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April
12

This week, Harley goes over My Customer for Life in the DeltaNET.

 

Video Transcription

Harley:

Hello, and welcome to Tech Tuesday presented by Delta Media Group, where we just learned the scientific name for an alligator wearing a vest. It's an investigator. So to today, we are going to take a look at the MCFL system. We've done some videos in the past that cover MCFL, but we like to go over it again each time we make any kind of changes to the system, or there's any updates that we can report related to that system. So we'll go ahead and cover it again. Now what the MCFL system is, MCFL stands for My Customer for Life. It is basically a specialized email campaign or drip marketing campaign that you can add your customers to. When you add your customers to it, they'll receive an email based on whatever frequency you have selected in that system.

Harley:

And that email will contain links to some articles that we write in house. The articles we write are organized in three different categories. There is a buying articles, selling articles and articles related to home ownership or home improvement. So the idea is that these articles will have something in them that can pertain to just about any customer no matter what part of the buying phase they're in or selling phase, or what part of your sales pipeline they are in, or even if they're actively shopping. So the idea is that these really contain something that's relevant to everyone. Furthermore, what the system will do is if a customer receives one of these emails and they click on one of the articles there, the system will keep track of what article they clicked on so that it can send them more articles like that in the future.

Harley:

So the idea is that it is continually sending them relevant information, and that helps with really engagement with these emails. And we've seen the numbers to prove it. Customers really tend to engage really well with these emails. So to set this system up, what we'll do is go to the MCFL page. So we can go down here and click on marketing and MCFL. Now, because the navigation over here can be customized per company and even the titles, the tops of these pages can be customized. If you don't see that link here, you can generally also get to it by just typing MCFL up here in the quick actions bar. And you can see MCFL and printable articles is the first option that comes back. If I clicked on that, that would also take me straight to this page. Now, once you're here, the top section gives to a layout of all the emails that have gone out on your behalf from the MCFL system.

Harley:

Now this is a test account, so it hasn't actually sent any. But if it had, you would see the date that it sent, how many sent, how many were opened and how many were clicked through. And you would even be able to dive into the history of those as well. So after the system is running for you. Now, what we generally suggest when you come here the first time is mark this to enabled, if it is not already enabled, and then you just add customers to this group, and then the system will start running these emails for you. So if I click on customers and groups, we typically suggest you just select add all new and existing contacts to this campaign. Because as I said, these emails contain content that could be relevant or engaging to really just about anybody. So it's a good idea to send them out to your whole list, unless of course you have real estate agents you market to, anything like that. And then you might want to just go with this and select the specific groups or specific customers you wanted to go to.

Harley:

So either way you choose your recipients here, and then once you've chosen those, you just click save. And that sets those people up as recipients for the MCFL campaign emails. Now, the other thing to take note of in this top section here is we have a next run date for your campaign and it's actually saying the next day that this campaign will run or the next day it'll go out for me. Now this is different per company. So the idea is that these are spread out throughout the week on a company by company basis so that we don't send all of these emails all at once. So you can see specifically what day yours will go out by looking at this next run date here. So in my case, Tuesday, April 12th, it'll run on the same day of the week for you. So mine's Tuesday, yours may always run on Wednesday, or Thursday, or Friday, any day of the week. Maybe the day that yours run. So this is how you can see that.

Harley:

Now, as we scroll down here, we can get into the system setting specifically. So the MCFL email settings. Down here, we just have a quick code legend. This is all of the short codes or kind of customer variables that can be included in your email. So you can see down here. Now they also work in the subject line. So we're putting article subject here. So it's going to put one of the articles right here in the subject line of the email, plus, however many articles it included in this particular email to the customer. So the ideas that we use variables to fill those in so that it's not sending the same subject line each time. And then the same goes for the email content itself. Down here you can use these short codes to make these emails that much more personalized per customer. So I could even go as far as going up here, we've got customer name first.

Harley:

So the customer's first name, I can copy that and then just paste it down here. And now this email will start off with the customer's first name. Now it doesn't have to be bold like that. There we go. And you've got the full... There we go, missed a character. But you've got the full [inaudible 00:05:09] editor here. So you can kind of format this email however you'd like and use all of these short codes to customize it as you see fit. Now, the next thing we have is we can set the frequency here. So can see mine is set to weekly by default, but I could also choose biweekly, monthly or quarterly, depending on how often I'd like these to go out. Now we do add new articles to the system every week. So if you do set it on weekly, there is new content being added that frequently.

Harley:

So just know that they won't get the same thing over and over again, if you do set it to weekly. Now, the next thing you can choose here is your start date. Now, this is also looking at the day of the week that your articles will send. So if I click on this, you'll see that the only day on here are Tuesdays. I can't select any other day of the week. Because in my company, or this test company rather, these emails will always be sent out on a Tuesday. So I can only select a Tuesday to be the date that the first one goes out on my behalf. So I would just set that date and click out of that field. And then that's set. And that's the day they would start sending once I save this. So as we scroll down and we already looked at the subject in the content, there is also a separate signature section.

Harley:

So if I want to customize, basically what appears below the article content in the email. The way these emails are structured, it will have this introduction paragraph at the top. It will lay out a picture and a text preview of each of the articles that it's including in this particular email. And then it will include my signature below that. So this allows me to customize that signature section that appears below the articles. Now, as we continue on down, the next thing we have here is the ability to exclude specific articles if we want. So the idea is that you know what your send date is, so you can go through here and you can check the published date on these to see which articles are coming up so that you know and have the opportunity to not include these in the emails, or basically opt out of these particular articles before the email goes out on your behalf.

Harley:

So as we take a look here, you can see these are the articles that went out most recently, these are set to go out sometime in the future. So what I would do is, let's say I see an article I want more information about. Maybe this one I find questionable, so I can click on preview. And that will show me the article itself. So I can read through that. And then if I feel like that article's not relevant to my market or just not I want to send out, I can just click that little toggle. And now that article is turned off. Now this entire feature could be turned off at the company level. So if this isn't available to you, it just means that your company has chosen not to enable this. However, if it is enabled to you, this is how you can go in and you can disable individual articles.

Harley:

Now what's more, let's say that an article did go out in an email. These are included in the MCFL article page on your website. So if I'm a customer and I receive one of these emails and I click on one of the articles in the email, it will take me through to your web page where I can read the whole article and I can browse through the other articles. Removing them from here will also remove them from the page on your website. So even if they already went out, if it's not an article that you want to keep on your website, it could be worth going through here and disabling those. Now, when you have this set up the way, you'd like you click update MCFL message. And that basically saves all of the settings in this section. So that includes your frequency settings, your email content, and any articles you've chosen not to include.

Harley:

Now, the next thing you can do is we can send a preview email right from here. So if I just click that button, that will fire off a preview email to me. So I'll go ahead and click it here. And you can see, it picks my email address by default. So this is the email address on my account. But if I did want it to go to a different address, I could put a different address there. And then I just click send preview email. And there we go. It sends out that email preview. So that just gives me a good idea of what those emails look like so that I can kind of review that before I actually turn the system on and start sending those out. So just know that you could just go straight to this page, not configure the system to run, just go down here, send yourself a preview and make sure that it looks the way you'd like it to, you know that it's the kind of thing you'd like to send to your customers.

Harley:

So there you go. Now, the next thing you can do related to the MCFL system is you can interact with the articles themselves. So we'll go over here and I'm going to click on articles up here at the top. Again, these titles are customizable, but I could type MCFL articles up here to get a shortcut to the page also, if I don't see a link to it here. But I'll just click on articles. That'll take me through to my MCFL articles page. And this basically lays out all of those articles in the system. So from here, I can click my little default settings button here, and this allows me to change the default header that appears on these. Now this is actually meant for printing the articles so I can control what the heading is. I can control what the body content of that is.

Harley:

And I can control what the default logo is on these. Typically, we don't know the details of what your company logo looks like, kind of platform wide. So this allows you to choose one that looks the best on all of these. Because really, the print template looks about the same for each one. And I'll give you an idea of what I mean. So if I wanted to change any of these settings, obviously I would change them here, select my logo and click save, and that would save those settings. Now I'll close this out and we'll just go ahead and open up this article back from March 10th. So if I click on actions, I can view preview. So we'll go ahead and do that. There we go. So you can see, this is my heading, and I can change it here, but this is just changing it on this specific article.

Harley:

That settings page allows me to change what this default is on all articles. Now, as we go down, you can see we've got another editable section here that I can modify. Anything that highlights in red is something that I can modify. So just these template pieces here. And then as we scroll down, you can see the article content is laid out and then down here, we've got my contact information, and then I can also click on the logo and I can edit it right here. So if I click on that, let's say, I want to use the black logo instead. It doesn't show up very well, but if I did, I could go with that one. We'll go with the white one. There we go. So that allows me to select my logo here on an individual article basis right before I do whatever I'd like to do with it.

Harley:

So from here, I can then print that article, I can generate a PDF, or I can send this article specifically out to a specific address if I choose. Now, the other thing I can do is I can choose to save these fields as my current settings. So this is kind of a shortcut. Instead of going to that settings page and setting my defaults there, I could go into an article, make the modifications I'd like, and then go down here and check this box.

Harley:

And that allows me to save my current settings as my defaults, instead of going to that settings page separately. So from here, we'll click on print article. You can see it loads up my print prompt or my print dialogue. And then from here, I can verify that looks the way I'd like and print it. So cancel that. I can generate a PDF. Now that actually opens a new browser tab. And right now the system is trying to build a PDF for me. So we're looking at a nice blank page while it does that, but I promise the wheel is spinning. In fact, while we wait for that we'll go back to the other tab here. And then lastly, I can click on send.

Harley:

And what that does is it pipes the article, just the one article itself. So this isn't like a regular MCFL email where it has kind of a sample of each article. This is the whole article and it pipes it through to the e-blast system where I can then enter my recipients or customer groups however I'd like, and enter my subject line. And really I can modify this content at this point however I'd like as well, because it's just populating an email blast.

Harley:

So from here I have everything that I can do with an email blast, I can save it as a draft, I can preview it. And then most importantly, I can send it out to whoever I'd like. So there you have it. That is how you can set up the MCFL system to regularly send out these MCFL emails to your customers. Or you can get into individual articles and either print those out or send those out to individual customers as you see fit. So as always, if you have any questions, comments, concerns, feel free to send an email to support@deltagroup.com or give us a call and we can walk you through this functionality or whatever else you'd like. Thanks a lot and I'll see you again next week.

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