About Programs

A program is a component of a campaign that typically defines a single marketing initiative or type of marketing activity, such as direct mail, banner advertisement, seminar, and so on, for a specific target audience type within a larger marketing campaign. A program is always created as part of a campaign. There can be multiple programs of different types (direct mail, email, seminar, and so on) within a single campaign.

Guidelines for Programs

This topic provides guidelines for configuring programs. Consider the following:

• Always test every program with the test list before launching one.

• Add a personal email to the test list to check the external delivery.

• Test the program well before the target launch date to allow time for edits and corrections.

Scenario for Launching a New Product

This topic gives one example of how programs might be used. You might use programs differently, depending on your business model.

The company is launching a new product. A comprehensive strategic initiative (a new product campaign) is defined using multiple programs within the campaign to create awareness among customers and prospects, generate demand, demonstrate the new product, and offer a free product trial of the new product. To achieve this you create the following programs:

• An initial, new product email announcement to existing customers and target acquisition audience (It contains a news release with links to the company Web site.)

• An email invitation to download a white paper or technical brief

• An invitation to Webinars or live seminars for those who downloaded the white paper

• Recorded or custom-demonstration offering more detail on new product functionality offered to those who attended an event

• A free product trial for those who attended a demonstration

• Prospects who request a free product trial are nurtured and converted by Sales