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What are email campaigns?

After creating a Net Promoter Score℠ survey in the NPS® Tool, the next step is to distribute the survey to your patrons so that you can begin collecting scores and feedback regarding your patrons' satisfaction with your institution and its services. Your survey can be shared with your patrons in a number of ways—putting it in front of your patrons where/when they interact with you—with the most robust of those methods being the use of Email Campaigns.

Every NPS survey that you create includes an email campaign builder so you can set up customized one-time or recurring emails to send out the survey. One-time campaigns allow you to quickly send your survey out to a set of recipients of your choosing, while recurring campaigns offer you the ability to schedule the sending of the survey at a frequency of your choosing (with a minimum of 30 days between sends and a maximum length of 1 year for the campaign). When a campaign is run, the recipients of the campaign will receive an email (that is fully customizable) asking them to complete your survey—funneling the submissions for the survey into its score and response reporting.

Regardless of the campaign type you are creating, in addition to manually populating the recipients of the campaign you will have the option to create the recipient list for the campaign using integrations with LibAnswers and LibCal (subscription required)—allowing you to solicit feedback from patrons that have recently submitted tickets, chatted via LibChat, interacted with a Chatbot, attended an event, booked a space, borrowed a piece of equipment, or booked an appointment. When you tie a recurring email campaign to the LibAnswers or LibCal integration, the recipient list for the campaign will automatically update with the most recent set of patrons that meet the parameters set for the list before the next email goes out.

And if you need or want to create multiple email campaigns for the same survey, you can! Each survey can have multiple campaigns running at the same time with their own recipient lists, message formatting, etc. 

Create and send an email campaign

The creation of a new email campaign is broken down into a three-step process: setup and drafting the email, selecting the recipients, and reviewing & testing it. If at any point in the process you need to step away before scheduling the campaign, you can save the campaign and return later to complete it.

1. Go to the NPS® Tool module.
2. Find the survey that you want to create an email campaign for and click on its View Survey () icon to navigate to the survey's dashboard.
   • If you have not created a survey yet, you need to create one before a campaign can be sent out.

3. On the Email Campaigns tab of the survey's dashboard, click the Create Email Campaign button.
   • You'll be directed to the Campaign tab of the Create Email Campaign page where you can begin the setup process.

Campaign setup

1. Email Campaign Name (Internal Use): Used to identify the campaign internally on the survey's dashboard and in reports.
2. Campaign Type: Select "Once" to create a one-time campaign and select "Recurring" to set up a campaign that will run on a recurring basis.
   1. For recurring campaigns, you will see additional options for setting the start date of the campaign, the campaign's end date (up to one year from the start date selected), and how often the campaign will be delivered.
      • The campaign delivery setting is used to set how frequently the email campaign will be sent, with a minimum range of 30 days. For example, when set to 90 days the email campaign will be automatically sent out to its recipients every 90 days until reaching the campaign's end date.
   2. Also when running a recurring campaign, use the Frequency Limits at the bottom of the page to control the number of campaign emails sent to each recipient within a chosen period of time.
      • For example, if you have set the frequency for a recipient to 2 times in a 180-day timeframe, then that patron would receive a maximum of 2 NPS surveys from this campaign over a 180-day/6-month span—regardless of if they submitted a survey response or not.
      • Leave both Frequency Limit fields set to 0 to have no limits applied to sending.
3. "From" Email Address: Select the email address for one of your queues to use as the sender of the email.
   • If no alternative Email Reply-to value is set below, then email replies to the email campaign from recipients will be sent to the selected queue as a new email-based ticket.
   • If the selected queue uses an OAuth or SMTP address for email sending, then the queue's Receiving Address will be used for sending.
4. From Name: Enter the sender name for your email.
   • The name set will be displayed for recipients of the email campaign.
5. Email Reply-to: Enter an alternate email address that should be set as the Reply-to value if/when do not want to use a queue's email address for recipient replies to the email campaign.
   • If no value is set, the "From" Email Address will be used.
6. Email Subject: Enter a subject line for your email (up to 150 characters).
   3. Use the Email Campaign Preview panel to see how your email's subject and body will appear when sent.
      • Note: Code customizations may display differently in varying email clients based on what the client supports.
7. Email Message: Customize the body of the email message that will be sent for the email campaign
   • You can customize the text used for the email's body, and include HTML within it, but the message text must include the {{{npsrating}}} token in order for the NPS rating field to be displayed in the message.
8. When finished, click the Save & Go To Next Step button to proceed to the next step.
   4. You can click the Back to Survey Dashboard button after saving if you want to finish the rest of the campaign setup later.

Recipients

Recipients can be populated for an email campaign through one of three ways: manually, via the LibAnswers integration, or via the LibCal integration. Manually populated lists can be added individually, copied and pasted, or added from an uploaded CSV file. The LibAnswers integration allows you to populate the list with patrons who have interacted with your LibAnswers system (and provided their email address) by submitting tickets, chatting via LibChat, or interacting with a Chatbot over the last 30, 60, 90, or 120 days. And if you also subscribe to LibCal, you can use its integration with the NPS Tool to populate the list with patrons who have interacted with your LibCal system (and provided their email address) by attending an event, booking a space, checking out equipment, or booking an appointment over the last 30, 60, 90, or 120 days.

Manual entry

1. On the Recipients tab, select Manual entry from the Add Recipients via dropdown.
2. Add recipients' email addresses to the Add Email Addresses field—separating addresses by a space, comma, or semicolon.
   1. As an alternative, you can bulk upload email addresses via a CSV file that can be selected by clicking the Choose File button and finding it on your computer.
      • One email address per cell in the CSV file.
3. Click the Validate Email Addresses button to confirm that there are no formatting issues with email addresses added.
   2. If no issues are detected an "Emails validated." message will appear on screen.
      • If errors need to be addressed or additional addresses need to be added, you can continue to work with the Add Email Addresses field and validate when ready.
4. When you have finalized the recipient list, click the Save & Go To Next Step button.

LibAnswers integration

The LibAnswers integration allows you to populate the recipients list for your email campaign with patrons who have interacted with you and your services in LibAnswers. You can choose to pull all recent patrons who have interacted with your LibAnswers system (and have provided an email address) or select only those recipients who have interacted with a specific module in LibAnswers: tickets, chats, or Chatbot. In addition to selecting the module to pull recipients from, you can also define how 'recent' the interactions with the patrons are with lookups spanning 30, 60, 90, or 120 days. 

When the campaign you are building is a recurring campaign, the recipients list will automatically update to populate only those patrons that have interacted within the X days that you've selected. For example, if your recurring campaign is scheduled to be sent out on May 1 with a 30-day lookup for Ticket interactions, it will be populated only with recipients who submitted new tickets from April 1 through May 1.

1. On the Recipients tab, select LibAnswers Integration from the Add Recipients via dropdown.
2. Use the Select LibAnswers Module dropdown to choose which module the patron look-up should pull from.
   • Choose from: All, Tickets, Chats, or Chatbot.
     • Reminder: In order for a patron to be added to the list, they must have provided their email address with the ticket (no SMS tickets) or been prompted to provide their contact info (and provided it) in the chat widget or Chatbot flow they interacted with.
3. Use the Lookup Patrons In dropdown to choose how many days prior (from when you are running the lookup or from the date when the future recurrence of the campaign is occurring) the list should populate with interactions.
   • Choose from: 30, 60, 90, or 120 days prior.
4. Click the Validate Email Addresses button to confirm that there are no formatting issues with email addresses added.
   1. The list of all valid patrons meeting the interaction requirements will be displayed.
   2. If no issues are detected an "Emails validated." message will appear on screen.
5. When you have finalized the recipient list, click the Save & Go To Next Step button.

LibCal integration

The LibCal integration allows you to populate the recipients list for your email campaign with patrons who have interacted with you and your services in LibCal. You can choose to pull all recent patrons who have interacted with your LibCal system (and have provided an email address) or select only those recipients who have interacted with a specific module in LibAnswers: event attendees, space bookings, equipment bookings, or appointments. In addition to selecting the module to pull recipients from, you can also define how 'recent' the interactions with the patrons are with lookups spanning 30, 60, 90, or 120 days. 

When the campaign you are building is a recurring campaign, the recipients list will automatically update to populate only those patrons that have interacted within the X days that you've selected. For example, if your recurring campaign is scheduled to be sent out on May 1 with a 30-day lookup for event attendees, it will be populated only with recipients who attended an event between April 1 through May 1.

Note: A subscription to LibCal is required for this interaction to be active.

1. On the Recipients tab, select LibCal Integration from the Add Recipients via dropdown.
2. If your LibApps system includes more than one LibCal site, select the appropriate site from the Select LibCal Site dropdown.
3. Use the Select LibCal Module dropdown to choose which module the patron look-up should pull from.
   • Choose from: All, Calendar Events, Spaces, Appointments, or Equipment.
     • Reminder: In order for a patron to be added to the list, they must have provided their email address with their event registration (no Barcode or Phone Number only registrations are used)—bookings for spaces, equipment, and appointments will always include an email address.
4. Use the Lookup Patrons In dropdown to choose how many days prior (from when you are running the lookup or from the date when the future recurrence of the campaign is occurring) the list should populate with interactions.
   • Choose from: 30, 60, 90, or 120 days prior.
5. Click the Validate Email Addresses button to confirm that there are no formatting issues with email addresses added.
   1. The list of all valid patrons meeting the interaction requirements will be displayed.
   2. If no issues are detected an "Emails validated." message will appear on screen.
6. When you have finalized the recipient list, click the Save & Go To Next Step button.

Test and send

Once your email campaign is set up with the proper subject, message, sender information, and recipients list, it's almost ready to be started. You should just take a moment to review everything for accuracy.

1. Use the Test Email Sending field to send yourself a copy of the campaign's email to make sure the message suits your needs.
   • Note: The NPS rating field (and the follow-up question if the survey has one active) within the test message is active. If you submit a response from the test message, it will be recorded and scored as a live submission to the survey.
2. Review the details of when the campaign is scheduled to be sent, the recurrence pattern, and the number of recipients that are set to receive the campaign.
3. Click the Start Campaign button to activate the campaign.

Manage a NPS survey's email campaigns

After one, or more, email campaigns have been set up to run (or have been completed) they will be visible on the Email Campaigns tab of the Survey Dashboard.

Reminder: Each individual survey has its own dashboard and can have multiple email campaigns set up to run.

From here you can:

1. Use the Status column to see which campaigns are active, completed, or inactive.
   • Inactive campaigns are those that are saved but have not yet been scheduled to run 
2. Use the # of Recipients column to track the total number of survey submissions that have been made from each email campaign associated with the survey.
3. See how many emails have been sent across all surveys and all email campaigns and how many emails you have remaining in your subscription.
4. Click the Email Errors button to view all email errors across all email campaigns and all surveys.
   • Email errors shown there are the result of a permanent failure to send to the corresponding addresses and cannot be resent—they are shown for information purposes only.
5. Click the Opt-Out List button to view all patrons who have chosen to be removed from all future email campaigns across all surveys.
   • Patrons can choose to opt out of future emails upon receiving an email campaign or LibAnswers users can manually add patrons to the opt-out list. 
   • If patrons have been added to the opt-out list unintentionally, they can be removed from the list—allowing them to receive future email campaigns.
6. Click the Edit Campaign () icon for any Active or Inactive campaigns to make adjustments to the campaign's setup (including recurrence dates and frequency), email details, and recipient list.
   • Note: Completed campaigns cannot be edited but are still viewable to review the details of the campaign's setup and recipient list.
7. Click the Delete Campaign () icon to permanently delete the campaign from LibAnswers.
   • Caution: Deleting a campaign will remove the campaign and its assocated statistics. This cannot be undone, so please proceed with caution.

Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., NICE Systems, Inc., and Fred Reichheld.