If you choose to use the Contact Changed element with just the settings you’ve chosen in the Setup Wizard, any time the selected column or data field is changed for a particular contact, the trigger will be set off. By adding a Decision element and/or a Duplicate Filter element into your campaign following the Contact Change element, you can make the triggers more specific and succinct.
Adding the Decision element to your campaign allows you to decide the exact change to the contact information will trigger the Contact Changed element. For example, you can use the Decision element, found in the Decisions and Delays tab at the top of your workspace, to trigger the Contact Changed element whenever the contact is tagged with a specific keyword. This is useful because rather than having the element triggered any time a contact is tagged with anything, you are able to use the decision to narrow it down to cut back on the total number of triggers enabled.
The Duplicate Filter element, also found in the Decisions and Delays tab, allows you to prevent the same contact from being sent into the campaign more than once if the Contact Changed element keeps being triggered after multiple updates to their profile. Chances are you only want your contact to be sent through this campaign once, and not every time a change is made to their profile. The Duplicate Filter element allows you to prevent this from happening by recognizing the same contact information from the CRM and not allowing the trigger to be activated again.
Works with web tracking
One of the many neat things about the Contact Changed element is the fact that you can set it to react to web tracking metadata updates automatically (within the Decision element), so you don’t have to manually trigger the element each time your web tracker updates the contact’s profile with tags, scores, email opens and other information, or whenever the software creates a new profile. However, the Contact Changed element only works with known contacts in your CRM and will not be triggered by contacts only known by their unique IP address. Once the contact becomes known through the use of a signup form, for example, and the collected web tracking information is merged with the contact, then the contact will be able to be triggered to enter a campaign by the Contact Changed element (provided they are on the corresponding list).
To use web tracking data as a means to trigger the Contact Changed element, you first need to insert either a tracking link or a tracking pixel onto the webpage or into the email you would like to track information for. The link or pixel can be set to add a tag or score to the contact whenever they land on the page or open the link in the email. Then, you need to set up the limits for the Contact Changed element for when you want the element to be triggered.
To do this, since most web tracking information collected is metadata-related, you must choose the appropriate metadata option in the dropdown in that field in the Setup Wizard, for example, Tags or Scoring. To make sure your contacts are not being sent through your campaign every time they visit the page or open a link, you will need to add the Decision element to specify the metadata option you want to trigger the campaign – for example the score or tag that you used while creating your tracking link or pixel.
Finally, you will need to add a Duplicate Filter element to make sure the contact is only sent through the campaign once and not every time they are tagged with that word or phrase.
When to use Contact Changed
So, how to you put the Contact Changed element into practice?
Say you are part of a company who moves furniture for your clients. The Contact Changed element could be a useful tool for you to use in order to determine potential clients from your lists of contacts.
For example, you could create a campaign to send an email whenever a contact changes his or her address, offering your services to them at a discounted rate.
To do this, you would begin your campaign with the Contact Changed element. Then drag in your next element, which will most likely be a Duplicate Filter. Once you have connected the two, go into the Setup Wizard for the Contact Changed element and check off that you wish the element to be triggered whenever a column updates in the client’s CRM profile. Then you will want to select the column in the Column Updated field that you would like the element to look at in order to trigger your email campaign. For instance, you may want to select the City column, or Address columns so that the element will know to trigger the campaign whenever a contact’s residence changes. After that, you must select the lists of contact that you want to be affected by this campaign. Only the contacts in the lists you select will be triggered to go through the campaign if their address changes.
When you have set up these parameters, you can return to your workspace and proceed with creating your campaign. Following the Contact Changed element, depending on whether you would like to offer your contact the same offer or promotion whenever these fields in their profile is changed, you may want to insert a Duplicate Filter element to make sure that the contact only gets sent through the campaign once. Then, following this element, you can insert an email campaign element where you can go in and create the email you would like to send to your clients once they have been triggered to enter into the campaign be the Contact Changed element.
Following this, once the campaign is activated, any time a contact in one of the lists you have selected updates their residence columns in the CRM (either via a signup form or other means), the Contact Changed element will be triggered to send this contact through the campaign to receive the email with the discounted moving offer.
The potential use for the Contact Changed element is almost unlimited. You can use it to easily enter contacts into the appropriate flows depending on the information found in their CRM profiles, without having to manually update which campaigns each contact belongs in following changes to their information. This way, you can manage all the contact profile updates automatically and don’t have to worry about list maintenance or upkeep.