Campaign Builder Naming Conventions

Ever wanted to know the best possible way to name your campaigns in Infusionsoft’s Campaign Builder?

Well, there are many different approaches, and after some thought and working with many Infusionsoft clients, this is my recommended approach.

Right now there is no Campaign Category, which would definitely make it easier to find the relevant campaign that you’re looking for.

In the absence of that, how can you name your campaigns in a way that you can not only easily find however also identify the status of that campaign, who the intented audience is, the type of campaign and the title/name of what it’s about.

Here is what we’re thinking about a naming convention:

STATUS – AUDIENCE – Type – Title

Let’s go through each of those components.

Campaign Status

In terms of the status of the campaign, this is really important to understand.

We have proposed grouping this in the following manner:

  • LIVE – this means that the campaign is currently live and there are active contacts in it.  For example, there is a live optin on your website that people can automatically go into this campaign and some follow up sequence is being delivered automatically through this campaign.
  • INACTIVE – this is a campaign that used to have real contacts through it at some stage, however for whatever reason you are no longer adding new contacts into this campaign and there is no one active in any sequence.  (Now, we previously considered having the word “Active” as the “Live” status, however when you do a search on the word “Active”, both Active and Inactive campaigns appear.  That’s not helpful when you have a lot of campaigns, so we recommend you use “LIVE” and “INACTIVE”)
  • DRAFT – this is a campaign that you’re currently working on that is not yet live, however the intention is that it will be live to accept active contacts through it soon.
  • ARCHIVE – this is for all those campaigns that you’ve been putting together that you never launched.  Don’t worry we all have those!  Of course you can delete them, always be cautious in doing that.  However if you have put some great structure or content in there, that you’d still like to reference back to just in case, you probably want to keep it and then make the status Archive.
  • TEMPLATE – if you have imported a campaign from the marketplace, from an app or a Certified Partner, we recommend you keep the original campaign untouched and save this as a template.  That way, you can copy the campaign and modify it as you please, then if you need that template again, you can go back to the original one and copy it again.

Campaign Audience

Who is the intended audience for this campaign?  This will help easily identify who this campaign is designed to target specifically.

Here are some suggestions:

  • PROSPECT – the primary nature of this campaign is to capture leads.  An example of this is a free report sign up, or contact form submission form.
  • CUSTOMER – this campaign is once a paid transaction has taken place to deliver a product/service or anything else relevant to what a paying customer may be entitled too.  This could include membership access, customer feedback and referral etc.
  • NURTURE – now although this might not be an actual audience, this option of Nurture may be applicable if you have any nurture campaigns that may have prospects or customers in it.   The primary nature of this campaign is to add value and to keep engagement going with a contact.  Typically this is your long term nurture/newsletter delivery campaign (if of course you are delivering this through a campaign and not via broadcasts)

Campaign Type

What is the type of optin, product, nurture that the campaign is based on.  This is still generic and not specific to the actual title.

It’s probably easiest to illustrate this via example:

  • Free Report
  • Free Call
  • Delivery
  • Feedback
  • Newsletter
  • Marketing Funnel

Campaign Title

As the final component of this naming convention, you definitely need to give the specific title of what it’s about.

I recommend that you use the name of the optin, product or service in the title.

What also might be helpful is identifying the keyword that you would use if you were conducting a search.  If it’s different to the name of the optin/purchase, then I’d recommend that you also include that keyword as well.

Having my own Infusionsoft application, I have found many times that I have named a campaign but not included a keyword that I would usually search.  So I do one search and then I need to do another because the keyword wasn’t used in there.  This is a good opportunity to get the title and/or keyword in there if you can.

Here are some examples (including the Campaign Type to give it some context):

  • Free Call – 15 Minute
  • Free Webinar Event – Save Time With Infusionsoft
  • Delivery – The Leveraged Lab VIP
  • Delivery – Strategy Session
  • Feedback – Infusionsoft Kickstart
  • Marketing Funnel – Event Automation

Campaign Convention

Based on the above, it’s time to bring this together.

Here are some examples:

  • LIVE – PROSPECTS – Free Report – Infusionsoft Hacks
  • LIVE – PROSPECTS – Free Call – 15 Minute Sales Call
  • DRAFT – CUSTOMER – Feedback – Automation ROI Pack
  • TEMPLATE – CUSTOMER – Recurring Monthly Webinar – The Leveraged Lab VIP
  • INACTIVE – PROSECT – Free Webinar – Save Time With Infusionsoft

What’s Really Important

This is just one naming conventions suggestions for use in Infusionsoft campaign builder.

Have you got another way you like to name or arrange your campaign names in Campaign Builder?  If so, would LOVE to hear, let us know!

There are many others out there, some that use numbering and some that use other approaches.  Find one that works best for you!

The important thing is to be consistent, develop a system that works for you, communicate that with other campaign builder users of your app and keep it up to date (as in if a free offer is no longer live, update the status of that campaign).

As you create more and more campaigns, this will make it easier to find and know at a glance the statue, nature and purpose of each campaign.

(NOTE: Want The Essential Infusionsoft Tag Guide?  Access the latest version of this tagging framework, see it in action in a real campaign and discover the immediate steps you must take to have tags work effectively in your business. Get your guide here.)

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