What are invitation campaigns?
Invitation campaigns on Ten Thousand Coffees are a strategy to drive adoption and engagement within a community. These campaigns allow admins to send invitation emails to specific groups of members or all community members.
By setting up an invitation campaign, community managers can create a series of drip emails with tailored value propositions to encourage members to claim their invitations and become active participants in the community. The campaign's performance can be monitored, and adjustments can be made as needed to optimize its effectiveness.
How do I set up an invitation campaign for my community?
Follow these steps to create a successful campaign:
1. Navigate to the "Invite Members" section and click on "Invitation Emails."
Note: If “Invitation emails” is not visible in the menu on the left hand side, you may need to enable them in your hub. Scroll to "Hub Settings", and under the Features enabled menu, enable invitation campaigns.
2. Edit the campaign name and which roles should receive the campaign by clicking the 3 dots to the right of member criteria.
By clicking on the arrow beside the campaign name, you’ll see that the hub includes our best practice default for invitation campaigns. It includes the initial invitation email, plus 3 follow-ups sequenced over 2 weeks.
3. To organize the member selection for the campaign, follow these steps:
Target Selection: Choose between targeting specific groups of members or sending the campaign to all community members.
Set Default Campaign. This means any member who doesn't fit the criteria of other campaigns will automatically receive this campaign.
4. Click Add email to create individual drip emails within the campaign.
5. Give each email a name, such as "Drip 1," "Drip 2," and so on. These naming conventions are not visible to members.
6. Choose an email subject and content that aligns with the value proposition for your community members.
7. Set the sending schedule for each email. Consider timing it strategically to drive adoption.
8. Save each drip email as you create it.
9. You can add additional drip emails to continue engaging members who haven't claimed their invitation, but 4 emails total is our recommended maximum.
10. You can also add translations for any email. We currently support Spanish, Canadian French, Japanese, or Korean.
- Open the Email Editor: Click on the three dots located next to the "sending schedule" option in the email you are working on.
- Access the Translate Feature: In the email editor, find and click on the "Translate" button.
- Choose a Language: Select from the available languages – Spanish, Canadian French, Japanese, or Korean – for the AI to generate a translation.
- Optional Personal Translation: If preferred, you can also provide your own translation instead of using the AI-generated one.
Once invitation email campaigns are set up, members who are added through any invite method (API integration, SFTP, bulk upload, or individual invitations) will receive this campaign.
Invitation email best practices
- The purpose of the drip campaign is to get members to claim their invitation. These emails should be focused on a tailored and explicit value proposition for them. Education and information should be delivered in a separate format that is not conversion driven, e.g., the Welcome page
- Focus most heavily on what will be immediately relevant to them. Consider: For each piece of content, ask "Will this help the member decide to join immediately?”
- In order to optimize for conversion, the emails should be short - 150 words or less. Consider a structure like the following:
- Opening: 10-15 words ◦ Start with a compelling hook. This could be a question, a surprising fact, or a bold statement that directly addresses the reader's interest or problem.
- Value Proposition: 50-60 words ◦ Clearly articulate the benefit to the reader. Focus on how your offer solves a problem or improves their situation. Make it specific and relatable to their needs.
- Call to Action (CTA): 20-25 words ◦ Be direct and clear about what action you want the reader to take. Use action-oriented language, and if possible, create a sense of urgency or exclusivity.
- Closing: 5-10 words ◦ End with a brief, friendly sign-off. This could be a simple thank you, a reminder of the CTA, or a short phrase that leaves a positive impression.
- Each drip email should focus on a different value prop, and should not be repeating the same information as previous emails. For instance, Email 1 could focus on professional growth opportunities, Email 2 on networking benefits, and so on.