To achieve successful results with Digital Marketing Hub, it’s essential you understand and follow 3 key principles
1. Contact data is always managed in Mercury Nexus
We call Mercury the ‘source of truth’ as it’s the only place you should add and edit contact details. This is because any updates made here are then communicated to the Digital Marketing Hub.
- Do not add or edit contacts in the Digital Marketing Hub, as any changes you make will not be reflected in Mercury because the data sync operates in one direction from Mercury to Digital Marketing Hub (see below diagram).
- The only information sent back to Mercury from Digital Marketing Hub is unsubscribe data.
- Contact data updates made in Mercury override any changes to contact data in the Digital Marketing Hub.
- If you add a contact record directly in Digital Marketing Hub or make changes to an existing contact record in Digital Marketing Hub, this will automatically be overwritten by the data sent across from Mercury. It will also potentially break your data sync.
To learn how to assign contacts in Mercury Nexus so they sync across to Digital Marketing Hub, read the article: Assigning contacts to categories in Mercury Nexus
Some other points to note:
- No Email Marketing – Once a contact is in the Digital Marketing Hub, ticking No Email Marketing in Mercury will not remove them from appearing in the account. They will be removed from any lists in the Digital Marketing Hub, and then no further updates will occur until the No Email Marketing checkbox is un-ticked in Mercury.
- Unique email addresses – The Digital Marketing Hub recognises duplicate email addresses and will only accept unique email address from Mercury Nexus. (for example if you have a married couple as clients who share the same email, only one of their contact records will push across to the Digital Marketing Hub) If the email address already exists against a contact in Digital Marketing Hub, the new/additional contact in Mercury with that address will not be pushed across, nor will the existing contact in Digital Marketing Hub be updated.
2. Keep your account ‘clean’ for efficient management
All contacts in the Digital Marketing Hub are subscribed to at least one list. When your account is created, you will see two lists already exist. These are:
- Mercury List - this list is made up of all your Active Contacts in Mercury. When a contact is assigned to DMH checkbox or MM category in Mercury, they will automatically sync across to this list.
- Test List - this is a list containing Connective test accounts, which your BSM and your Primary contact will use to test your creative assets (e.g. logo within email header).
While you could to create additional lists, we do not recommend doing this as contact data in these lists does not sync back to Mercury. It is also up to you to manage their unsubscribes and privacy as this is not something we can do from within Mercury, as they have come from another source.
Instead of creating additional lists to target specific contacts, we recommend creating a segment using tags (these are called categories in Mercury Nexus) and other available information. This can be applied to the Mercury List to filter contacts you wish to send a communication to during the campaign or automation set-up stage. Learn more about this here.
Finally, do not delete contacts in the Digital Marketing Hub. We cannot restore additional lists and contacts created in the account. The only option would be to re-push your contacts across from Mercury, and you would need to manually rebuild any lists and automations you previously set up that are linked to contacts from these lists.
3. Use your Relationship Manager field
The Relationship Manager field in your Mercury CRM allows you to determine who sends the communications, e.g. what name displays in an email "From" field. This allows brokerages with multiple loan writers to maintain a personal touch, as emails are sent from the Relationship Manager that is assigned to a customer in Mercury.
The rule in place for ‘from’ works like this:
- If there is a Relationship Manager set in Mercury, the communications will come from them. In this example, the Relationship Manager is ‘Briar Hanley’ – this means that the email will be sent from ‘Briar Hanley’
- If there is no Relationship Manager set, the communications sent on your behalf (i.e. the RBA announcement and eMag) will come from the “Default Relationship Manager”. The “Default Relationship Manager” is the specified person established during your Digital Marketing Hub account sign-up process.
- When creating your own campaigns, you need to ensure you set the default sender during the campaign set up. The below pop-up will appear upon selecting a template and is also available to update prior to sending. In this example, the default sender name is ‘Ciara Brown’ and email is ‘firstname.lastname@example.org’.