How to Create a GotoWebinar Campaign From Scratch

This document describes instructions and best practices for Mautic campaigns and emails in a GoToWebinar campaign.

Contacts

Create segments

A segment is a list of contacts that have need to be grouped together in order to receive the same marketing communication or to receive a similar update. A segment can be used to start a marketing campaign or can be used for an individual email send.

  1. Create two segments for this campaign. To create a new segment, click on the Segments tab in the left side menu, then select “New” button in the upper right-hand corner of the screen.
  2. Name the segment.  The segment name should include the word, “Invitees” and should include the Webinar name and date.
  3. Click save and close.
  4. Create a second segment that includes the word, “Registered” along with the Webinar name and date.
  5. Click save and close.

Skip this section if you’re NOT using Salesforce or another CRM integration

Import contact list from Salesforce/CRM

  1. Identify the contacts in your CRM that need to be uploaded into Mautic. These contacts should be pre-qualified and should not require additional filtering once they’re in Mautic.  Note – you only need to do this if the contacts are in a SF campaign and you’d like to market to them specifically
    1. The file needs to be in CSV UTF-8 format (for instructions on how to do create this file, see https://mautic.com/help/how-do-i-import-contacts/ )
  2. Go to Contacts then select the drop-down arrow in the upper right-hand corner of the screen.
  3. Select Import.
  4. Select the file you need to import by clicking on “choose file”.
  5. Choose the “invitee” segment that you created in the “create a segment” step (step 1).
  6. Map all fields from your file to corresponding fields within the Mautic system. Typical fields include Email address, first name, last name and company name.
  7. Click Upload.
    1. If the file is over 1,000 records then the system will automatically default to uploading it in the background. You will not see a screen that shows progress of the upload.
    2. If the file is under 1,000 records then you will see a progress screen.  Note – you can still click out of this window and the file upload will resume.
    3. You can see the import history by clicking into Contacts -> drop-down arrow in upper right-hand corner -> Import History.  Note – you cannot cancel an upload that is in progress from the import history screen. If you made a mistake, you can re-upload a list of contacts with overriding fields.

If you need to add contacts manually into the segment, you have options:

Search for the contact by email address in the contacts list then follow one of the two options below:

  1. Option 1: Select the checkbox next to the contact’s name. Select the green arrow at the top of the column and choose “change segments”. All segments, whether public or private will be available here (preferred/easiest method).
  2. Option 2: Click into the contact record, click on the drop-down arrow in the upper right-hand corner of the screen and select “preferences”. This is the individual contact’s preference center. Select the Segments tab in the pop-up window. Add or remove a contact from a segment. Note – if the segment is private, it will not show up in this list. You must use option 1 to move a contact into a private segment.

Forms

Create a Form

Click on Components -> Forms -> New and select Standalone Form.  (Read this article on choosing the right form – https://mautic.com/help/choosing-the-right-form-2/)

The best practice here is to use a standalone form for these campaigns and then set up actions on this form to push contacts into a segment.

  • If you choose to send an email from a form, please note that the email will be considered a transactional email.
  • Read this tutorial for help on understanding the difference between Marketing and Transactional – Emails. https://mautic.com/help/marketing-vs-transactional-emails/.  This cannot be overridden within Mautic.

Form Details:

  • Check to make sure the Redirect URL is set up correctly

Fields:

  1. Add the fields required for your form.
    Notes:

    1. The webinar you’d like contacts to register for should be created at GoToWebinar before adding it as a form field.
    2. First name, last name, email, and the GoToWebinar field must be set to Required in the Validation tab.

Actions:

  1. Set up actions for the form (Some of these are dependent on your goals and where you would like to see data pushed):
    1. Push contact to new segment (required). Select the segment you created that includes the word “Registered” for this webinar.
      1. By setting up this action, all contacts who fill out the form will be automatically added into the “Registered” segment. This segment will be used to start the second campaign within Mautic which focuses on reminder emails and triggered actions.
    2. If you’re using Salesforce or a CRM (not required):
      1. Select the CRM.
      2. Select Salesforce campaign name (Salesforce only).
      3. Select Salesforce campaign member status (Salesforce only).push contact to integration
    3. Record UTM tags (if desired).
      1. These tags will be recorded under the individual contact record within their timeline history. These tags are also available through the API.
    4. Select “Register to GoToWebinar” action (required).
      1. The webinar you’d like to push contacts into needs to be created first in order for it to show up in the dropdown list.
      2. Note:  First name, last name, email and GoToWebinar name are required fields to push into GoToWebinar. These need to be mapped on the “Register to GoToWebinar” action.Register gotowebinar
    5. Add any other actions you require.
    6. Save and Close.

Add the form to a landing page

  1. If you’re using a Mautic landing page, insert the form using the token icon in the editor within a landing page builder.form on landing page
  2. If you’re using one of the CMS’s supported by Mautic, you can embed a form using shortcodes.  See this documentation: https://mautic.com/help/inserting-form-landing-page/.
  3. Otherwise, use the Form HTML embeds. On the right hand side of the Form page, you’ll see a green box.
  4. Click on “Automatic” and select one of the embed methods listed.  Paste the code into the page where you want the form to appear.  For this approach, the Mautic Javascript must already be on this page. This should be tested on your given platform.

Emails

  1. In Mautic, go to Channels -> Emails.
  2. Click “New” and select a template email.  For an explanation of the two types of emails in Mautic, please see this article. https://mautic.com/help/template-vs-segment-emails/
  3. Name the email. You should include the word, “Invitees” as well as the webinar name and date.
  4. Make edits to email.
  5. Schedule the unpublish date (this unpublish date should be after the send date in the campaign below).
  6. Save & close.

Note: For any reminder emails or additional invitation emails, follow the steps above, but change the email name.

Create Campaigns

The Webinar campaign will require two campaigns to be set up within Mautic. One campaign will be for the invites while the second campaign will be for the post-registration actions (including reminder emails and actions to push contacts into Salesforce campaigns)

NOTE: Before setting any campaign live (aka to “publish”), make sure your emails are set to “publish”.

A. Campaign 1 – Invite contacts

Note:   Clone this campaign then change out the Salesforce campaigns, webinars, schedule dates and emails to be sent

  • Set your emails within the campaign to be “Transactional”
  • Always test a campaign first with a test segment
  • Make sure you work backwards from your Webinar date to schedule the email sends and conditions – The timing on this campaign will be important, so contacts don’t receive multiple emails (i.e. a second invite and reminder at the same time)

B. Campaign 2 – Post-registration reminders and triggers

REMINDER:  Before setting any campaign live (aka to “publish”), make sure your emails are set to “publish”.

Note:  Clone this campaign then change out the Salesforce campaigns, webinars, schedule dates and emails to be sent.

  • Set your emails within the campaign to be “Transactional”.
  • Always test a campaign first with a test segment.
  • Make sure you work backwards from your Webinar date to schedule the email sends and conditions – The timing on this campaign will be important, so contacts don’t receive multiple emails (i.e. a second invite and reminder at the same time).

C. Campaign 3 – Post webinar “thank you” and “sorry we missed you” emails (OPTIONAL).

REMINDER:  Before setting any campaign live (aka to “publish”), make sure your emails are set to “publish”

Note:  Clone this campaign then change out the segment name, webinars, schedule dates and emails to be sent

  • Set your emails within the campaign to be “Transactional”.
  • Always test a campaign first with a test segment.
  • Make sure you set the condition to take place after the webinar.

Section 2: How to set up a Blog communication

  1. Create a segment called ‘Master Blog Subscribers” (if you already have segment like this, you can skip this step).
  2. Create a segment called “Uploaded blog list”.
  3. If you have a list of contacts from Salesforce/your CRM that you’d like to upload into Mautic then you need to download that list first.
  4. Follow steps on how to import a contact list from Salesforce above – But upload the list to “Uploaded blog list” segment
  5. We have already created a new segment called, “Master Blog subscribers”.An uploaded segment cannot have filters applied to it. So, in order to pull in contacts that have submitted a form or checked off a checkbox to be added to the blog, we’ll be pulling all blog subscribers into the “Master blog subscribers” segment using filters.

This segment will be continuously updated by contacts that subscribe.  This segment will also be used for your blog segment emails.

Send a Blog email

  1. Create a new email by clicking on “New” -> “Segment Email”
  2. Build your email
  3. Best practice is to schedule an unpublish date on a segment email after it’s sent. Before saving and closing, select an unpublish date for your email. A segment email needs to be published before you can schedule it to be sent. Note:  We always recommend testing your email with a test segment before blasting to your contact list. Build a test segment with internal team members then include it on your email as the segment. After testing, proceed to step 4.
  4. Include the segment you’d like to send the email to: “Master blog subscribers”. This needs to be selected before the email can be saved and closed.
  5. Once the email is published, schedule the send.

Reports

View Unsubscribes from emails

This report shows you all contacts who have unsubscribed, including the email they’ve unsubscribed from, and whether or not they’re a blog subscriber (1=yes, 0=no, blank=null)

There are date filters on this report, so you can adjust to see week over week statistics.

How to build this report:

  1. Select data source: Emails Sent.
  2. Add columns – First/last name, ID, Name (these are for the email), Unsubscribed, Blog subscriber.
  3. Add filters for ID and subscriber (Make sure these filters are dynamic, so you can change them).