Send Different Emails in a Nurture Program Depending Upon Which Link was Clicked in a Previous Email

NOTE: As part of our efforts to consolidate all marketing automation functionality in the product to our campaign automation feature, ClickDimensions is continuing the process of sunsetting our legacy nurture functionality. As of the version 8.13.0 release, you will no longer be able to create new email programs via the nurture functionality. Your existing nurtures will still run and be supported; however, to create new automated email programs, you will now need to utilize our more robust campaign automation builder.

In a future 2018 release, we will be completely sunsetting the nurture feature and you will be required to migrate any existing nurture programs over to the campaign automation feature.

The ClickDimensions Nurture builder provides users two different conditional branches: has prospect clicked link? and has prospect opened email? These get the job done in most situations, but sometimes you want to check to see if the nurture member clicked a specific link in your email instead of checking to see if they have clicked any link in your email. Below, I’ll describe two methods for sending out different response emails in a nurture depending upon which link was clicked in your nurture email.

Option 1: All Workflow, All the Time

Option 1 more or less takes the nurture program out of the picture. In this scenario create a workflow based upon the Email Event entity.

The workflow will trigger when an email event record is created, check to see if the email event is associated with the correct Email Send, check to see if it is a click-type email event, check to see which link was clicked, check to see if the link was clicked by a lead or contact, then send a different email depending upon which link was clicked. Here, a different email template is being used depending upon which link was clicked. Option 1 is a bit easier to set up than Option 2, but its results cannot be factored into the behavior of the nurture program.

Also, keep in mind that this will run for every email event that is created, so if you are running the nurture on a large number of people at once and/or also sending out Email Sends while the nurture is running, it is possible that you could experience some slowdown in your CRM.

Option 2: Dynamic Email Template

Option 2 integrates smoothly into the nurture, but requires creating a workflow, adding a custom field to your contact or lead records, and setting up a dynamic email template.

First, create a custom field on your lead and contact records that will store a different value depending upon which link on the email was clicked.

Next, create a workflow like the workflow for Option 1, except here we are updating the record of the lead or contact that clicked the link instead of sending an email.

In the Update Record steps, update the custom field on your lead or contact record with the value corresponding to which link was clicked. Note that we once again check to see which Email Send the email event is associated with in order to ensure that the field on the lead or contact record is not updated by a click in an unrelated email.

Now that the lead or contact is updated, we can set up a dynamic email template that will show different content based upon the value in the custom field.

And send it in the nurture program like any other email template. Note that the values we used in our conditional statements are 1 and 2 rather than Link A and Link B. This is because we need to check against the value of the field response, not the label. More information on this point and setting up conditional statements in templates can be found in this post.

The email will send to every nurture member who clicks any link in the template, but it will show different content depending upon which link was clicked.