NOTE
Due to updates made the the eEdge marketing campaign platform, these instructions will differ, and will be updated at some point.

eEDGE MARKETING CAMPAIGNS

Did you know agents running a 33 Touch marketing campaign to 100 or more contacts see a 67% increase in their business? It's true! And the best thing about starting an eEdge marketing campaign is that it's, without a doubt, the easiest thing to do in eEdge. If you've mastered eEdge myContacts, you can put thousands of contacts onto a marketing campaign within 2 minutes...and after that, it's all automatic (except for the phone calls). Even if you're only have family and friends, the Did You Know? campaign is useful information for anyone. The Seasonal Tips campaign will automatically send friendly holiday greeting and reminders.

Explanation of Campaign Types & Themes

8x8 Buyer/Seller

8 touches over 8 weeks
8x8 Buyer and Seller marketing campaigns are the most intense at a default of one (1) touch per week. The 8x8 Buyer campaign is designed for both have-met and have-not-met buyers, so leads from your eEdge website and contacts that you've met at open houses are perfect for this campaign. The 8x8 Seller campaign is designed to show potential sellers and committed sellers that you're a listing expert. Most 8x8 campaigns include one phone call during the 8 week period.
8x8 Buyer: Now is the Time to Buy
postcard style; email, direct mail, or mixed-media options; no video
This campaign addresses common concerns and questions about purchasing a home. Supported by research, establish yourself a knowledgeable and trusted advisor.
8x8 Buyer: Opportunity is Knocking
email only, high video content
This campaign addresses common concerns and questions about purchasing a home. Myths are disproved using video and market research.
8x8 Seller: Here to Help You Sell
postcard style; email, direct mail, or multi-channel options; no video
This campaign addresses common concerns and questions about selling a home. Supported by research, establish yourself as a knowledgeable and trusted advisor.
8x8 Seller: Seller Secrets
email only, high video content
This campaign uses videos to promote best practices of selling a house.
8x8 Seller: The Bottom Line
email only, no video
Establish you has an expert on sellers market using data and research from 2012 Market Navigator.
8x4: Intro. KW to New Market - Metro Area
mixed styles, email or multi-channel options, no video
This campaign targets consumers in an urban/metropolitan area and introduces KW to a new market.
8x3: Mobile App
email only, some video content
YOUR app features YOUR branding to grow YOUR business. YOUR app, YOUR leads! Customize your campaign with your direct app download page URL and share your app today.
8x3: The ONE Thing Tour
email only, some video content
Invite those you whose success you care about most to join you at The ONE Thing tour!

33 Touch

33 touches over 1 year, resets in April
33 Touch marketing campaigns are intermediate-intensity at about three (3) touches per month. They are designed to keep your name in front of your leads, and keep you covered for an entire year. While 33 Touch campaigns are mostly set-it-and-forget-it, the do include the most important element: reminders for personal phone calls.
Real Campaign
mixed styles, email only, includes This Month in Real Estate newsletter, some video content
This campaign establishes you as a trusted source and expert for real estate information whether the contact is considering buying or selling a home.
Right Time. Right Move.
mixed styles, email only, includes This Month in Real Estate newsletter, some video content
This campaign establishes you as a trusted source and expert for real estate information whether the contact is considering buying or selling a home.

12 Direct

12 touches over 1 year, resets in April
12 Direct campaigns are mostly designed for sold contacts, or leads who may not require the other higher intensity campaigns. At one (1) touch per month, 12 Direct campaigns are the least intense. The Did you Know? and Seasonal Tips campaigns simply consist of helpful tips that your sold contacts might be interested in receiving from you. The This Month in Real Estate (TMiRE) campaign is designed for contacts who want a very quick overview of the market. The This Month in Real Estate (Newsletter Version) provides more detail and analysis of the market, and includes a video featuring Jay Papsan. The TMiRE Newsletter is included in each of the 33 Touch campaigns.
Did You Know?
postcard style; email, direct mail, or multi-channel options; no video
This campaign offers tips on do-it-yourself household maintenance, establishing you as a trusted source.
Seasonal Tips
postcard style; email, direct mail, or multi-channel options; no video
This campaign offers seasonal tips to homeowners; establishing you as a trusted source.
This Month in Real Estate
postcard style; email, direct mail, or multi-channel options, no video
Using NAR market data, this campaign establishes you as a trusted source and expert for real estate information whether the contact is considering buying or selling a home.
This Month in Real Estate (Newsletter Version)
email only, includes This Month in Real Estate video
This campaign establishes you as a trusted source and expert for real estate information whether the contact is considering buying or selling a home.
TECH TIP
Marketing Your eEdge Website
Both email and direct mail campaigns will include the URL to your eEdge website (unless you specify differently). It is HIGHLY recommended that you set up your eEdge website BEFORE starting a marketing campaign so that you make a good impression. Go through the eEdge Websites help page on this site if you haven't already.

When & What Kind of Marketing Campaign to Use

8x8 Buyer/Seller

  • Have Not Met Buyers & Sellers (Website Leads)
  • Open House Mets
  • Committed & Uncommitted Sellers (Active & Hot Status)
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End of 8x8 Campaign

33 Touch

  • Buyers Still Looking (Active & Hot Status)
  • Uncommitted Buyers & Sellers (Retry Status)
  • Clients Currently Working With (Active & Hot Status)
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After the Sale

12 Direct

  • Everyone Else
  • Sold Buyers & Sellers (Sold Status)
  • Friends & Family
  • Anyone Not Currently Looking (Inactive Status)

STEP 1    Build a Campaign

myKW Home Page ► eEdge Control Panel ► myMarketing [+] Button ► Manage and Create Campaigns
The first step is to "build" (or activate) a campaign. Building a campaign simply means choosing the campaign type and theme, then (optionally) modifying the delivery dates, content of the materials, then adding contacts to receive the campaign. For the sake of simplicity, we will simply activate the campaign here, but will not make any changes or add contacts yet.

To build (activate) a campaign...
  1. Click the Basic button under Build a New Campaign.
    The Advanced option simply exposes the more options to you earlier on in the process. These same options are available using the Basic setup after activating the campaign.
  2. Click the blue View All link.
  3. Click the link of the campaign type & theme you wish to create.
  4. Click the Email, Multi-Channel, or Direct Mail checkbox next to the campaign delivery method you want.
    We'll use Email here since it is free and easiest.
  5. Click the gray Campaign Elements link to view all of the materials in the campaign.
    You can also click the thumbnail image of each element to see a larger view.
  6. Click the red Next Step button.
  7. OPTION 1: Click the checkboxes next to individual contacts that you want to add to the campaign.
    OPTION 2: Click the Groups tab, and click the checkboxes next to groups of contacts that you want to add to the campaign.
    OPTION 3: Skip to instruction 11 to save your campaign, and add contacts at a later time.
  8. Click the red Add button.
  9. Click the checkbox next to I have previewed all of the elements...
  10. Click the + Add Contacts to Campaign button.
    All of the contacts you selected in the left column, should appear in the Contacts in Your Campaign column on the right. If you selected by groups, the contacts inside those groups will be shown individually in the right-hand column,
  11. Click the red Save Campaign button.
    If you chose not to add contacts in instruction 8, you will need to click OK in the This campaign will not be active... pop-up.

If you added contacts to your campaign, it will now be active, and will automatically send out its first marketing piece on the date under the Next Delivery Date column. You may add contacts to any of your campaigns at any time as long as the campaign remains enabled and has email or direct mail remaining to send out.

If you did not add contacts during Instruction #8 above, your campaign will be created, but labeled Inactive. You will need to add contacts to it using any of the following steps.
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myMarketing Build a New Campaign Page
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Choose a Campaign & Campaign Elements Page
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Save Campaign

STEP 2    Add Contacts to a Campaign

If you didn't add contacts to your campaign when you initially set it up, or you want to add more to an existing campaign, you have a few options to add them. You can add contacts from the the myMarketing > Manage and Create Campaigns Page, or you can add them from the View All Contacts or Contact Details pages in myContacts.

OPTION A    Add Contacts from the Manage and Create Campaigns Page

myKW Home Page ► eEdge Control Panel ► myMarketing [+] Button ► Manage and Create Campaigns
To add contacts to a campaign from the Manage & Create Campaigns page...
  1. Click the Actions icon (gear icon) to the right of the campaign you want to add contacts to.
  2. Click Add/Remove Contacts.
  3. OPTION 1: Click the checkboxes next to individual contacts that you want to add to the campaign.
    OPTION 2: Click the Groups tab, and click the checkboxes next to groups of contacts that you want to add to the campaign.
  4. Click the red Add button.
  5. Click the checkbox next to I have previewed all of the elements...
  6. Click the + Add Contacts to Campaign button.
    All of the contacts you selected in the left column, should appear in the Contacts in Your Campaign column on the right. Groups will be expanded into the individuals they contain in the right column.
  7. Click the red Save Campaign button.

OPTION B    Add Contacts from the View All Contacts Page

myKW Home Page ► eEdge Control Panel ► myContacts ► View Contacts
To add contacts to a campaign from the All Contacts page in myContacts...
  1. Click the Actions icon (gear icon) to the right of the contact you want to add to a campaign.
  2. Click Add to Campaigns.
  3. OPTION 1: Click the green (+) button to instantly add the contact to a campaign.
    OPTION 2: Click the checkbox(es) next to the campaign(s) you want to add the contact to, then click the Add to Campaigns + button to add the contact to a select few campaigns.
    OPTION 3: Click the lone checkbox at the bottom of the pop-up to select all of your active campaigns, then click the Add to Campaigns + button to add the contact to all of your campaigns.

OPTION C    Add Contacts from the Contact Details Page

myKW Home Page ► eEdge Control Panel ► myContacts ► View Contacts
To add contacts to a campaign from the Contact Details page in myContacts...
  1. Click the name of a contact from the All Contacts page.
    This will take you to the Contact Details page.
  2. Click the Campaigns bar to expand its options.
    The Campaigns bar is the second-to-last bar toward the bottom of the page. Campaigns the contact is subscribed to will be listed here.
  3. Click the blue Add Contact to Campaigns link.
  4. OPTION 1: Click the green (+) button to instantly add the contact to a campaign.
    OPTION 2: Click the checkbox(es) next to the campaign(s) you want to add the contact to, then click the Add to Campaigns + button to add the contact to a select few campaigns.
    OPTION 3: Click the lone checkbox at the bottom of the pop-up to select all of your active campaigns, then click the Add to Campaigns + button to add the contact to all of your campaigns.
TECH TIP
How can I tell which campaigns a contact is subscribed to?
In the Contacts Details page of myContacts, if you scroll to the very bottom of the page, and click the gray Campaigns link, it will expand the Campaigns panel. This panel will show you all of the campaigns that the contact is subscribed to. If you click Add Contact to Campaigns, that link will show you all of the campaigns the contact is NOT subscribed to (and allow you to subscribe them there).
TECH TIP
  • All of the contacts in my groups aren't showing up when I try to add them to a campaign!
    There is likely one of two issues happening here. (1) If you set up an email campaign, only contacts with VALID email address will show up as contacts that can be added to that campaign, or (2) the missing contacts may have unsubscribed themselves from your emails (which removes them from that campaign, and doesn't allow you to add them to ANY future campaigns). If a contact has unsubscribed from your campaigns, an envelope with a red minus sign will appear under their name in the myContacts > View All Contacts page.
TECH TIP
  • My green (+) button is gray, and it won't let me add a contact to my campaign!
    If you place your mouse over a gray (+) button to add to a campaign, it will explain to you, as above, that you cannot add a contact who ONLY has an email address to a campaign that includes direct, physical mailings. There are two solutions to this. Either (1) add the contact's mailing address to his/her contact details, or (2) create a campaign that is email only, and add the contact to it.

STEP 3    Edit Delivery Dates

myKW Home Page ► eEdge Control Panel ► myMarketing [+] Button ► Manage and Create Campaigns
The delivery dates for campaign elements are not set in stone. You can modify when the touches in your campaign will be sent out. For instance, the newsletters in the This Month in Real Estate 12 Direct campaign, by default, are sent out around the 15th of any month. You can move this delivery date up to as early as the 5th of any month so that your contacts are the first to know about market stats.

OPTION A    Interval Campaigns

Interval campaigns are the 8x8 campaigns, and always start with the first element in the campaign. The delivery dates of subsequent pieces are set at intervals. 8x8s Have a default delivery interval of 7 days. This means that each piece is delivered 7 days after the previous piece (in other words, one "touch" per week).

To change the delivery date intervals of an 8x8 campaign...
  1. Click the Actions icon (gear icon) to the right of the campaign you want to change the dates for.
  2. Click Manage Delivery Options.
  3. Change the number in the Schedule ___ day(s) after previous element field.
  4. Click the Save Delivery Options button.

OPTION B    Dated Campaigns

Dated campaigns are the 33 Touch and 12 Direct campaigns. They run for 1 year, and reset in April. Dated campaigns always start with the element set to go out on the next pre-set delivery date. This means if you start contacts on a 33 Touch campaign 3 months into the campaign (in July), the first element your contacts would receive would be probably be the 10th to 12th element in the campaign.

To change the delivery dates of a 33 Touch or 12 Direct campaign...
  1. Click the Actions icon (gear icon) to the right of the campaign you want to change the dates for.
  2. Click Manage Delivery Options.
  3. Click the calendar icon next to the Delivery Date field of the campaign element you want to change.
  4. Click the date that you want element sent out on in the calendar that pops up.
  5. Click the Save Delivery Options button.
TECH TIP
Create a faster (or slower) 8x8 Campaign
Want to speed up your 8x8? Create an 8x1. Change all of the intervals to 1, and you contacts will receive one campaign element per day. Want to slow down your 8x8? Create an 8x14 by changing the intervals to 14. Your contacts will get receive each campaign element only every 2 weeks. You can play with the intervals to create a more or less intense campaign.
TECH TIP
Re-order Campaign Elements
Don't like the order of the campaign elements? You can click the up and down arrows to the left of the element title, or replace the numbers in the order you want the elements to be in. Remember to click the Save Delivery Options button when you've decided on your order.

STEP 4    Edit a Campaign Element's Content

myKW Home Page ► eEdge Control Panel ► myMarketing [+] Button ► Manage and Create Campaigns
Editing the content of campaign elements (text, photos, maps, etc.) works the same way as editing eEdge marketing materials (flyers, postcards, etc.). To learn how to edit a campaign element's content, refer to the eEdge Marketing Materials page (COMING SOON).