Maximizing Booking rates in Salesforce Campaigns

When booking appointments is part of your email marketing campaigns, optimizing your booking rates becomes critical. In this article, you will learn how to configure Salesforce Campaigns, so that you track both bookings made, and more importantly, booking invitations that were missed or ignored. We call these, missed bookings. By tracking missed bookings, you are able to retarget them, and increase the overall booking rates for your campaign. 
 

Requirements

To update Salesforce fields when the Customer schedules or reschedules an event, you will need: Let’s assume that you have already added the Event Status field to the Lead page layout and you have also mapped the ScheduleOnce Booking status field to the Lead - Event status field in the Field mapping step.

The Event Status custom field is used as a criteria to manage your campaign’s Lead members. Note that when multiple events are booked for the same Lead, the Event Status custom field represents the last event status update.
 

Setting up Salesforce Campaigns to retarget missed bookings

Salesforce Campaigns enables you to automatically trigger the missed bookings campaign. For this example, let's look at a lead qualification use case, whereby you want to send an email broadcast to a List of unqualified leads, inviting them to book a discovery call.

  1. Tag leads that DID make a Booking.

    1. Log in to Salesforce.
    2. Click the Campaign tab and click New. Create a Campaign named "Bookedand click Save.
    3. Click Manage Members > Add Members – Search.
    4. In Step 1: Choose Member Type to Search, select Leads.
    5. In Step 2: Specify Filter Criteria, add the following rule: Lead: Event status Does contain "scheduled" or "rescheduled".

      We will select the members that contain all those who have received the initial email and made a booking.
       
    6. Now simply click to Add with status to add these Leads to your campaign.
       
  2. Retarget leads that DID NOT make a Booking.

    1. Click the Campaign tab and click New. Create a Campaign named "Retargeting missed bookingsand click SaveThis campaign will target those who did not make a booking from the first campaign.
    2. Set up this campaign to start automatically several days after the initial marketing campaign was run.
       
    3. Click Manage Members > Add Members – Search.
    4. In Step 1: Choose Member Type to Search, select Leads.

      We will select the members that do NOT belong to the “Booked” group. This group will contain all those who have received the initial email and didn’t open, click or made a booking.
       
    5. In Step 2: Specify Filter Criteria, add the following rule: Lead: Event status Does not contain "scheduled" or "rescheduled".
    6. Now simply click to Add with status to add these Leads to your campaign.
    7. Run your initial marketing campaign. Run your initial marketing campaign and make sure to monitor your re-targeting missed bookings campaign.

 

Note: you should retarget leads that didn't make a booking multiple times to continuously maximize your booking rates.

 

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