Release 7 – October 2022

Nurture and blast campaigns​

Below is the view of how you can view the open rate, click-thru rate, and conversions at the campaign level:
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To the right of the campaign name "Search Campaign 2023" and entry year of 2023, you will see three icons for all campaigns. These icons will always appear in this order:

• Open rate (Eye icon)

• Click-thru rate (Hand icon)

• Conversions (Check icon)

You can also view the open rate, click-thru rate, and conversions for individual tracks as well. Under the "Stats" column in the "Search Emails" track, you can see the open rate, click-thru rate, and conversions appear:
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If your campaign has more than one track, the campaign-level stats will sum together all of the total emails sent, total emails opened, total emails opened with at least one link click, and the total conversions for all tracks.

Below, you can see how the "Drive to Apply 23" campaign takes the total, not the average, of the open rate, click-thru rate, and conversions from the "Drive to Apply - In-State" and the "Drive to Apply - Out of State" tracks:
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What do conversions mean?

It is impossible to know what qualifies as conversions for your campaign without knowing what type of campaign you are running. We have solved this problem while creating a level of organization into our campaigns. You can assign what we have created, Campaign Objectives, to nurture and blast campaigns so you can choose what type of conversion will be the primary conversion of that campaign.

To qualify as a conversion in a blast or nurture, the student must receive a communication item in the campaign and perform the track's Objective conversion action.

The Objectives that we have added and their respective conversion actions are below:

Campaign Objective	Campaign/Track to add Objective to	Conversion Action
Inquiry Drive	Search	Changes to the stage of inquiry (or higher)
Applicant Drive	Drive to Apply Application Deadline	Changes to the stage of applicant (or higher)
Enrollment Drive	Yield, Drive to deposit	Changes to the stage of enrolled
Transfer Drive	Transfer campaign	Entry year change
Engage Inquiries	Inquiry engagement campaign/track	An email link click or a QR code scan
Engage Applicants	Applicant engagement campaign/track	An email link click or a QR code scan
Engage Accepts	Accepted engagement campaign/track	An email link click or a QR code scan
Engage Enrollments	Enrolled engagement campaign/track	An email link click or a QR code scan
Engage Transfer	Transfer engagement campaign/track	An email link click or a QR code scan
Engage Parents	Parent engagement campaign/track	An email link click or a QR code scan
Financial Aid	Financial aid campaigns	Changes to the stage of enrolled
Other	Miscellaneous campaigns or tracks	An email link click or a QR code scan

Users can now assign a Campaign Objective to a blast or nurture campaign and/or track.

When creating a new campaign, you will see the field "Campaign Objective" appear. The example below is creating a Search campaign, so the Campaign Objective to choose is Inquiry Drive.
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All tracks for blast and nurture campaigns will by default inherit the tag that the campaign is using. However, the capability to switch the track setting to a different tag is available.

After saving the Search campaign in the example above, by default, the Campaign Objective has "Inherit Objective from Campaign" checked off. The user can, uncheck "Inherit Objective from Campaign" and choose a different tag if needed.

Thus, a conversion for this track is an inquiry stage conversion.

 

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Event campaigns

We have added in a data layer to our event campaigns as well. It is now possible to assign event campaigns with the type of event that you are running the campaign for. This level of organization has never been possible! This is helpful in analyzing different metrics of the same (or different!) event types. You can also get an idea of how your campaigns performed year over year, and use lessons learned from last year's campaign to make next year's campaign stronger.

This feature affects event campaigns slightly differently in comparison to blast or nurture campaigns.

The event campaign conversion icon is a ticket, and the only type of conversion for all event campaigns are registrations for the event:

The Campaign Objective is renamed to Event Type:

 

The four tracks of the event campaign will automatically pull in the event type from the campaign. No conversion icons will populate for event tracks - event tracks will only have the icons for open rate and click thru rate.

 

The list of the event types are below:

Event Type	Conversion Action
Campus Visit	Registration to the event
Open House	Registration to the event
Virtual Information Session	Registration to the event
Accepted Students	Registration to the event
Interview	Registration to the event
Sports Visit	Registration to the event
Financial Aid	Registration to the event
Other	Registration to the event

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Export your Campaign Objective or Event Type

We understand the need to have Campaign Objectives and Event Types as an exportable option to properly analyze your campaigns engagement rates and conversions.

We have added an option in the exporter to include Campaign Objective and/or Event Type as a column if your interactions csv file:

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FAQ:

Other changes the EMP team has made

• We have changed the field type and field name from Gender to Sex.

• We have fixed a bug with event banners not scrolling to view upcoming events.