A campaign Goal is the ultimate objective you want the Contact to complete. This could be anything from signing up for a webinar, renewing a membership, making a donation, downloading a whitepaper, buying a product, etc. The Goal is also the indicator to Communications Enterprise that a Contact has completed the campaign objective and to stop sending further campaign emails.

How to set a campaign Goal

When creating a campaign, you'll have the option to set a Goal for it (Goals are not required). Setting a goal is slightly different depending on whether you're creating a campaign with a pre-built template or the Workflow Builder.

Pre-built template

While creating a campaign with a pre-built template (Call to Action campaigns only), select a Goal from the dropdown and follow the prompts to configure it.

NOTE: Campaign Goals are primarily used in Workflow Builder campaigns, and is what this article focuses on.

Workflow Builder

When creating a Workflow Builder campaign, click the Define Campaign Goal link at the bottom and follow the steps (these are described in the remaining sections below).

Step 1 - Define trigger(s)

The first part of this process is to select and configure your trigger.

1. Click the select... link and choose a trigger from the available categories that suits your purposes. Refer to the Available trigger options section below to read more about the available triggers.

Available trigger options

Triggers to indicate that a Contact has reached a campaign Goal fall into the following categories:

NOTE: In the sections below, you'll see references to "Real Magnet." This is a previously used name for Communications Enterprise.

Email Notification Code

For this option, you configure a confirmation email that is sent by the third-party to be BCC'd (blind CC) to a Communications Enterprise email address.

How it works

1. Select the option Real Magnet receives Email with Notification Code. A code is displayed (e.g., ==RM:5678995656666==).
2. Insert this code anywhere inside the confirmation email that is generated by the third party.
3. Configure the third-party confirmation email to be BCC'd to confirmations@realmagnet.com.

Example - Webinar promotion

1. John Doe receives a campaign email about the webinar.
2. John Doe clicks the link in the email and goes to the third-party webinar registration page.
3. John Doe registers for the webinar.
4. John Doe is sent a confirmation email from the third-party site.
5. John Doe’s confirmation email is automatically BCC'd to confirmations@realmagnet.com.
6. Communications Enterprise receives the email, finds the confirmation code, and moves John Doe to having Reached the Goal.
7. John Doe will not receive additional campaign emails.

Events

• submits a Real Magnet Event - Once the Contact signs up of for a Communications Enterprise Event, they have reached the Goal. For example, if you're using Communications Enterprise's Events module for webinar registrations, once the Contact signs up for the webinar, the campaign immediately knows that the Contact has completed the objective and stops sending further campaign emails.
• pays for an event item - Once the Contact pays for an event item, they have reached the Goal.

Fields

• recipient field changed - When a Contact’s field is updated to a specific value, they have reached the Goal.

NOTE: It is critical to update Contacts’ data frequently to ensure that the campaign runs efficiently.

Groups

• is added to a Group - Once the Contact is added to the group, they have reached the Goal.
• is added to any Group in a group category - Once the Contact is added to any group in the selected group category, they have reached the Goal.
• is removed from a Group - Once the Contact is removed from the group, they have reached the Goal.
• is removed from any Group in a group category - Once the Contact is removed from any group in the selected group category, they have reached the Goal.

NOTE: It is critical to update this group frequently to ensure that the campaign runs efficiently.

Landing Pages

• Submits a Real Magnet Landing Page - When a Contact submits a Communications Enterprise Landing page, they have reached the Goal.

NOTE: Because this action takes place on your Higher Logic site, there is no additional action you need to take (e.g., upload to a group or update a field).

Links

• clicks a link - When a Contact clicks a link, in the selected message or any message, they have reached the campaign Goal. You'll need to select a message and the specific link(s) within that message.
• clicks a link label - When a Contact clicks a link label, they have reached the campaign Goal.
• clicks any link in a message - When a Contact clicks any link in the selected message (or any message), they have reached the campaign Goal.
• clicks any link in a message category - When a Contact clicks any link in the selected message category (or any category), they have reached the campaign Goal.

Messages

• opens a message - When a Contact opens a message, either a specific message or any message, they have reached the campaign Goal.
• opens any message in a message category - When a Contact opens any message from the selected category (or any category), they have reached the campaign Goal.
• is delivered a message - When a Contact is delivered a message, either a specific message or any message, they have reached the campaign Goal.
• is delivered any message in a message category - When a Contact is delivered any message from the selected category (or any category), they have reached the campaign Goal.

Surveys

• submits a Real Magnet Survey - Once the Contact submits a Communications Enterprise survey, either a specific survey or any survey, they have reached the Goal.

NOTE: Because this action takes place on your Higher Logic site, there is no additional action you need to take (e.g., upload to a group or update a field).

Tags

• tag value is changed - When a Contact receives a Communications Enterprise tag, they have reached the Goal. Tags are attributes assigned to a Contact based on them either doing something (e.g., opening a message or clicking a link) OR not doing something (e.g., not opening any messages). Tags are used to tell the system that the Contact has reached a Goal.

2. If you want to add a delay to the trigger you've selected, click the + delay before the action link. In the pop-up, select your desired wait time using the Days, Hours, and Minutes menus.
3. If you want to add one or more conditions to your trigger, click the + condition link. You can add conditions like "is in X campaign," "is in X group," "opened X message," etc. You can add as many conditions as you like; multiple conditions are treated as "AND" not "OR" statements.
4. If desired, you can click the + Add another goal trigger link to add additional triggers. Multiple triggers are treated as "OR" not "AND" statements. If you don't want multiple triggers, proceed to Step 2 below.

Step 2 - Define what happens upon Goal completion

With your trigger(s) selected and configured, you now need to define what happens once Contacts reach the Goal.

You have three options:

1. Take no additional action - Select this to simply end the campaign for the Contact.
2. Send recipient to another stage - Select this to send a Contact to another Block in the campaign branch. You'll be able to select from any available Blocks.
3. Add post goal submission action - Select this to designate a specific action to occur for Contacts who reach the Goal. You can select actions like "add recipient to X group," "send recipient X message," assign recipient X tag," etc. You can add as many actions as you like; multiple actions are treated as "AND" not "OR" statements.