Active Campaigns: Email Campaigns with Otto Flow

Getting Started

Before starting with email campaigns, the feature will need to be enabled by someone from Otto. So if you are interested in using email campaigns, speak to your customer success manager (or implementation specialist, if you are still in onboarding) about having them enabled.

Once email campaigns have been enabled, they will be found within the Email Campaigns tab in the panel on the left side of the screen when logged in to Flow. (This panel will only be visible for a clinic’s Admin users, not for Member users.) A successful email campaign will have three key steps to it:

1. Deciding on the intended audience
2. Designing (and reviewing) the campaign
3. Sending out the email and measuring the results

Deciding on the Intended Audience

• When Email Campaigns are first configured for your clinic in Flow, email addresses for all active clients will be pulled into Flow. Clients are considered active if they have an upcoming appointment or have had one in the last 18 months; and they must have at least one non-deceased, non-inactive pet.
  • This process can take up to twenty minutes, depending on how large your contact list is. However, it will only need to happen once, when Email Campaigns are enabled.
• To get started with creating a campaign, log in to Flow and navigate to Email Campaigns. Click Create a campaign in the upper-right corner to begin the process of sending an email to your clients.

• Name your campaign and always select the Standard campaign type. When you’re finished, click ‘Next’ in the upper-right corner.

💡The campaign name can be updated at any time.

• • Check the box next to the clinic’s email list, then select all pet owners.
  • You can also segment this list further, either by creating a new segment or selecting an existing one previously created in Email Campaigns. To create a new segment:
    • To choose an existing segment, click the drop-down menu labeled “Segment of [CAMPAIGN NAME]” and choose the relevant segment
    • To create a new segment, click “Create New Segment.” This will let you add conditions to find the target audience. In order to segment your list by pet species owners, select “CUSTOM CONTACT FIELDS,” then select “Pet Species for [CLINIC NAME].” Finally, choose the pet species that you mean to target with your campaign.

      Next, choose the list of emails that will receive this campaign

Design and Review the Campaign

1. Select or create the design

   1. There are a number of templates available for use. Click any template that looks like a good starting point to use it
   2. You can also select “Start From Scratch” to create a brand new design

   💡 Whether working from a template or creating a new design, the content of your email is customizable: Add photos, videos, hyperlinks or text boxes however you’d like.

   💡 If you’re working on your design and are interrupted, click “Save and exit” in the upper-right corner to save the design and come back to it later.

2. When you have finished with the design and content of the email, you will be brought to the summary page. Here, you have the chance to put the finishing touches on the campaign, including:

   1. Defining the email subject that clients will see
   2. Adding tracking options, so that you can better understand client behavior in response to getting the email
   3. Scheduling a send time for some point in the future

3. The summary page will also confirm if the email campaign will be coming from a verified email address. If you are configuring campaigns for the first time, verify the clinic email address by clicking Send Verification Email. An email with verification instructions will be sent to the email address displayed. The email is sent within 30 seconds, and once verified the red banner will disappear. (If you do not see the email within about 30 seconds, be sure to check your spam folder.)

   1. The clinic user must be logged in with the same email address that is being verified. E.g., If you want to use the domain hello@otto.vet, you must be logged into Flow with the account hello@otto.vet.
   2. If you have any issues with verification, you can always use the email address noreply@clinicemail.televet.com
   3. You will only need to verify your email address the first time that you send out an email campaign.

Sending the Email and Measuring the Results

Sending

Once everything in the campaign’s summary is just the way that you want it, click Send to send it out to your clients.

Reporting If you enabled the tracking features in the summary section of your campaign, you will have tracking data about the campaign after the email has been sent.

You can access a report of how your campaign has performed after being sent by selecting the “Reports” menu on the left side of the page.

You can also view the report for a specific campaign in the “Campaigns” tab. Once a campaign has been sent out, rather than be able to continue with a saved draft, the option will read “View Report” and selecting it will show data for that specific campaign.

For example, there is data on how many recipients opened the email and when; who forwarded the email or replied to it; and how many clients marked it as spam or unsubscribed. This can be helpful for understanding what aspects of a campaign worked for which audience, so that you can refine them each and every time.

Reusing Campaigns

After a campaign has been sent out, it can be reused again later. This can be useful for quarterly or yearly events, such as holiday closures or seasonal product pushes.