receive this error at the top of the window:

“Assign” Task

The Assign task will assign the prospect to a User in CRM

In this example, if the prospect clicks on a link in the email, we will assign the prospect to a User in CRM.

Click on the gear to open the settings window to select the CRM User. Select the User and click Ok.

“Notify User” Task

Next, we’ll add a Notify User task under the Yes branch for the Click task. The Notify User Task will send an email to a User(s) in CRM.

NurtureSample3

To select the Users you want to send the email to, click on the gear to open the Notify User Settings window. You can choose to notify the Owner and/or to select the other Users who will receive the email, enter the Subject and Message, and click Ok. The email that the Users will get will include the message and a link to the prospect’s CRM record.

Based on what we have created so far, if the prospect did click on a link in the email, ClickDimensions will Assign the prospect to a User and send an email notification.

Now, we’ll add steps under the No branch.

“Has Prospect Opened Email?” Task

We have added the “Has Prospect Opened Email” task under the “Click on Link” step’s No branch. So, if the prospect does not click on a link in the email, the nurture will check to see if the prospect opened the email since the start of the nurture. You will see that the “Has Prospect Opened Email” task is another branching step with Yes and No branches.

NurtureSample4

“Add to List” Task

The “Add to List” task will add the prospect to a specified Marketing List. To choose the Marketing List, add the step to the Nurture Program and click the gear to open the settings window. Please make sure that the member type of the list matches the type of prospect that you will be using in this Nurture Program. For example, if you are going to use this Nurture Program with Leads, make sure that the marketing list you select is made for Leads. Only add to static lists.

Once you have selected the Marketing List, you will see the name of the Marketing List in the step.

“Run CRM Workflows” Task

This step will allow you to start a CRM Workflow. The workflow must already be created and must have been set to Run on Demand.

When you add the task, you will see this window:

And now the Nurture is as follows:

NurtureSample5

“Remove From List” Task

This step will remove the prospect from a specified marketing list. This works the same way as the “Add to List”, except this step will remove the prospect from the list.

NurtureSample6

To specify the list, click on the gear to open the Settings window and select the list you want to use.

“Notify Team” Task

This step will notify a team you’ve created in CRM. This works the same as the “Notify User” step.

NurtureSample8

All Together

So, now that we had added all of the tasks, let’s see what we have. Here is the flow of the Nurture Program:

NurtureSample9

When the Nurture Program is started (whether the prospect is added to the associated Marketing List (step 2) or the Run Nurture button in the ribbon of the Lead/Contact is clicked)

  • A ClickDimensions email will be sent with the “Nurture Template” Email Template
  • The Nurture Program will wait for 2 days
  • Then check to see if the prospect clicked on a link
    • Yes: Assign the prospect to the User Lauren Walker in CRM and Notify the Owner Lauren Walker via email
    • No: If the prospect didn’t click on a link > Did the Prospect open the email? :
      • Yes: Add the Prospect to the Training Newsletter Marketing List and Run the “Test Workflow” CRM Workflow
      • No: Remove the Prospect from the Guide List and Notify the “Test Team” team with an email.

As you create your Nurture Program, always be sure to click the Save button in the builder. Click Save now to make sure that all of your changes have been Saved.

(Do not click the Save button in the ribbon of the Nurture Program record – it will not save any changes made in the Builder)

Step 4: Publish your Nurture Program

Once everything has been saved and you are ready to take the Nurture Program live, click the Run button in the toolbar.

When you click the ‘Run’ button the nurture program will be applied to all the members of marketing lists that you have associated with the nurture program.  Below you can see an example of a marketing list that has been associated with a nurture program.

After clicking the ‘Run’ button, you will see the following message:

“Upon clicking OK, the nurture program will begin for all members of the marketing list which are associated with the nurture program.”

What this means is that if you have marketing list(s) associated with the nurture program record, then by clicking the publish button, the nurture program will be applied to all the members of your associated marketing lists.  This means that whatever steps you have in the nurture program (i.e. send email, wait, etc.) will begin to occur for those list members immediately once you select to run the nurture program.

Now, your Nurture Program is ready to use!

The license level you have of ClickDimensions determines the number of Nurtures you can have running simultaneously. [Standard: 5 Professional: 10 Enterprise: 25]

Step 5: Editing Your Nurture Program

If you want to edit your nurture program after it has been set to ‘Run’, you can do the following (without having to click Pause or Cancel):

  • Add an additional Step to the program
  • Change the settings for newly added and existing steps in the program.

Make sure to save your changes in order for them to be applied. Also, any changes that are made will only be applied to those recipients who have not yet reached that point in the nurture program.

Step 5: Pause or Cancel Your Nurture Program

Pause your Nurture Program

Click Pause to temporarily stop the nurture program. When you do pause the nurture, it will stop at the current step for each individual (instead of stopping the nurture entirely).

To resume the program, just click Resume, and the nurture will pick up where it left off for each recipient.

Note: If the nurture is Paused during a wait step and the total number of days specified in the Wait settings pass while the nurture program is paused, the nurture program will start on the next step after the wait.

Cancel your Nurture Program

When you Cancel a nurture program (by clicking Cancel) it will stop the nurture program completely for all leads and contacts which currently have the nurture running.

Important: If you click Run after Canceling a Nurture Program. It will run the program again, starting at the beginning, for everyone on the associated marketing lists.

NOTE: Once you create a nurture you cannot delete the CRM record. You may deactivate it or reuse it. If you want to deactivate a nurture, make sure to actually cancel the Nurture first (explained below).


Feature Added: Original
Feature Updated: 8.2.0
ClickDimensions Version Need: 8.2.0