The How's and When's of Using Action Based Messaging

Understanding how and when to use Action Based Messaging, or ABM, starts with knowing what ABM is. ABM is a process that allows you to send follow-up messages to an initial campaign based on the action that they take. An action-based message is automatically sent to the recipient in response to their action. For example, if the reader clicks on a link for more information, they might receive a follow-up message that asks if the link they were taken to provided the information they needed or if they have additional questions.

 ABM is an effective tool to follow-up with readers, automatically customize messages based on their response, and increase the success of a campaign. So, why isn’t ABM used in every campaign? The simple answer is that it doesn’t fit every campaign. ABM works best when there is a strong call to action and the opportunity to customize the follow-up messages.

The benefit of ABM is that it works automatically. Despite our best intentions, marketers often forget or ignore the importance of consistent follow up to encourage readers to take the next step. ABM solves this problem because, once set up, it does the work for you.

Follow these instructions to add ABM to your next campaign.

1. Move the cursor over the Outbound Messaging item in the Main Menu Bar, then select the Scheduling menu item.

2. Select the Campaign that you want to send (schedule).

3. Click the appropriate radio button to determine whether you want to schedule the date and time to send the Campaign, or if your want to Send Campaign Now. If you choose to schedule the date and time, use the calendar component to select the date. You can also set the time zone using the drop-down menu.

4. Check the box if you want to add Action Based Messaging to the campaign.

5. Click the Continue button.

6. Review the Campaign's Message before you execute the Campaign. Inspect both the HTML and Text messages to ensure that they contain the information you want to send.

If the HTML and Text messages are correct, click the Execute Campaign button.

If the HTML message and/or the Text message need to be modified, click the Do Not Execute Campaign button. Use the Message editor to complete your changes, then re-start this process to schedule your Campaign.

1. If you checked the box labeled I would like to add Action Based Messaging to this campaign, another window opens. Select the campaign that you want to use ABM from the ABM List.

2. Click on the New icon.

3. The Add ABM section appears. In this section, you specify the parameters for the Action Based Message.

Select the message to send -- this drop-down menu lists the available Messages.

NOTE: The Message you want to attach to the action must already exist.

Select Action Type -- click on the radio button that best describes the action taken by the recipient on which the Message will be based. Depending on the action selected, another set of fields and/or menus appear to further define the action.

1. When you have completed describing the action, click on the Add ABM button.

2. You will return to the ABM List window. Click on the Complete button.

3. You will return to the Schedule Campaign window. At the bottom of the window, you should see your campaign added to the Campaign Queue. From here, you can cancel the scheduled campaign, or you can edit the execution time for the ABM (if used).