Every Infusionsoft account eventually needs to perform some basic hygiene on their list. These are the scenarios that need to be systematically addressed:
- Unengaged Marketable – Contacts that are not opening email, nor clicking links for (4) months.
- Unengaged NON-Marketable – Same as above, but for (12) months.
- Opting out or unsubscribing. How to recognize and respond in any and all active campaigns.
- Hard Bounces – Stop trying to send emails to dead or missing emails.
In the August 2017 update from Infusionsoft, they outlined HOW to automate this cleanup, but did not provide a campaign to do it. So using that as my starting point, I created a downloadable campaign in the Infusionsoft Marketplace that used the new features and added more functionality that can be applied to other Infusionsoft applications.
- Saves you a couple hours of implementation to do something you know you should be doing anyway.
- Provides an easy way to respond to five scenarios that should have you pull a contact out of a campaign
- For the end user, this greatly simplifies the process of keeping your list clean
- For the Infusionsoft professional, the campaign is documented enough that your users can understand it.
When you install the campaign, it should automatically create the required contact category (List Hygiene) and the following tags:
- Hard Bounce
- No Email Address
- Opted Out
- Unsubscribe request (Infusionsoft states this is an advanced form of Opted Out)
- Unengaged Non-Marketable
- Unengaged Marketable
- Exit Active Campaign
Configure Email Status Automation
To make this campaign work, you will also need to add Email Status Automation (Marketing -> Settings -> Email Status Automation), as documented by Infusionsoft, with the following triggers:
When a contact’s status changes
- When a contact’s status changes to ‘Opt-out‘ then add tag ‘Opted out‘
- When a contact’s status changes to ‘Unengaged Marketable‘ then add tag ‘Unengaged Marketable‘
- When a contact’s status changes to ‘Unengaged NON-Marketable‘ then add tag ‘Unengaged NON Marketable’
When an email bounces
- When an email bounces with status ‘bounce – no email address‘ then add tag ‘No Email Address‘
- When an email bounces with status ‘unsubscribe request‘ then add tag ‘Unsubscribe request‘
- When an email bounces with status ‘hard bounce‘ more than 2 times then add tag ‘Hard Bounce’
Populate the Campaign with Existing Contacts
Going forward, new contacts that become unengaged or bounce will automatically enter the campaign. However, for existing contacts, we’ll need to do some manual reporting and tagging to put people in the campaign where they belong based on their existing status.
- Marketing -> Reports -> Email Status Search.
- Filter for Email Status, selecting ONE of the following for each pass through seven steps
- Unengaged Marketable
- Hard Bounce
- Invalid Email (this one gets tagged ‘no email address’)
- When the applicable contacts are shown, select all contacts,
- Press the Actions button
- Select “Apply/Remove Tag”
- Select the corresponding tag with the radio set to APPLY the tag
- Press the Save button.
Use of Tags and Notes
When any of the tags are applied via Email Status Automation, the relevant part of the campaign will fire. However, we don’t want those tags sticking around because there’s otherwise nothing to remove them. Plus, an unengaged contact might re-engage, then disengage again, and we’d need the tag cleared for it to ever fire a second time in the future. Therefore, inside the sequences of the campaign following the goals, we remove the tag we just saw. This is a campaign about list hygiene, so it should at least be hygienic itself with tags!
The other thing we do inside of each sequence following a goal is to add a NOTE to the customer record saying what just happened. Tags come and go, and you can have so many tags on your contacts that looking for the presence of one, or looking through campaign history is not practical. The notes are a more logical place to document what’s been happening with a contact record.
Exiting Active Campaigns
All of the states that leave a contact non-marketable flow through a common sequence: Add/remove tag: Exit Active Campaigns.
This sequence does just what it says. The tag Exit Active Campaigns is applied, then a few minutes later it is removed for cleanliness.
The purpose is so that any of your existing campaigns can have a goal to watch for this single tag and then short-circuit the campaign. This is easier than monitoring for any of the 5 tags (triggered by states) that all mandate the same result – pulling a contact out of the campaign.
Contacts to Purge
After the sequence above, we have contacts that are functionally useless to us, and they can be purged from our list. The Contacts to Purge sequence uses the Fulfilment List to batch contacts into groups until you have (200) contacts, or after (180) days pass, whichever comes first. You can adjust either of those numbers. When the batch is ready to go, it sends you a list of the people who are ready to purge. More likely, however, you’ll go back into the campagin and report on everybody in that sequence so that you can purge them interactively.
One key exception to purging your contacts would be when they already purchased something from you. In that case, you may want to keep them anyway. Just connect the sequence Add/remove tag: Exit Active Campaigns to Customers who lost interest, and put the appropriate rule in place inside the decision diamond based on how you identify contacts who made a purchase.