The three types of campaigns and their uses
This document presents the uses of three types of campaigns available in the Splio Customer Platform (SCP). With this tutorial you will be able to select the type of campaign which is best for your operation.
Table of Contents
Begin by choosing “New campaign” from the shortcuts. Name your campaign and enter the “ROI settings” values, then go to “Campaign scenario”.
Select starting channel and population
Click “Select starting channel and population”, then choose “Email” or “SMS” to create a manual campaign beginning with an email or SMS action. Proceed to manual campaigns.
Select manual or automatic
Select “Create” under “Automatic campaign” to create an automatic or trigger campaign. You will be asked to select the population (lists, filters, groups) that your campaign will target. Do so.
You will see the the scenario schema with your population selected. Click “Add sequence” to choose between automatic and trigger campaign.
Select schedule or trigger
Manual campaigns are preprogrammed, one-shot scenarios. After they are launched, SCP will process the scenario tree for each targeted contact exactly once. This is an additional safety measure to ensure that all manual campaigns are always deduplicated. When the campaign is finished, you can analyze it for statistics, but can no longer send anything with it.
With manual campaigns, you have the opportunity to create complex scenario trees, as illustrated by the case study below. Your campaigns can branch, presenting a choice of reactions at each step. For instance, you can send a different follow-up messages to your contacts based on whether they opened the initial message or clicked any links.
What is more, manual campaigns can be used in two special ways, for which there are separate tutorials: - Split sendings – are campaigns with two or more initial branches. Each branch can have its own design, reaction, and follow-up actions. - A/B tests – allow you to test the reception of two or more designs and then send the best received message to the remaining contacts.
Case One: A complex campaign tree
In manual campaigns, you the first action (which sends an email or SMS message) can be followed by one or more sequences. Each of them may react to the previous action, such as opening or clicking the message, and apply filters. It is even possible to send one message to contacts matched by a filter, and a different one to other contacts by excluding the filter.
A campaign tree
In this case, the contacts who were sent the initial message but did not open it received a new version of it a week later.
Those who opened the message (either the original one or the relaunch) but did not click any links were sent an additional incentive, e.g., a message with more details of the offer. It was programmed using the “Email opened” reaction together with a filter which only matched the contacts who did not click any links.
Finally, all contacts who made a purchase of the promoted product received another message with a participation reward (a discount voucher). To qualify for it, they had to click a link in the email and get matched by a filter which looked for purchasers of the promoted product.
Automatic campaigns are launched regularly, at the minimum frequency of once every month, and the maximum of once a day.
Automatic campaign - frequencies
Splio will follow the scenario and send messages to all contacts in the target population. Make sure to include only the relevant contact in the target filter, as SCP will send messages to all members, even those targeted during earlier iterations.
Typical automatic campaigns include birthday or anniversary offers, or mother’s day gifts – messages you want to send to the contacts at the right time to improve your customer relationship.
You can create one follow-up action sequence to the initial action of the campaign, which can be followed by another single action. One possible use of such action chain is to send a reminder to your contacts that there are gifts awaiting them, and then to send another reminder to those, who still didn’t claim their presents.
Making of an automatic campaign
Automatic campaigns are created by selecting the “Periodic date” option and selecting a frequency, as in the image above.
Select a single email, SMS, or loyalty action:
Automatic campaign - pick action
You will be able to follow it with one more action, without branching, which you can use, for instance, to send a reminder after a day or two, or to credit the recipient with loyalty points.
Automatic campaign - single follow-up action
Case Two: Birthday campaign
A campaign sending birthday wishes and gifts to your contacts is a classic example of an automatic campaign. The scenario is repeated every day of the year, each day targeting the contacts who celebrate their birthday.
Feel free to consult the birthday message tutorial to learn more about creating and using them.
All trigger campaigns are launched once per every object (contact, receipt, or abandoned cart) in the filter or list on which they are based. They are divided into two sub-types of trigger campaigns, real-time and plain, depending on how they are launched.
Warning: Never modify the filter!
Make sure the filter works as intended before launching any trigger campaigns. You should never, ever modify a trigger campaign filter once the campaign is running. This is because trigger campaigns are sent to all contacts (or, e.g., owners of receipts) entering the filter. All contacts added to the filter due to your modification will be targeted immediately! Which you would rather avoid.
These campaigns are launched immediately after the object (contact, receipt, or abandoned cart) is updated via the API. This can happen only once, and further updates to the same object will not launch the campaign.
/!\ This type of campaign needs an API upload of data to work. In this case the time schedule set in the campaign is ignored and it can be launched at any moment, and as many times as needed per day.
Please note that for trigger campaigns, if you decide to update the design, this change will only be taken into account once per day regardless of the sendout of the campaign (event triggering).
The plain, or “not-real-time” trigger campaigns are also launched once per object. However, in other aspects, they are processed like automatic campaigns. When an object lands in the target filter, it gets queued and the message will be sent the next time the campaign is processed. The timing and frequency of the campaign are defined in the scenario. This type of campaign can be sent from the minimum of once per month to the maximum of once per day.
_/!\ A common misunderstanding takes place when clients update their data via batch (e.g., DataHub). Contrary to some expectations, such campaigns are sent on schedule, once per day maximum. Batch uploads work with plain triggers, the real-time sending is reserved to API connections.
Case Three: Abandoned cart
It happens that customers sometimes fill shopping carts in online stores without completing the purchase. With the aid of Splio you can not only analyze abandoned carts, you may also want to nudge your clients to maybe decide to check the cart out and buy the items in it.
For this reason, Splio allows you to set up a commercial message to remind your clients that the shopping cart they left at an online store. The message can even list the products in the cart.
We have a tutorial for abandoned cart campaigns, where you can learn how to prepare and use such campaigns.
Each trigger campaign is a separate scenario, set off when a contact is matched by a filter for the first time. However, if you can create a filter where performing actions with a specific message (or message category) is a condition, you can make trigger campaigns follow one another.
To achieve this goal, you need to assign a category to the campaign to which the trigger will react and then create a special filter which will match it. Remember that you can not add a category to an existing campaign, you need to do it during its creation.
This way, you gain the ability to build large operations which consist of many triggered campaigns, as complex as the manual campaigns. Should you do so, we strongly advise keeping such operations very well documented, as maintaining them, and specially making modifications to them, may be difficult.
Case Four: Welcome pack
If you want to encourage your new clients to opt in to receive commercial messages from you, or to maybe join your loyalty program(s), you may consider a message chain operation like the welcome pack.
The idea is to send to each new contact one message at a time, to offer them the ability to confirm the email address, mayby phone numter, and to join your newsletters and loyalty programs.
Begin by creating a trigger campaign. Remember to enter a category in the “about” screen.
Chain trigger campaign - category
Once created, a campaign category can't be deleted.
As the first message in the chain, it may be used to confirm the recipient’s email address. You may set it up as a regular, daily trigger campaign, which targets new contacts.
Now, to have another trigger campaign trigger off the first one, you need to create a contacts filter which matches contacts who opened the email confirmation message earlier in the chain:
Chain trigger campaign - filter
Notice the time constraint, which means that only the contacts who opened the email within the last 24 hours will be targeted (which is perfect if the follow-up message is set up to go once per day).
Most of the campaigns described in the tutorial are commercial campaigns. In general, any campaign intended to make the recipient purchase anything is commercial (this includes asking to join loyalty programs). It is important because you can normally send commercial messages only to your optin contacts. Sending commercial messages to people who have not opted in to receiving them is equal to sending unsolicited messages, or spam, which you want to avoid.
Transactional messages, on the other hand, are strictly informational. You can use them to confirm a password change or send a receipt. This means that unlike commercial messages, you are not limited to sending them to your optin contacts.
When setting up automatic or trigger campaigns, you have the option to flag them as transactional, as in the image below. If you do so, SCP will include non-optin contacts in the sending.
The flag is set to “No” by default. In this setting, Splio will exclude all non-optin contacts from the target.