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There are a few ways that you can currently track and measure the impact of your direct mail and online gifting efforts.
At a person level you can see the outcome of your Reachdesk campaigns in the activity timeline. For example, below you can see that this person has been sent a 'Birthday Gift Card' and they have claimed it. These are populated as custom events and will update when a status changes:
You can also use lists to group contacts who have responded to a Reachdesk campaign in the same way, by using the details within the event to group i.e. by campaign name, status, etc.
For more holistic direct mail and online gifting reporting specifically relating to deal influence, there are a few options that you could call upon, using workflows.
*Coming in June 2021: HubSpot have promised attribution reporting related to custom events (like ours), which will enable you to report on Reachdesk's attribution alongside your other efforts, and a lot more seamlessly.
Option 1 - adding Reachdesk campaign/touch to a contact custom field
This will allow you to see the last Reachdesk campaign associated to a contact, related to deals (open and closed).
2 custom fields/properties on a contact:
1 single line text field, name this Reachdesk Campaign
1 boolean field, name this Reachdesk Touch
You can see contacts that have been 'touched' by Reachdesk campaigns in relation to associated open and closed deals.
Understand which Reachdesk campaigns could be influencing deals and deal value more than others.
New workflow needed per Reachdesk campaign so a little labour intensive, though you can clone workflows once you've created one, and just edit the campaign details.
HubSpot is only looking for one Reachdesk campaign touchpoint when there could be several, so in this setup we'd always take the last campaign attributed to a contact.
Our recommended workflow would be to update the 2 custom fields set out above when a Reachdesk send is made. The Reachdesk campaign custom field should be populated with the campaign name as it exists within Reachdesk. The Reachdesk Touch field will be populated with 'yes'.
These workflows should be set up per campaign, and it would look something like this:
If you would like to attribute claims or deliveries only to deals (not sends), you can change the criteria to listen for claim and delivery statuses instead - work out what metrics matter to you! That filter would look like this, if so:
Once your workflow is switched on, anyone sent your particular campaign will have those fields populated as a result. Once set up for each campaign, you can now build a 'contacts and deals' report to see the influence of Reachdesk campaigns on open and closed deals.
For open opportunities:
Select create custom report > cross-object and select contacts and deals.
For closed opportunities:
As above, select create custom report > cross-object and select contacts and deals.
Reports will look something like this, broken down by campaign 🧐:
For a higher level view, i.e. not by campaign, you can switch the filter out to use the Reachdesk touch field:
So your reports will look like this. You will see all contacts who have been touched by Reachdesk campaigns, and are associated to deals:
Option 2 - adding Reachdesk campaign status to a deal custom field
3 custom fields/properties on a deal:
1 single line text field, name this Reachdesk Send
1 single line text field, name this Reachdesk Claim
1 single line text field, name this Reachdesk Delivery
Set up just once (but set to re-run as below)
You can see if a deal has been created after a Reachdesk interaction.
Gives you a level on insight as to how many gifts are sent and potential impact on deals (number and value) over time.
High level, can't see which Reachdesk campaign.
We can't see contacts that have been touched by a Reachdesk campaign, then a deal has been created. We can only associate a Reachdesk activity when a deal exists. This is something we're actively trying to improve with the integration/ask of HubSpot.
Based on the bullet above, we have to re-run workflows at a regular cadence. As the Reachdesk activity taking place and the deal being created may happen at different times, we'd recommend running the above workflows once a month (as a new workflow) as you can't use the re-enroll feature based on this criteria; this will allow you to capture all those contacts who have been influenced by a Reachdesk campaign, and have a deal associated.
First lets look at setting up a workflow for Reachdesk sends:
You can then replicate this for claims:
We choose to put written values into these properties as it looks clearer on the reports.
To create the reports (6 in total), select deal report and use the filters below, changing the Reachdesk field for each report (send, claim and delivery):
and deal stage to open or closed:
You should then have reports like the below:
Open deals touched & not touched by Reachdesk Campaign
Closed deals touched & not touched by Reachdesk Campaign
Open deals with & without Reachdesk Claim
Closed deals with & without Reachdesk Claim
Open deals with & without Reachdesk Physical Delivery
Closed deals with & without Reachdesk Physical Delivery
Reminder: As the Reachdesk activity taking place and the deal being created may happen at different times, we'd recommend running the above workflows once a month (as a new workflow) as you can't use the re-enroll feature based on this criteria; this will allow you to capture all those contacts who have been influenced by a Reachdesk campaign, and have a deal associated.
Let us know if you're reporting in other ways! We will update our documentation once HubSpot release attribution for custom events 🤞