Campaigns are the encapsulation of the customers, messages and results created for
targeting your customers. The campaign is made up of different components:
- Campaign Information: This is basic campaign information detailing the
type of campaign, definition of quiet periods, campaign priority and
language
- Conversation: Customers are associated to conversations that will feed
campaigns. The conversation is then associated to the campaign. It is in this
manner that customers are brought to the campaign. The conversation represents
the entire customer space that the campaign can draw from for messaging.
Conversations also define how the customer will be delivered the message,
defining the 'From' address, use of DKIM signatures, which email address the
reply is sent, etc.
- Audience Model: Audience models are used to filter out customers from the
campaign. For example, you may wish to associate an audience model to a campaign
that filters out customers from a state or province where an offer is not
available.
- Segmentation Model: Segmentation models allow you to segment your
audience to further target them with specific messaging. When an audience is
divided into segments, you are able to provide content in the messages specific
to that segment using different message content.
- Suppression List: Suppression lists contain email addresses that cannot
be emailed or messaged under any circumstances. The suppression lists are
applied to a conversation where the email addresses are removed.
- Message Content: Content that is sent to customers is stored on a
messaging server. You are able to create this content in Connect or externally.
All external content is then uploaded to the messaging server. Each message
content is associated to a customer segment.
Within the campaign, you are able to:
- Define campaign and message delivery parameters
- Target specific customers using specific attributes, preferences, interests and
suppression lists
- Create dynamic messages that will be delivered to the customer via email, SMS or
application push
- Schedule message delivery
- View results of the campaign based on delivery, customer clicks, etc.
It is the Campaigns tab in Connect where you create and manage permission-based marketing
campaigns. With Connect, you can define several types of campaigns:
- One-time campaigns or announcements (e.g. a single message or alert to your
customers regarding an event occurring in two weeks)
- Recurring campaignssent on a regular schedule (e.g. customer newsletters,
product updates)
- Event-triggered campaigns that are sent as a result of customer activities (e.g.
containing receipts, alerts, statements) . These campaigns can be used to
cross-sell to customers who make online purchases.
- Subscribe and unsubscribe campaigns provide customers with the ability to opt in
or opt out of a conversation (e.g. subscribe or unsubscribe to a
newsletter)
In the creation and execution of your campaign, the following steps are performed:
- Associate and target customers to be messaged in the campaign
- Define the content to be sent to customers
- Approve and schedule content
Once launched, you are able to track message-related behaviour and customer interests
within the specific demographic groups.
Connect also allows you to establish seed lists, which are groups of defined customers
able to confirm that messages were sent. Seed lists can contain marketing directors who
wish to validate the scheduling and appearance of messages being sent.
Campaign scheduling is also defined using quiet periods (i.e. times when no messages are
sent from Connect) and expiry dates for campaigns. You are also able to define the
language the campaign messages are sent in.
Topics in This Section
In this section, you learn how to do the following:
