Marketing automation is not “send emails automatically”. That is just scheduling.<\/p>\n
Automation means: when something happens, do the next thing \u2014 and choose what to do based on how the person responded.<\/strong><\/p>\n Somebody downloads your guide. Three days later they get a follow-up. If they opened it, they get a case study. If they did not, they get a different message with a different subject line. If they clicked twice, a salesperson is notified.<\/p>\n That branching is the difference. You are not sending a campaign. You are building a path with forks in it.<\/p>\n FIGURE 1: EVERY CAMPAIGN HAS THREE PARTS<\/p>\n Target<\/p>\n Trigger<\/p>\n Activities<\/p>\n Every campaign has three parts.<\/p>\n Which records the campaign applies to \u2014 contacts, leads, or another model \u2014 and a filter that narrows it.<\/p>\n For example: leads from the website, created in the last 90 days, not yet qualified.<\/p>\n Get the filter right first.<\/strong> A perfectly designed campaign sent to the wrong list is worse than no campaign, because it burns your reputation with people who never asked.<\/p>\n What starts a record on the journey. It can be the moment the record is created, the moment it matches your filter, or a manual start.<\/p>\n The steps themselves, each with a delay and a condition.<\/p>\n An activity might be: send an email, create a to-do for a salesperson, add a tag, update a field, or move the record to a different stage.<\/p>\n Each one waits for its delay, checks its condition, and acts.<\/p>\n Every activity can have child activities that fire based on what happened.<\/p>\n The available branches include: email opened, not opened, link clicked, not clicked, replied, or bounced.<\/p>\n A simple example:<\/p>\n That is a real campaign. Five steps, three branches, and it treats an engaged person differently from an unengaged one.<\/p>\n FIGURE 2: A SIMPLE BRANCHING CAMPAIGN<\/p>\n Day 0<\/p>\n Day 3 \u2014 if opened<\/p>\n Day 7 \u2014 if clicked<\/p>\n Day 14 \u2014 if nothing<\/p>\n This is the advantage of running automation inside Odoo rather than in a separate marketing tool.<\/p>\n Your campaign can filter on things a standalone email platform never sees:<\/p>\n No export, no list upload, no sync that drifts out of date. The campaign reads live business data.<\/p>\n Start with these four. They cover most of the value.<\/p>\n Welcome sequence.<\/strong> New lead arrives, gets a short series introducing what you do. Three emails over two weeks is plenty.<\/p>\n Lead nurture.<\/strong> Leads that are not ready yet get useful content periodically until they engage or go cold.<\/p>\n Re-engagement.<\/strong> Customers with no activity for six months get a check-in. Cheap to run, and it consistently surfaces business you thought was gone.<\/p>\n Post-purchase.<\/strong> After delivery, a message asking how it went. Catches problems before they become complaints and reviews.<\/p>\n Four rules worth writing down before you build anything.<\/p>\n Every email must be useful on its own.<\/strong> If somebody would not miss it, do not send it.<\/p>\n Set an exit.<\/strong> People who go cold should leave the campaign. Do not keep emailing somebody who has ignored six messages.<\/p>\n Do not run overlapping campaigns.<\/strong> Somebody in three campaigns gets three emails a week from you and unsubscribes from all of them.<\/p>\n Respect consent.<\/strong> Only email people who agreed to hear from you. Include an unsubscribe link and honour it immediately. This is a legal requirement in most countries and a reputation requirement everywhere.<\/p>\n FIGURE 3: AUTOMATION THAT WORKS AND AUTOMATION THAT BURNS YOUR LIST<\/p>\n Healthy campaigns<\/p>\n Campaigns that lose you people<\/p>\n Campaign flow.<\/strong> How many records are at each step, and where they drop out. The drop-out point tells you which email is failing.<\/p>\n Open and click rates per step.<\/strong> Which messages work. Compare like with like \u2014 a subject line test only means something across similar audiences.<\/p>\n Conversions.<\/strong> How many people who entered the campaign became opportunities or customers. The only number that ultimately matters.<\/p>\n Unsubscribes by campaign.<\/strong> A spike means you are sending too much or sending the wrong thing. Treat it as a warning, not a statistic.<\/p>\n Too many emails.<\/strong> The most common failure by a wide margin. Automation makes sending easy, and easy becomes excessive.<\/p>\n No exit condition.<\/strong> Records stuck in a campaign forever.<\/p>\n Filter too broad.<\/strong> Sending to everyone rather than to the people the message actually suits.<\/p>\n Built and forgotten.<\/strong> A campaign written eighteen months ago still running, referencing a product you discontinued.<\/p>\n Automating a bad message.<\/strong> If the email does not work when you send it by hand, automating it just sends a bad email more efficiently.<\/p>\n Resist the temptation to build five campaigns at once. One campaign you understand is worth more than five you cannot explain.<\/p>\n Want marketing that reads your real customer data?<\/p>\n Get in touch. We start with your list and your consent position, not with the campaign builder.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":" What automation actually means Marketing automation is not “send emails automatically”. That is just scheduling. Automation means: when something happens, do the next thing \u2014 and choose what to do based on how the person responded. Somebody downloads your guide. Three days later they get a follow-up. If they opened it, they get a case […]<\/p>\n","protected":false},"author":3,"featured_media":9059,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-9058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-odoo"],"yoast_head":"\n\n
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How Odoo builds a campaign<\/h2>\n
The target<\/h3>\n
The trigger<\/h3>\n
The activities<\/h3>\n
Conditions are the whole point<\/h2>\n
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Where the data comes from<\/h2>\n
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Campaigns worth building first<\/h2>\n
Rules that keep it honest<\/h2>\n
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Reports worth using<\/h2>\n
What usually goes wrong<\/h2>\n
Getting started<\/h2>\n
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