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Call to Action Wizard

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Call to Action

A Call To Action is a marketing message or campaign that requests an action from the recipients of the messages such as membership renewal. This function in netFORUM combines templates with mailings lists in preparation for a mass mailing. You may also assign a CTA to a Messaging Campaign to keep track of your campaign goals if desired.

Adding a Call To Action

Note: You may also use the Call to Action Wizard to add a call to action if desired

To add a Call to Action:
  1. Click the Marketing tab.
  2. In the Calls To Action group item, click the Add Call To Action group item link. The Add Call To Action page displays.
  3. Complete the following fields as needed:
    Field Name Required? Description
    messaging campaign Optional To include this CTA as part of a messaging campaign, select the campaign in the drop-down.
    promotional code Optional Enter the promotional code for this CTA. This will help your business track your CTAs.
    external list Optional Click the external list check box if the recipients of this CTA are being populated from an external list. Choosing this option will disable several of the fields on the form that are no longer needed.
    hide on correspondence profile Optional Click this check box if you do not wish this CTA to appear on the correspondence profile.
    log customer activity Optional Click this check box to log the activity related to this CTA on the communications child form. This box is checked by default. This information will be displayed on the Individual Profile > correspondence tab > communications child form
    description Required Enter a description on what this CTA is supposed to achieve.
    list type Required The correct list type must be selected that matches the Correspondence Template you will be using. For example, if you choose a template based on Individuals, you must choose an Individual List Type. You must choose a list type which will determine the Data Sources and the Correspondence Templates you can use. (If you want to choose the data source with a mailing list, choose the list type of "Mailing List detail). For more information on List Types and Templates and how they work together, see Correspondence Templates.
    data source Required You may choose what data source you want to generate your data from. You may use a previously generated query or create a new one. You may also use an audience rather than a query as discussed below. The Data Source is a query that returns all the people you want to send this call to action email to. For example, if you choose to send to individuals, you must have a query in individual in CRM or click on the "add" button to add in a query. (NOTICE you must enter the name of the query and save it) If you want to send this call to action to a list of members, you must choose the "List Type" of Membership and a query in member. Note that Query Security is observed, and Queries with overridden SQL using Query Create SQL cannot be selected.

    You may click the Edit icon next to your chosen data source and modify your query directly within the CTA. This includes the ability to specify that parameters be Ask At Run-time. Also notice that a Set Parameters hyperlink next to the data source drop-down has been added. The Set Parameters hyperlink will allow you to use queries with Ask at Runtime parameters in Calls to Action which was not previously available. You may create a standard query that has several parameters, for example, and then reuse this query within several Calls to Action without making any modifications other than setting the Runtime parameters when the Call to Action is created.

    audience Optional You may also use an Audience with your CTA as your data source instead of selecting a query which is what is currently displayed in the example above. Note that if you choose to use an audience, you must modify your query through the audience itself rather than through the data source as described above. When using an audience, the data source drop-down will not be visible. You may not use an audience and a data source at the same time for a CTA.
    correspondence template Required Choose or add the template you want to use for your CTA in this drop-down field. Add a new template by clicking the Add Plus.jpg button.
    mailing type Required Select the mailing type that this CTA should be distributed to. Note that if the member has opted-out of this mailing type, they will not receive the e-mail unless that member is part of a seed list which will override that setting.
    seed list Optional This will enable you to select a seed list in the drop-down to distribute the e-mail to. Note that members on the seed list override mailing type opt-outs.
    files to attach Optional Browse your computer to attach any files that should be distributed with the CTA.
    attachment(s) Optional Highlight attachments that have been added and click the Remove button to remove them from the CTA.
    delivery method Required Use the drop-down to specify a delivery method. Your choices are:
    • User Preference - Will deliver based upon the user's specified preference such as e-mail or fax.
    • E-mail - Will deliver to e-mail regardless of user preference.
    • Fax - Will deliver to fax regardless of user preference.
    • Mail - Intended to handle direct mailings regardless of user preference.
    cost package Optional Cost packages allow you to track certain costs associated with Marketing initiatives. There are two types of cost packages. The first allows you to specify a fixed price and have that fixed price applied each time the cost package is used. The second type of cost package allows you to set up a cost package that has its price set manually each time it is used. Also note that if a cost package is selected at the time of send, the cost record created will be multiplied by the number of recipients. View the Cost Package topic for set-up.
    from Required Specify the e-mail addresses that the Call to Action will appear from. This two drop-down is managed exactly like all communication templates are in netFORUM with User Email Alias (manipulated by editing the User's record in the Admin module).
    create document Optional Use the Create Document drop-down to create a document of your CTA. You may choose to include all returned records or by the segments you define which are explained in the next section. This functionality will merge the recipients information with the template selected and put the merged text in the document created to be printed and mailed. Note that the document can be created if delivery method is Mail or User Preference. If User Preference, only customers who list Mail as the preferred method will be placed in the document. The physical mail child form on the CTA profile provides a listing of individuals who will receive the mailing that may be exported and sent to a mail house.
    reply to Optional Specify the e-mail addresses that the Call to Action recipients will reply to if they choose to reply. This two drop-down is managed exactly like all communication templates are in netFORUM with User Email Alias (manipulated by editing the User's record in the Admin module).
    schedule type Required Choose a schedule option for the delivery of the message:
    • One Time - Immediate - The message will be sent immediately.
    • One Time - Schedule - You are able to schedule a future date and time.
    • Recurring - You are able to schedule multiple delivery times for a correspondence. You are able to determine a start date and time, end date, as well as how often it is delivered. You may also set a daily interval with recurring scheduling.

    Note: One-time delivery options cannot be rescheduled. To send a message again, create a new CTA.

    send with high priority? Optional Click this check box to flag the CTA as a high priority message.
    test email Optional Use the test email field to specify an email address to send a test email to. You may specify to send the test email as HTML or text in the As drop-down field. When you have completed the Test Email and As fields, click the Send test email button to send the email.
    as Optional Select the format in which you would like the test e-mail sent.
    segment? Optional Click the segment? check box to enable segmenting for this CTA.
  4. Click the Save button to complete your CTA.

Using External Lists

The ability to use external lists in Calls to Action allows you to track marketing sent through external vendors. External lists can be associated to source codes and costs to help determine the ROI on the external mailing. The source codes will need to be provided as part of the external mailing in such as way that they will come back to netFORUM on the transaction. This is described in more detail on the source code topic.

To use an external list in your Call to Action, complete the following steps:

  1. Follow the steps outlined in Adding a Call to Action, to begin creating your Call to Action.
  2. Click the external list? checkbox.

    Clicking the external list? checkbox will cause several of the fields on the Add - Call to Action form to become hidden. For external lists, these fields are not necessary. In addition, two new fields become available; list name and number sent.

  3. If desired, you may enter a name for the list in the list name field. This will help you identify which list was used for this Call to Action.
  4. You may also specify how many messages were sent out based on the number of individuals on the external list by entering that value in the number sent field.
  5. Continue setting up the Call to Action as described in Adding a Call to Action.
  6. When done, click the Save button.

Segmenting a Call To Action

Once the Call To Action is created, use the segment checkbox to organize the returns you receive by column, number of records, or to define a custom segment. Segmenting is used for breaking up a single message communication into multiple groups for the purposes of more targeted messages and/or to track the effectiveness of a message compared to another. This will then help you determine which message was most effective.

For example, the image below demonstrates a CTA that has a segment type of column that is segmented by state. Note that you must use a data source that allows for the correct fields that may then be segmented (such as the state field). In other words, your data source (query or audience) must contain some Query Columns and not just the default set of result fields.

When you first segment your CTA, you will receive a needs update message on each segment. Editing the segment will allow you to make the appropriate updates such as choosing a specific template per segment if desired. For example, you might send a different template to recipients in North Carolina versus Oklahoma for this example. You may choose the Start Date and Start Time and assign a Cost Package for each segment. The image below demonstrates how an individual segment may be edited.

Once saved, notice that the message switches to updated.

Once you save your CTA, the segments you have set-up also appear on the segments child form so that you may check their send status (pending or completed).

You may also choose a segment type of number of records which is useful for marketing tests when used in conjunction with randomizing results at the query level to obtain random groups of people/results. For example, using the same CTA as above, the results are segmented using a segment type of Number of Records and a 4 is entered in the segment by: field. This means to "select records and/or rows every 4 rows". Just as with the column segment, you may choose to select a different template per segment and each segment selected will appear in the segments child form.

Segmenting a Call to Action Using an External List

Segments can be created for Calls to Action that use an external list. Segments for Calls to Action with external lists can provide you with the following:

To create a segment for a Call to Action that is using an external list, complete the following:

  1. Review the Segmenting a Call To Action section above on how segments are created.
  2. After clicking the segment? checkbox, the segment type drop-down menu will appear.
  3. Expand the segment type drop-down menu and select External. After making your selection in the segment type drop-down menu, the Create Segment link will appear.
  4. Click the Create Segment link, this will open the Add - Call to Action Segment pop-up window.
  5. To track the number of messages sent for this external list, enter that value in the number sent field.
  6. To set a cost package for this segment, select it from the cost package drop-down menu.
  7. To add a single source code for all of the links in the Call to Action message, click the Add source code to all links? checkbox.
  8. Select the source code you wish to assign to all of the links in the Call to Action message from the associated drop-down menu.
  9. If you would like to assign a different source code to each link in the message, click the Use different source codes per link? checkbox.
  10. When finished, click the OK button.

    The Add - Call to Action Segment pop-up window will close and the Add - Call to Action form will refresh to show the newly added segment.

Creating a Custom Segment with a Complex Where Clause for a Call to Action

You may also create a custom segment for your Call to Action which allows you to add additional query parameters to your segments based upon the main audience for your segment. You might create a query condition for your segment, for example, that will include only people who have a last name that begins with 'G'.

To create a custom segment:

  1. Select Custom in the segment type drop-down menu. Then click the Create Segment hyperlink next to the drop-down.
  2. A Query Conditions window appears where you may begin adding additional conditions to the query you selected when you created your Call to Action. This window functions just as if you were creating a regular query. If you are not familiar with creating and modifying queries, view the topic on Adding a New Query. In the example below, a custom segment is created using female registrants in the state of VA.
  3. Note that Where clauses for custom segments may be saved and reused if you so choose.

Messaging Job Setup Wizard

This wizard walks you through the steps of adding a Call to Action.

Adding Source Codes to Calls to Action

Source Codes can be added to a Call to Action to help track its effectiveness. You can set up your Call to Action to track all items to the same Source Code or multiple Source Codes. You can also set up your segments to use Source Codes for tracking.

In order to add Source Codes to the links in an email message, the messaging template being used for the email must have hyperlinks in the body of the message. As you create your Call to Action you will be given the option to add Source Codes to the link(s) in your email message.

Adding Source Codes to Call to Action Emails Using the Call to Action Wizard

Using the Same Source Code for All Links in an Email Message

To add Source Codes to the hyperlinks when creating a Call to Action using the Call to Action Wizard, you must click the add source codes to template links? checkbox to enable Source Codes to be added to the links in your message.

Clicking this checkbox will allow you to select the Source Code to use for the links in your message.

After clicking the Next button you will be taken to the Call to Action - Source Codes page. Expand the Link Source drop-down menu and select the Source Code you would like applied to all of the links in your message.

Continue the process of creating your Call to Action using the Call to Action Wizard to save your selection.

Tip: When manually creating a Call to Action you can click the add source codes to all links? checkbox and select the Source Code you would like to apply to all links in the Call to Action email message.

Using Multiple Source Codes for the Various Links in an Email Message

When the messaging template used in your Call to Action contains more than one hyperlink, you may wish to track each hyperlink individually with its own Source Code. To track each link individually, click the add source codes to template links? checkbox to enable Source Codes to be added to the links in your message.

Clicking this checkbox will allow you to select the Source Code(s) to use for the links in your message.

After clicking the Next button you will be taken to the Call to Action - Source Codes page. Click the different source per link? checkbox. Clicking this checkbox will display each of the links contained in the messaging template used.

To add the Source Codes, expand the source code drop-down menu and select the Source Code for each link. When you have selected all of the Source Codes for the links, click the Next button to continue through the Call to Action Wizard.

To exclude a link from being assigned a Source Code, click the Delete General delete icon.png icon next to the link you wish to eliminate.

You also have the option to add a new Source Code by clicking the Add Generall add icon dark.png icon and following the steps to create a Source Code.

To edit an existing Source Code, expand the source code drop-down menu and highlight the Source Code you wish to edit. Once you have the correct Source Code highlighted, click the Edit General edit icon dark.png icon to open the Edit - Source Code pop-up window.

Tip: When manually creating a Call to Action you can click the Add source codes to all links? and the Use different source codes per link? checkbox and select the Source Codes you would like to apply to the links in the Call to Action email message.

Adding Source Codes to Segments for E-Mail Messages

The process for adding Source Codes to segments is almost identical to those outlined above. You must set your Call to Action to split the recipients of the message into multiple segments by clicking the split recipients into multiple segments? checkbox.

In addition, you must also click the add source codes to template links? checkbox.

After completing the normal steps to create your segments, you must edit your segments to assign the Source Code(s).

Open your segments for editing by clicking the Edit icon. Click the add source to links? checkbox and expand the associated drop-down menu to select the Source Code you would like to apply to all of the links in the message.

If you would like to add different Source Codes to the individual links in the segment, open the segment for editing and complete steps to add individual Source Codes .

Adding Source Codes to Call to Action Direct Mailings Using the Call to Action Wizard

In order to add Source Codes to the links in a direct mail message, the messaging template being used for the mailing must have a special Source Code placeholder present. This Source Code placeholder can apply to the entire mailing, or it can be associated to individual elements of the mailing (such as URLs, etc.)

If the Correspondence Template being used for the Call to Action contains Source Code placeholders, they will automatically be added to the Call to Action.

Mapping Source Code Placeholders to Source Codes

As you progress through the Call to Action Wizard you will arrive on the Call to Action - Source Codes page. This page will list each of the Source Code placeholders that were found in the Correspondence Template that was chosen during the Call to Action setup portion of the wizard. If the Source Code placeholder used matches an existing Source Code, that Source Code will be automatically associated with that placeholder and will not be able to be edited. If the Source Code placeholder used does not match an existing Source Code, the source code field on the Call to Action - Source Codes page will be blank and the drop-down menu will be actionable.

To assign a Source Code to a placeholder, expand the associated source code drop-down menu and select it from the list.

If the Source Code that you would like to associate to the placeholder in the template does not exist, you can click the Add General add icon dark.png icon to open the Add - Source Code pop-up window. Follow the steps outlined on the Source Code page to add your new Source Code. Once added, it will be automatically assigned to the desired placeholder.

You may also edit an existing Source Code by expanding the source code drop-down menu, selecting the desired Source Code, and clicking the Edit General edit icon dark.png icon next to selected Source Code. This will open the Edit - Source Code pop-up window for the selected Source Code where you can make any changes necessary.

To delete a Source Code placeholder from the Call to Action, click the Delete General delete icon.png icon next to the Source Code Placeholder you wish to remove.

Adding Source Codes to Links without Placeholders in a Direct Mailing

If the Correspondence Template you are using for your Direct Mailing contains links without Source Code placeholders, you can also map them using the Call to Action Wizard.

To add Source Codes to links in the Correspondence Template that do not have Source Code placeholders, click the add source code to template links? checkbox on the Call to Action Wizard | Call to Action page.

Tip: If the Correspondence Template being used has Source Code placeholders used anywhere in the template, you do not need to select this checkbox.

On the Call to Action - Source Codes page you have two options. You can choose to add the same Source Code to all of the links (that do not have Source Code placeholders) by selecting the Source Code to use from the Link Source drop-down menu. This will apply the selected Source Code to all of the links (that do not have Source Code placeholders) in the Correspondence Template.

You may also choose to add different Source Codes to each link in the Correspondence Template by clicking the different source per link checkbox. This will display a list of all of the hyperlinks in the Correspondence Template along with a corresponding source code drop-down menu. To select the Source Code to use for a link, expand the source code drop-down menu and select it from the list.

Clicking the Add icon next to the source code drop-down menu for a specific link will allow you to create a new Source Code for that link if needed.

Selecting a Source Code from the source code drop-down menu and clicking the Edit icon next to the selected source code for a specific link will allow you to edit that Source Code.

To delete a link from the Source Code mappings for a Call to Action, click the Delete icon next to the link you wish to remove. Note, this does not remove the link from the Correspondence Template, it only removes the ability to associate a Source Code to that link.

Managing Calls To Action

The Call to Action Profile lets you view message statistics, a messaging campaign prospect list, a list of invalid e-mail addresses, the messaging campaign mailing list, segments, and contact information.

From the Call to Action Profile, you can schedule correspondence so that it is sent one of three ways:

The Call to Action combines the correspondence information and the mailing list information in preparation for a mass mailing.

The Call to Action Profile page has a summary of the messaging campaign information. It includes the following:

Messaging Campaign

Call To Action

Child forms include:


Copying a Call to Action

From the Call to Action Profile, you can click the Copy Call to Action icon in the Action Bar to copy a Call to Action without segments or click the Copy Call to Action w/Segments icon to copy a Call to Action that has been segmented. Note that a copied Call to Action is related to the same campaign as the original call to action which will allow for reviewing the effectiveness of a sequence of calls to action.

To Copy a Call to Action:
  1. From the Call to Action profile, click the appropriate CTA icon depending upon if the CTA has been segmented. The Call to Action Copy Wizard will appear, seen below.
  2. Notice that the Call to Action Copy Wizard functions essentially as an Add form in that you may make edits and changes as needed to the CTA before clicking the Save button. Once the Save button is clicked, you are taken to the new CTA profile.

Scheduling Call to Action Correspondence

From the Call to Action Profile, you can schedule correspondence so that it is sent immediately; scheduled for delivery on a specific day at a specific time; or scheduled for recurring delivery at a certain time, on a certain day of the week or month, for a set period of time.

To Schedule a Call to Action Correspondence:

  1. Go to the Call to Action Profile.
  2. In the Actions Bar, click the Edit button. In the schedule type drop-down, choose your scheduling method.

To queue the correspondence for immediate delivery:

  1. Choose - One-Time - Immediate.
  2. Click Save.

To schedule the correspondence to be sent in the future:

  1. Click One-Time - Scheduled.
  2. Select the desired date of delivery using the pop-up calendar.
  3. Select the time of delivery.
  4. Click Save.

To schedule the correspondence for recurring delivery:

  1. Choose Recurring.
  2. Choose a start date and an end date from the calendars.
  3. Select the time of delivery.
  4. Select an interval such as weekly or monthly. You also have the ability to select a daily interval.

Important! Recurring CTAs: At this time each messaging job runs the query T-SQL commands in real-time, but does not re-generate the T-SQL commands based on their query definition. In other words, your query will run fresh on each messaging job, but dynamic variables will not be refreshed. For example, the dynamic variable {CurrentDate} will save the first messaging job's date and that date will be used in every recurrence afterwards.

Example of a recurring delivery (to send correspondence every Monday from July 7 to August 4 at 10:00 a.m.):

  1. Select July 7 from the Start Date calendar.
  2. Select August 4 from the End Date calendar.
  3. Select 10AM from the At drop-down lists.
  4. Select weekly from the Interval drop-down list.
  5. Click Save. This schedules the correspondence to be sent every Monday, at 10 a.m., between the two chosen dates.

Note: To schedule a correspondence to be sent on the same day of the month between two given dates, select the two desired dates as above, and select Monthly from the Interval drop down list.  This will send the correspondence on the same day of the month for the desired time interval.

Viewing a List of Call to Action Recipients

To view a list of recipients:

1. Navigate to the Messaging Campaign Profile by clicking on the Messaging Campaign Name.

2. On the call to action child form, open the Call to Action folder. A list of the recipients displays.

Resending a CTA

If you have a CTA set to send immediately and you want to resend it you are able to do so easily.

To resend a previously sent CTA:

1. Navigate to the CTA Profile

2. Click the Refresh List button on the Actions Bar

Important! CTA Delivery Failure: If a Call to Action fails to deliver to a specific email address as a result of two hard bounces within 30 days (with no intervening successes), that email address will be marked as invalid by netFORUM. This is only if the MagnetMail integration is on and the Call to Action is sent through MagnetMail. Also, the two hard bounces/30 day rule is a MagnetMail setting and used at their discretion on what to mark invalid based on that.

Changing the Correspondence Template

If a recurring Call to Action has previously been scheduled and you wish to change the content of the email Correspondence Template that is being sent via the Call to Action, the schedule will need to be re-established. To do this, you can [edit] the Call to Action profile with the appropriate start date for the next scheduled run of that Call to Action. The system will remove all un-sent records and re-establish the schedule using your updated Correspondence Template.

Adding a Cost to a Call to Action

To add a cost to a call to action, complete the following steps:

  1. Open the Call to Action profile.
  2. Expand the cost child form.
  3. Click the add icon located on the right side of the cost child form.
  4. This will open the Add - Cost page.

    The call to action drop-down menu will default to the Call to Action you are currently working with.

  5. To apply the cost to a specific segment of the Call to Action, expand the segment drop-down menu and select the desired segment.
  6. Expand the cost package drop down menu.

    This list displays all of the cost packages that have been set up with the package? checkbox checked.

    See Cost Package for details about setting up a cost package.

    After choosing the cost package, the unit cost field will update with the cost set for this cost package during set up. This field can be edited if necessary.

  7. Enter the number of individuals who will receive this Call to Action in the number of recipients field.

    The total cost field will update to reflect the number of recipients x unit cost.

  8. Click the Save button.

    Note: You can also add a cost package to a Call to Action when you are initially adding the Call to Action.

Technical Information

Check for Duplicate Emails

Within the netFORUMMessagingCE.exe.config file located with the binary file there is an option to have the call to action check for duplicates. If this is set to true it will. If not then it will send to duplicate emails as well.

Email Settings

When emails from the Call to Action are delivered, the sender email address and sender name are set automatically based on the email address and user friendly name (or user code if friendly name is empty) of the logged in User who added the Call to Action. See the screenshot below of this example:


It is not possible to change these settings unless you choose to schedule the mailing in the future. If you do this, then you can edit each scheduled message from the scheduled messages child form and change the email message from name and message from e-mail address as shown below:


Magnet Mail Opt-Out Synchronization

When a message is sent from a netFORUM Call to Action via Magnet Mail, it can be configured to always include an unsubscribe link at the bottom of the message.

When a user clicks this link, they are taken to a page that will automatically opt them out of further communications of that mailing type. The nightly process that brings data back from Magnet Mail to netFORUM will then create the optout record in netFORUM based on the mailing type of the call to action that was used to send the message.

List Type

The items in the List Type DropDownList are based on netFORUM Objects that have correspondence enabled. Additionally, the Object must have a Data Object for which the Table of data object has the email field (md_table.mdt_email_column) configured properly. Finally, if the object is a Static Facade Object, the SupportsCorrespondence property must be set to true.

If there is a netFORUM Object on which you want to generate an email, and it is not in this dropdownlist, be sure to make sure that the Object isn't named something you thought it would be named. If the object truly is not in the list, then do the following if possible:

  1. First, ensure that the Object is a dynamic data object (i.e. the assembly is Avectra.netForum.Data.DynamicFacade). If the assembly is anything other than that, then Avectra will need to ensure that it supports correspondence by having the SupportsCorrespondence flag set to true. Check with Avectra and reference this section.
  2. Ensure that the Object contains a data object to either the co_customer or co_email table so that the email column in that table will be accessible to the object. If it doesn't, then that particular Object cannot support correspondence because it doesn't have an association with a customer. Do not just add a new data object to the object because this could have unintended consequences. If the object does not have a linkage to a customer, then perhaps you're looking at the wrong object.

    3. Note: The code that determines the email address field is FacadeClass.GetEmailField.

  3. Assuming the first two points above are OK (i.e. the Object is based on DynamicData and it has a data object to either Customer or Email), then select the supports correspondence tab on the Object.

Query Create SQL

As described elsewhere, queries with overridden SQL created by Query Create SQL cannot be used in a Call to Action. The Call to Action process does many manipulations to the SQL coming in to extract the customer key and the record key for the object it needs to load for sending the email. For this reason, the framework relies on the general query structure and cannot work with random inline T-SQL or a stored procedure. As an alternative, you can use a view to encapsulate additional SQL logic and then add that as a table join to the query tool.

Magnet Mail Opt-Out Synchronization

When a message is sent from a netFORUM Call to Action via MagnetMail, it can be configured to always include an unsubscribe link at the bottom of the message.

When a user clicks this link, they are taken to a page that will automatically opt them out of further communications of that mailing type. The nightly process that brings data back from Magnet Mail to netFORUM will then create the opt-out record in netFORUM based on the mailing type of the call to action that was used to send the message.

Process Flow for Call to Action

Once a user has initiated a message to be sent from a call to action using a messaging integration, netFORUM will perform the following steps to get the message sent: