iCare Health is a social care provider that wanted to create automated email campaigns to nurture audiences and funnel them to relevant endpoints like care homes. They partnered with CommuniGator to build a workflow that segmented audiences, sent relevant content based on interests, and notified account managers when customers expressed interest in meeting. The automated workflow integrated with their sales processes and guided customers through a content journey to request meetings or receive more information without extra work. The multi-step workflow considered individual priorities by not oversending emails and sending relevant information to progress customers through opportunities at their pace.

1. CommuniGator
GatorWorkflow
iCare Health
Case Study

2. QA - Case Study2
ICARE HEALTH PROVIDE
SOFTWARE SOLUTIONS TO
SOCIAL CARE PROVIDERS
including care homes and other
organisations, and the journey
they created sought to nurture
their audience by identifying areas
of interest, gauging their level of
engagement, and funnelling people
through to the correct endpoint by
notifying the relevant care home as
to the customer’s interest.
Client Profile
EMAIL COMMUNICATION IN 2016 IS ABOUT MORE THAN CLICK RATES
AND OPENS – IT’S ABOUT CREATING A CONTENT JOURNEY WHICH WILL
FUNNEL YOUR CUSTOMERS THROUGH TO A FINAL GOAL OR OUTCOME.
The best marketing campaigns not only procure the outcome you want,
but provide genuinely useful and helpful information for your audience
along the way. Here at CommuniGator, we like to recognise excellence in
marketing, and that’s why iCare Health won the award for Best Customer
Journey at this year’s conference – but how did they achieve this?
THE REQUIREMENT
“One of the reasons we picked CommuniGator was for their automated
functionality,”says Virginia Simpson, Marketing Manager at iCare Health.
“We wanted to create email automations which would help us to tell the
story we wanted to take people on, leveraging our existing marketing
collateral as well as saving us time and effort by automating this journey
where possible.”
THE WORKFLOW
“While writing the content for this campaign, we were very aware of what we
wanted to happen at each stage of the journey,” Virginia adds.“We wanted
to make sure what we were building integrated seamlessly with our sales
processes, and didn’t cause us extra work in the marketing department.”
How iCare Health won
Best Customer Journey
at Customer Conference 2016

3. © CommuniGator Ltd 3
“This approach
shows real
consideration of the
contact and their
priorities - it does
not simply bombard
you with emails, it
tries to send you
information which
is genuinely relevant
for you.”
To achieve this outcome, iCare partnered with the team at CommuniGator to
create the Workflow shown in the screenshot above.“There are a number of
features we added to the Workflow to help us to create something slick and
easy to use,”Virginia explains.“For example, we segment our audience based
on the sectors and areas of interest to us, and relevant notifications are sent
to the appropriate account manager when key actions are taken in response
to our comms.”
“It’s all about providing our customers with
opportunities – we send them useful, relevant
content which tells our story and helps the
customer decide on the solutions which are most
appropriate for them.”
“If they feel ready to speak to us, there is always an opportunity for them
to request a meeting, which is a fully automated process – the person
is directed to a form which they can fill out to request a meeting. This is
automatically sent to the correct account manager within our business,
without marketing having to get involved at all. If they are not ready yet, we
keep giving them chances by sending them further content pieces which
they may find interesting.”
iCare Health’s Workflow also utilises a number of more advanced features which help the marketing team manage and
optimise the Workflow effectively. For example, the Workflow will keep a record of how many emails someone is sent. If
the person clicks on an email in the initial nurture series, they are pushed to a‘prospect’campaign which will see if the
contact would like a meeting. If they do not respond, they will be sent back to the initial series of comms – but only if
they have not received a certain number of campaigns already. This approach shows real consideration of the contact
and their priorities – it does not simply bombard you with emails, it tries to send you information which is genuinely
relevant for you.

4. QA - Case Study4
THE FUTURE
“This content and Workflow was a significant investment of time for iCare
Health,”Virginia reports
“Building emails takes a long time! We want to
take this a lot further, however – this initial
Workflow contains a 6-week series of emails, but
what about after that 6 weeks? We have plans
to expand this Workflow and others significantly,
planning further and further ahead to next month
or next quarter.”
“We also want to add sections which cover eventualities such as emails
bouncing. We also have plans to leverage our CRM integration more
effectively, including bringing more CommuniGator information into our
CRM and gain a more holistic view of what’s going on with our contacts.”
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Whatever your requirement,
CommuniGator can help you
create successful workflows and
campaigns which will help you
tell your story, and create the
opportunities and conversions
that your business needs.
SPEAK TO US ON
01483 411 911, AND
START PLANNING YOUR
NEXT CAMPAIGN TODAY.
Get In Touch

5. About CommuniGator
CommuniGator is one of
the leading marketing
automation software
providers in the UK.
Established in 2005, we’ve gone
through a period of evolution as the
marketing landscape has changed.
The core platform functionality caters to email
marketing with automated welcome series, a HTML
editor for designing your emails, templates, responsive
design, dynamic groups based on behaviour,
integration with the leading CRM platforms, an event
management suite, robust reporting and so the list
goes on.
On the marketing automation side we’re able to track
prospect activity across the web pages they visit on
your website and the email content they consume
and take action against. This means you can build up a
really detailed profile of who has done what.
To read all the juicy details of what the platform offers
and how we can help your business jump on over to
our website: www.communigator.co.uk
Give us a call: +44 (0)1483 411 911
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