Once you have completed executing a campaign, there are two final stages for good campaign management.
- Update the actual costs and other figures in the campaign entries.
- Review and analyse the campaign results.
Let’s step through each of these processes.
When you are at the stage where you have sent out all your emails and mail pieces, and we’ve got the final costs and figures back from your email management system and mailing house, we have to put some of that data back into Salesforce.
In this example we are going to focus on the mailing details, but the same process applies for other channels such as email and telemarketing.
First, go to the Campaigns section of Salesforce and locate your campaign record. In this case, the campaign was called 2020TAXC1S2, we locate that record in the campaigns’ list and open it.
If you recall from the Create a Campaign section of this document, there were a series of fields in the planning section that we skipped through as they were to be updated later. It is now that time.
If you have a look at the Planning section, you should see the following fields.
Previously, you entered details such as the Expected Revenue in Campaign, Budgeted Cost, Start and End Date.
You can now adjust these and other figures and enter the actual values. For example, there may have been a delay in sending your mailing out so you might adjust the Start Date.
You should also now have the Actual Cost and Actual Number Sent in the campaign, so adjust those figures as well. There may also be a need to adjust some of the other budget information, change these values as required.
The next section we’re going to have a look at is Campaign Statistics. This section contains statistics on the responses that have been entered into your Salesforce org.
We can see important details including the Won Opportunities in Campaign i.e. the number of actual responses, the Value Opportunities in the Campaign and the Value of Won Opportunities in the campaign i.e. the value of the gifts and the value of the gifts that have been marked as Closed/Won.
If you wish to you can see the details of all opportunities. To do this, go to the Related tab and have a look at the opportunities section. By default, Salesforce only shows you a handful, but you can click on the View All button to see all Opportunities related to this campaign.
Sometimes you want to see the details of summary campaigns. For example, if we look at the 2020TAXC1 Campaign, which is the parent campaign for our tax appeal first round, which includes the series of segments included in our first-round appeal, we can see the summary statistics for all the underlying campaigns. By navigating to the Campaign Hierarchy section, we can also see the total value of each of the individual campaigns underneath this campaign.
Once again, if you don’t see all the campaigns listed immediately, click on the View All button.