[ADD] email marketing: lost leads email doc

closes odoo/documentation#8460

X-original-commit: 9ff60ea1d7
Signed-off-by: Zachary Straub (zst) <zst@odoo.com>
Co-authored-by: StraubCreative <zst@odoo.com>
Co-authored-by: tiku-odoo <tiku@odoo.com>
Co-authored-by: ksc-odoo <ksc@odoo.com>
Co-authored-by: samueljlieber <sali@odoo.com>

content/applications/marketing/email_marketing.rst

@@ -14,8 +14,9 @@ designed to simplify the otherwise complex process required to create engaging e
 successful campaigns, and track their overall effectiveness in a single application.
 
 .. seealso::
-   - :doc:`/applications/marketing/email_marketing/mailing_lists`
-   - :doc:`/applications/marketing/email_marketing/unsubscriptions`
+   - :doc:`email_marketing/mailing_lists`
+   - :doc:`email_marketing/unsubscriptions`
+   - :doc:`email_marketing/lost_leads_email`
 
 Email marketing dashboard
 =========================
@@ -167,6 +168,8 @@ On this :guilabel:`Settings` page, there are three features available. The featu
   mailings. When enabled, Odoo reveals a new field (and link), in which the specific server
   configurations must be entered, in order for it to connect properly to Odoo.
 
+.. _email_marketing/create_email:
+
 Create an email
 ===============
 
@@ -441,3 +444,4 @@ the mailing, as well.
 
    email_marketing/mailing_lists
    email_marketing/unsubscriptions
+   email_marketing/lost_leads_email

content/applications/marketing/email_marketing/lost_leads_email.rst

@@ -0,0 +1,357 @@
+=============================
+Lost leads reactivation email
+=============================
+
+In Odoo, lost leads are removed from the active *CRM* pipeline, but can still be targeted with the
+*Email Marketing* application for strategic campaign purposes, such as lost leads reactivation.
+
+A lost leads reactivation email looks at the leads that were lost during a specific period of time,
+and uses custom filters and lost reasons to exclude undesirable leads from the mailing list.
+
+Once a lost leads reactivation email is complete, it can be sent as is, modified and sent to
+different groups for A/B testing, or saved as a template for later.
+
+.. example::
+   A warehouse has leftover merchandise from a limited run of items from last year. To help clear
+   out the excess inventory, the warehouse manager creates a lost leads email to reach out to old
+   opportunities that were lost, and inform them that the limited merchandise is back in stock.
+
+   The warehouse manager uses the following filters for a lost leads email:
+
+   - :guilabel:`Blacklist` *is* `not set`
+   - :guilabel:`Created on` *>=* `01/01/2024 00:00:01`
+   - :guilabel:`Stage` *is not in* `New`, `Qualified`, or `Won`
+   - :guilabel:`Lost Reason` *is in* `Not enough stock`
+   - and either :guilabel:`Active` *is* `set` or `not set`
+
+   .. image:: lost_leads_email/example.png
+      :align: center
+      :alt: A lost leads reactivation filter list excluding lost reasons like Too Expensive.
+
+.. tip::
+   As filters are added and removed, pay attention to the :guilabel:`# record(s)` value below the
+   filtering section. This value indicates the total number of records that match the current
+   criteria.
+
+   To view a list of all matching records, click the :guilabel:`# record(s)` text.
+
+   .. image:: lost_leads_email/records.png
+      :align: center
+      :alt: The # record(s) text is located below the list of Recipient filters.
+
+Minimum requirements
+====================
+
+In order to create and deliver a lost leads reactivation email campaign, the *CRM* and *Email
+Marketing* applications **must** be :ref:`installed <general/install>` and configured.
+
+Here are the minimum necessary filters that pertain to a lost leads reactivation mailing campaign:
+
+- The :ref:`Recipients <email_marketing/recipients_field>` field **must** be set to the
+  *Lead/Opportunity* model.
+- A :ref:`Blacklist <email_marketing/blacklist_filter>` filter to exclude unsubscribed recipients.
+- A :ref:`Created on <email_marketing/created_on_filter>` to target leads that were lost during a
+  specific period of time.
+- :ref:`Stage <email_marketing/stage_filter>` filter(s) to exclude leads that were already won, or
+  are still active in new stages of the sales pipeline (i.e. *New*, *Qualified*, etc.). These values
+  will be different per organization; however, it's minimally viable to exclude all the leads in the
+  *Won* stage.
+- One or more :ref:`Lost Reason <email_marketing/lost_reason_filter>` filters to exclude undesired
+  leads, such as duplicate, spam, or irrelevant records.
+- A pair of :ref:`Active <email_marketing/active_filter>` filters to target *both* active and
+  inactive leads.
+
+Add the necessary filters
+=========================
+
+First, navigate to the :menuselection:`Email Marketing` app, and on the :guilabel:`Mailings` page,
+click the :guilabel:`New` button in the top-left corner.
+
+.. _email_marketing/recipients_field:
+
+On the new :guilabel:`Mailings` form, enter an appropriate :guilabel:`Subject` line for the email in
+the corresponding field. Then, in the :guilabel:`Recipients` field, choose the
+:guilabel:`Lead/Opportunity` model from the drop-down menu.
+
+.. _email_marketing/blacklist_filter:
+
+In the rules section, located beneath the :guilabel:`Recipients` field, click the modify filter
+(:guilabel:`▶ (triangle pointing right)`) icon to expand the filter rules. Leave the default
+:guilabel:`Blacklist` rule in place.
+
+.. _email_marketing/created_on_filter:
+
+Created on
+----------
+
+Begin by clicking :guilabel:`New Rule` beneath the default :guilabel:`Blacklist` rule. Then, click
+the first field of the new rule that appears, and select the :guilabel:`Created on` parameter from
+the drop-down menu. With that in place, a specific time period during which the targeted leads were
+lost can be designated (e.g. 30 days prior, 90 days prior, previous year, etc.).
+
+Then, in the second field, select :guilabel:`<= (less than or equal to)`, :guilabel:`>= (greater
+than or equal to)`, or :guilabel:`is between` as a date operator, in order to frame the time
+selection chosen in the third field.
+
+In the third field, use the calendar popover window to select dates, and click :guilabel:`Apply` to
+lock in the time range.
+
+.. image:: lost_leads_email/created-on.png
+   :align: center
+   :alt: A custom filter rule setting the time period to be anything before today's date.
+
+.. important::
+   When there is more than one rule applied, make sure the statement at the top of the
+   :guilabel:`Recipients` filter list reads: :guilabel:`Match all of the following rules`. If it
+   does not, click on the statement, and select :guilabel:`all` from the drop-down menu (as opposed
+   to :guilabel:`any`).
+
+   .. image:: lost_leads_email/match-all.png
+      :align: center
+      :alt: The statement at the top of the filters list, with the drop-down menu open.
+
+.. _email_marketing/stage_filter:
+
+Stage
+-----
+
+Now, add the :guilabel:`Stage` filter to exclude leads that are in the *New*, *Qualified*, and *Won*
+stages of the sales pipeline.
+
+.. note::
+   This step assumes that the *New*, *Qualified*, and *Won* stages exist in the CRM pipeline;
+   however, stage names may differ from business to business. Refer to the database's actual stage
+   names in the *CRM* app's pipeline to complete this step, accordingly.
+
+Begin again by clicking :guilabel:`New Rule` and select :guilabel:`Stage` from the first field's
+drop-down menu. In the second field, select the :guilabel:`is not in` operator, and in the third
+field, select the :guilabel:`New`, :guilabel:`Qualified` and :guilabel:`Won` stages to define the
+rule's parameters.
+
+When the rule is added in this way, the logic in the third field renders as :code:`OR` (`|`)
+statements.
+
+.. image:: lost_leads_email/stage-is-in.png
+   :align: center
+   :alt: Include multiple Stages in the filtering rule, using the "is in" operator.
+
+.. tip::
+   Another way to add *Stage* rules, is to do so on a one-rule-per-row basis using the
+   :guilabel:`contains` or :guilabel:`does not contain` operators, and manually typing out the
+   defining characters in each stage name. This method, however, only allows for one selection at a
+   time, which can be useful for quickly turning on/off filters in the :guilabel:`Search...` bar.
+
+   .. image:: lost_leads_email/stages.png
+      :align: center
+      :alt: Three filter rules requiring that the Stage does not contain New, Qualified, or Won.
+
+.. _email_marketing/lost_reason_filter:
+
+Lost Reason
+-----------
+
+Next, add one or more :guilabel:`Lost Reason` rules to exclude leads that should **not** be targeted
+for specific :doc:`lost reasons <../../sales/crm/pipeline/lost_opportunities>`.
+
+To do that, create another :guilabel:`New Rule`, once again. Then, in the rule's first field, select
+:guilabel:`Lost Reason` from the drop-down menu. For the operator, choose either :guilabel:`is not
+in` or :guilabel:`does not contain` from the drop-down menu. With either selection, use the third
+field to enter a lost reason (or multiple lost reasons, depending on your operator choice) to
+include in the rule.
+
+If choosing the :guilabel:`does not contain` operator, then repeat the preceding steps to add more
+lost reasons, as needed, where each lost reason occupies one rule row at a time.
+
+For more information, refer to the section below outlining how to :ref:`select appropriate lost
+reasons <email_marketing/select_lost_reasons>`.
+
+.. image:: lost_leads_email/reasons.png
+   :align: center
+   :alt: A list of filter rules that exclude all lost reasons other than the desired reason.
+
+.. _email_marketing/active_filter:
+
+Active
+------
+
+Finally, add a pair of :guilabel:`Active` filters to include both active and inactive leads for the
+campaign.
+
+.. important::
+   Adding both active *and* inactive lead records is necessary to capture the full scope of lost
+   leads in the database. Doing one without the other greatly impacts the number of targetable
+   records for the email campaign, and does **not** include a complete or accurate lost leads
+   audience.
+
+First, click the :guilabel:`(Add Branch)` icon on the most recently created rule (e.g.
+:guilabel:`Lost Reason`), which is the middle of three icons located to the right of the rule row.
+Doing so adds a pair of :guilabel:`any of` rules. Then, in the top rule's first field of the
+newly-created branch, select the :guilabel:`Active` parameter from the drop-down menu. The rule then
+automatically fills out to read: :guilabel:`Active` *is* `set`.
+
+For the first field of the bottom rule of the branch, select :guilabel:`Active` from the drop-down
+menu again. However, this time, select :guilabel:`is not` from the operator drop-down menu in the
+second field. The rule should then read: :guilabel:`Active` *is not* `set`.
+
+.. image:: lost_leads_email/active.png
+   :align: center
+   :alt: A pair of Match Any Of filter rules that include both active and inactive leads.
+
+Add body content
+================
+
+Now, with the domain section of the email campaign complete, create the body content of the email
+using any of the premade stylized templates, or choose between the :guilabel:`Plain Text` or
+:guilabel:`Start From Scratch` options for more granular control. For more information, refer to the
+*Email Marketing* :ref:`documentation on how to create an email <email_marketing/create_email>`.
+
+.. tip::
+   To save the set of filters for later use, click :guilabel:`Save as Favorite Filter 💾 (floppy
+   disk)`, enter a name (such as `Lost Leads`), and click :guilabel:`Add`.
+
+   .. image:: lost_leads_email/favorite-filter.png
+      :align: center
+      :alt: The Save as Favorite Filter pop-up can save the lost leads criteria for later.
+
+Send or schedule
+================
+
+Once all the components of the email campaign are complete, either:
+
+- click the purple :guilabel:`Send` button at the top-left of the form to immediately send the
+  email; or
+- click the gray :guilabel:`Schedule` button, located to the right of the :guilabel:`Send` button,
+  to send the email at a future date and time.
+
+.. tip::
+   Consider using *A/B Testing* to send an alternate version of the email to a percentage of the
+   target leads. This can help determine what subject lines and body content produce the best
+   click-through rates, before sending a final version to the remaining leads.
+
+   To do so, open the :guilabel:`A/B Tests` tab on the mailing form and check the box next to
+   :guilabel:`Allow A/B Testing`. Then, adjust the parameters as needed, and click :guilabel:`Create
+   an Alternative Version`.
+
+   .. image:: lost_leads_email/ab-testing.png
+      :align: center
+      :alt: The A/B Tests tab with the Allow A/B Testing box checked to create an alternate version.
+
+.. _email_marketing/select_lost_reasons:
+
+Select appropriate lost reasons
+===============================
+
+When a lead is marked as lost, Odoo recommends selecting a *Lost Reason* to indicate why the
+opportunity did not result in a sale. Doing so keeps the pipeline organized and reporting data
+accurate, and generates potential to follow up with the lead in the future.
+
+If an existing *Lost Reason* is not applicable, users with the necessary permissions can create new
+ones, which means the lost reasons in a database can vary from organization to organization, and
+from pipeline to pipeline.
+
+For more information on *Lost Reasons*, including the creation of them, refer to
+:doc:`../../sales/crm/pipeline/lost_opportunities`.
+
+By default, Odoo includes a few common *Lost Reasons*, such as:
+
+- *Too expensive*
+- *We don't have people/skills*
+- *Not enough stock*
+
+When determining which reasons to include in a lost leads reactivation email, consider what the
+email is advertising, in order pinpoint one or more relevant lost reasons. Then, add a rule stating,
+:guilabel:`Lost Reason` *does not contain* `_____` for every reason in the database, **except** for
+the relevant one(s).
+
+.. example::
+   If the email advertises a selection of previously-limited merchandise that is now back in stock,
+   it makes sense to target leads with the lost reason: *not enough stock*.
+
+   .. image:: lost_leads_email/out-of-stock.png
+      :align: center
+      :alt: A list of filter rules that exclude all lost reasons except for Out of Stock.
+
+   If the email advertises a price reduction, it makes sense to target leads with the lost reason:
+   *too expensive*.
+
+   .. image:: lost_leads_email/too-expensive.png
+      :align: center
+      :alt: A list of filter rules that exclude all lost reasons except for Too Expensive.
+
+Analyze the results
+===================
+
+After sending a lost leads reactivation email, marketing teams can use the smart buttons along the
+top of the email to analyze the results, and determine follow-up actions.
+
+Clicking on any of the smart buttons opens a list of records matching that button's specific
+criteria.
+
+.. image:: lost_leads_email/smart-buttons.png
+   :align: center
+   :alt: The Mailing page of a sent email showing the smart buttons along the top of the page.
+
+The smart buttons include:
+
+- :guilabel:`Sent`: total number of emails sent.
+- :guilabel:`Opened`: percentage of recipients that opened the email.
+- :guilabel:`Replied`: percentage of recipients that replied to the email.
+- :guilabel:`Clicked`: click-through rate (%) of recipients that clicked on a link in the email.
+- :guilabel:`Leads/Opportunities`: number of leads (or opportunities) that have been created in the
+  *CRM* pipeline, as a result of the email campaign.
+- :guilabel:`Quotations`: number of quotations that have been created in the *Sales* application, as
+  a result of the email.
+- :guilabel:`Invoiced`: total revenues generated, as a result of the email campaign, via invoices
+  sent to, and paid by, customers. These values are recorded in either the *Invoicing* or
+  *Accounting* application, depending on which app is installed in the database.
+- :guilabel:`Received`: percentage of recipients that received the email.
+- :guilabel:`Bounced`: percentage of emails that bounced (:dfn:`not delivered`).
+- :guilabel:`Ignored`: the number of recipients that received the email, but have not interacted
+  with it in a meaningful way (i.e. opened, clicked, etc.).
+
+Email nurturing
+===============
+
+*Email nurturing* (sometimes referred to as *lead nurturing*) is the process of sending a series of
+timely and relevant "nudge" emails to connect with a lead, build a deeper relationship, and
+ultimately convert the lead into a sale.
+
+The point of nurturing is to keep the email campaign "visible" or at the top of a lead's inbox,
+until they are ready to buy.
+
+There are many approaches to effective lead nurturing, but they often involve:
+
+- Sending an initial email (such as, a lost leads reactivation email).
+- Sending a follow-up email each week (or according to specific triggers) for the duration of the
+  campaign.
+- Continuously analyzing results to learn what approaches have resulted in sales.
+- Continuously adjusting the approach to remain "visible" at the top of the lead's inbox, and
+  hopefully, get a meaningful response from the lead.
+
+As a campaign progresses, a marketing team may send different follow-up emails depending on how a
+lead responded the previous week.
+
+.. example::
+   A marketing team wants to advertise a restocking of limited-run merchandise to all leads with a
+   lost reason of *not enough stock*. They develop the following three-week long lead nurturing
+   campaign.
+
+   - **Week 1:** the marketing team sends an initial email, with the subject line: *“Limited run
+     merchandise is back in stock! Act now!”*
+   - **Week 2:** the marketing team sends two different emails, depending on how a lead responded.
+
+     - If a lead ignored the Week 1 email: *“Stock is almost out, did you get yours?”*
+     - If a lead clicked on the Week 1 email: *"You still have time to add this to your collection"*
+
+   - **Week 3:** the marketing team sends a final email to all leads who have not been converted
+     stating: *“20% off, don't miss your last chance to get these items before they're gone!”*
+
+   Throughout the campaign, the marketing team continuously refers to the smart buttons along the
+   top of the mailing page to see what percentages of leads are opening, clicking on, or ignoring
+   the emails. They also regularly analyze reports on how many opportunities, quotations, and
+   invoices have been generated by the campaign.
+
+.. seealso::
+   - :doc:`../email_marketing`
+   - :doc:`unsubscriptions`
+   - :doc:`../marketing_automation`