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Marketing AutomationSeptember 19, 20182018.2

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Table of ContentsMarketing Automation Overview . 1Capturing Leads . 4Lead Sources . 4Creating Online Customer Forms . 4Passing Parameters Through URLs . 6Tips for Passing Parameters Through URLs . 9Tracking Lead Sources for Web Store Visitors . 10Lead Reports and Analysis . 10Lead Source Reports . 11Managing Campaigns . 12Campaign Categories . 12Creating a Campaign Record . 13Scheduling Campaign Events . 14Campaign Events . 15Campaign Channels . 15Campaign Event Status . 16Initiating Campaign Events . 16Campaign Metrics . 17Tracking Campaign Revenue . 17Tracking Campaign Responses . 18Bounced Email . 20Mail Merge vs. Email Campaigns . 21Creating Target Groups for Campaigns . 21Marketing to Contacts . 22Campaign Calendar . 24Tips for Campaigns . 24Email Marketing Campaigns . 26Email Campaign Checklist . 26Email Best Practices . 26Optimizing Email Campaigns . 28Subscription Management . 32Setting Up Campaign Subscriptions . 33How Customers Opt In to Marketing Campaigns . 34Opt-In Email . 34Sending Subscription Messages . 35Campaign Subscription Categories . 37Campaign Email Domains . 38DomainKeys Identified Mail (DKIM) . 39DKIM Setup Verification . 41Creating a Campaign Email Address Record . 42Marketing Templates . 43Email Marketing Templates . 43Creating an Email Marketing Campaign . 47Creating Email Campaigns Using the Campaign Assistant . 49Lead Nurturing Campaigns . 54Configuring Your Lead Nurturing Workflow . 55Creating a Lead Nurturing Campaign . 55Sending Newsletters Through Email Campaigns . 56Marketing Test Cells . 56Attaching Files to Email Campaigns . 57Managing Bounced Email . 58Troubleshoot Undelivered Email . 58Undelivered Emails Saved Search . 59

Invalid Email Address Notification . 59Mass Unsubscribing Entities with Bounced Email Addresses . 60Viewing the Bounced Email Address List . 60Paid Search Marketing . 63Creating Keyword Campaigns in Bulk . 63Importing Keyword Campaigns . 64Naming Keyword Campaigns . 65Exporting Keywords . 65Submitting Your Paid Search Proposal . 65Campaign Families . 66Promotions . 67Promotions Overview . 67Configuring Promotions . 69The Promotion Record . 72Basic Properties of a Promotion . 73Scheduling Promotions . 73Promotion Buy Conditions . 73Promotion Get Conditions . 74Coupon Codes . 76Targeting Promotions at Specific Customers . 80Setting Where Promotions Can Be Used . 80Promotion Usage Limits . 80Creating Promotions . 80Creating SuitePromotions . 81Creating Standard Promotions . 100Creating Advanced Promotions . 105Applying Promotions and Discounts to a Transaction . 123Promotions and Websites . 123Applying Stackable Promotions . 124Automatically Applying Promotions . 126How Promotion Discounts Are Applied to Transactions . 132Applying Automatically Added Free Gift Items . 133SuitePromotions Best Practices . 134Migrating to SuitePromotions . 134Transactions that Cannot have Stackable Promotions . 135Free Gift Promotion Item Considerations . 136Shipping Promotions and Multiple Shipping Routes . 136Saved Search Performance . 136Auto-Apply Promotions Limits . 137Changing Customer Details After Applying Promotions . 138Planning Automatically Applied Promotions . 138Upsell Manager . 140Using the Upsell Manager Wizard . 140Upselling From Customer Records . 144Upselling on Transactions . 145Upsell Preferences . 146Limits on Upsell Manager Data . 147Product Affinity Analysis in Search . 148

Marketing Automation Overview1Marketing Automation OverviewThe ability to bring in new leads and to extend offers to existing customers is essential to any business.With NetSuite's marketing tools, your marketing department can manage lead generation andcampaigns efficiently and effectively.NetSuite combines all the tools you need to manage your marketing efforts in one integrated system.You can: Manage leads generated through custom online lead capture forms and imported lists. Create customized templates to generate marketing email. Schedule and manage multi-channel marketing campaigns. Use the Upsell Manager to determine which customers provide good selling opportunities. Track the search engine keywords that bring customers to your Web site. View reports and key performance indicators (KPIs) that give you the real-time information you needto make informed decisions.This manual leads you through the steps to take in managing your marketing efforts with NetSuite. Youcan manage lead generation, set up and execute marketing campaigns, and get the information youneed from reports and other sources.Note: The steps in this guide provide navigation for users logged in with the MarketingAdministrator, Marketing Manager, and Marketing Assistant roles.Examples in this guide refer to a fictional retail company called Wolfe Electronics. These examples arehighlighted in blue.Lead CaptureNetSuite is equipped to handle a variety of lead generation procedures. You can import lists of leadsusing CSV or XML files or enter records manually. You can also capture leads using online customerforms.Online customer forms are customizable entry forms that create new lead, prospect or customerrecords when they are submitted. You can choose which information you want to capture for each leadand customize the look and feel of the form.Additionally, you can determine what NetSuite does with the information you gather. You can choosethe kind of record created–lead, prospect or customer–when the form is submitted and designatewhich URL the lead is taken to after submitting the form.Avoiding the creation of duplicate lead records is vital in ensuring that lead generation is trackedaccurately. To avoid creating multiple records for the same lead, you can choose to update existingrecords instead of creating new ones. To do this, select a field you want NetSuite to search for. Whenthe information in this field matches an existing record, that record is updated with the informationentered on the form.For example, the Wolfe Electronics marketing manager creates an online lead form that has fields forCompany Name, Email Address, and State. The manager sets the Email Address field to search formatching records. If the email address entered matches the email address on an existing record, theexisting record is updated instead of a new record being created.Marketing Automation

Marketing Automation Overview2Each lead is assigned a lead source that indicates which campaign generated the lead. Maintaining thislead source information enables you to tie revenue to campaigns and to use lead source analysis to seewhich campaigns are producing the most leads.For more information on lead generation, see Capturing Leads.Running CampaignsManaging marketing campaigns has never been easier. With a few basic steps, you can create andexecute campaigns that give you maximum visibility into the impact each campaign has on yourbusiness. NetSuite's reports and KPIs provide a comprehensive look into your marketing campaigns.You can effectively track lead source data, return on investment (ROI) and campaign response forentire campaigns as well as individual campaign events. For more information on how to set up yourcampaigns to maximize your visibility into these key marketing metrics and for tips on carrying outdifferent kinds of campaigns, see the help topic Campaign Overview. See also Managing Campaigns.Email CampaignsCampaign email is generated by NetSuite using templates that you can create and customize. CRMSDKtags enable you to include information that is personalized to each recipient. Also, NetSuite automatestracking ROI, lead source and campaign response for email campaign events. For more information onemail campaigns, see Email Marketing Campaigns.Paid KeywordsIf you purchase keywords from Internet search engines such as Google Adwords and Yahoo SponsoredSearch, you can use keyword campaigns to determine how customers find your Web site.The revenue generated by paid keywords is tracked through the Lead Source field on salestransactions, permitting you to calculate return on investment (ROI).Keyword campaigns track the paid keywords, search engines, target audience, and the URL associatedwith the keyword search results. For more information on how to manage your paid search keywords,see Paid Search Marketing.UpsellingThe Upsell Manager enables you to identify customers who provide a good opportunity for upsell.By measuring the correlation between the items that customers purchase, the Upsell Managerpresents a list of customers along with an item or set of items they might be willing to buy.For more information, see Upsell Manager.Campaign AnalysisNetSuite includes a full set of standard marketing reports, such as the Campaign ROI and CampaignResponse reports. You can customize reports to meet the needs of your business. For example, youcan add columns of data or display a report as a bar graph or pie chart.Marketing Automation

Marketing Automation OverviewKey performance indicators (KPIs) provide an immediate updates on your campaigns when you first login to your NetSuite account. You can view your data in real time as orders are received or as campaignemail is viewed.In addition to reports, you can use NetSuite's search tools to create reports of your own design. Youcan show the results of searches on your Dashboard or add links to search results.For more information, see the help topic Marketing Reports.Marketing Automation3

Capturing LeadsCapturing LeadsNetSuite provides all of the tools you need to manage the generation of new leads. In this section, youcan learn how to create online customer forms and how to manage lead source information.Lead SourcesLead sources define how new leads come to your company. If you use the Marketing Automationfeature, the list of possible lead sources matches the titles of your marketing campaigns. Marketing.For more information on this feature, see the help topic Campaign Overview.Lead source is set in the Lead Source field on lead, prospect, customer, and contact records.If you create a campaign email message with a link to an online lead capture form, be sure to pass thelead source in the URL so the new lead is properly attributed to the lead source. For more informationon passing parameters in URLs, read Passing Parameters Through URLs.If you import a list of leads via smbXML or CSV import, you can include the lead source in the importedfile to indicate where these leads came from.For letter campaigns and other campaign channels, you can manually track which campaign brought acustomer to your company by selecting the lead source on the customer record.Creating Online Customer FormsOnline customer forms are used to create lead records in your NetSuite account. You can link to onlineforms from your Website, from partner sites, or through campaign email. When a lead submits anonline customer form, a new lead record is created.By using online customer forms in conjunction with your marketing campaigns, you can effectivelycapture new lead information and report on the effectiveness of campaigns.Marketing Automation4

Creating Online Customer FormsTo create an online lead capture form:1. Go to Setup Sales & Marketing Automation Online Customer Forms New.2. Click Default Form Template.3. Enter a title and message on the form.4. On the Select Fields subtab, select a field you want to appear on the form.Note: Be sure to include the fields that will enable you to contact the lead in the future.For example, Email Address is a field that would appear on most lead capture forms.Including Company Name, First Name and Last Name fields lets you capture information onboth individual and companies.5. Click Add.6. Repeat these steps for each field you want to appear on the form.7. Click Save.Marketing Automation5

Creating Online Customer FormsNow, you can link to this form from your website or place it in a marketing email message.If this online form is used for a single campaign, you can set the lead source that is associated with therecords created from the form. To do this, click the Set Up Workflow subtab. Select the campaign in theSet Lead Source field.If you check the Allow Update box next to the Set Lead Source field, existing customers that submitthis form are assigned the lead source in the Set Lead Source field. Clear this box if you only want toassign this lead source to the following: New records Records that do not already have

Marketing Automation Overview 1 Marketing Automation Marketing Automation Overview The ability to bring in new leads and to extend offers to existing customers is essential to any business. With NetSuite's marketing tools, your marketing department can manage l