Last Updated: 25 Jul 2018 

Contents


Introduction:

  • Why is the Campaign Builder an essential marketing tool and what does it help you achieve.
  • Ometria’s Campaign Builder enables you to create personalised, cross-channel marketing experiences across relevant touchpoints.
  • For example, you may like to create a reactivation automation campaign flow to reactivate customers who last purchased a specific product or category 6 months ago.
  • You can use the Campaign Builder to create a campaign segmented on the product/category of purchase, set up different wait times based on product order gaps, send a personalised email with product-related content and build a list of contacts to retarget via Facebook as a follow-up action.

1. How to access the automation campaign editor  

Go to Campaigns > Automation Campaigns from the top nav bar to access the automation campaign dashboard.


Fig 1: The Automation campaigns dashboard

To view the performance of a particular automation campaign, click on the arrow at the end of the row, and select View Stats. You will be redirected to the Campaign Performance dashboard.

To go to the Campaign Editor, either click on the campaign or just click Edit at the end of the row.


Fig 2: Click on an individual campaign to edit it.




2. How to create an automation campaign

The Campaign Builder lets you automate your marketing activities in very specific but comprehensive, structured flows. Each flow path based on each contacts special attributes.

The Campaign Builder enables you to define the conditions for a contact to:

  1. Enter a campaign,
  2. What emails to send to the contact,
  3. What tags to assign the contact
  4. And the conditions for that contact to exit the flow.

To start a new campaign, click on Create New Campaign from the Automation Campaigns dashboard. You will be redirected to the campaign builder. Next, give your campaign a title.


Fig 3: Create new automation campaign


Fig 4: Create a campaign title





The following actions apply to both creating a new campaign and editing an existing one.

2.1. Adding an entry trigger

An entry trigger defines the action/event that enrols the contact in the workflow (e.g. contact abandons a basket, makes a second purchase, browsed X product). Click on the cog to choose from the multiple options:

Fig 4: Add a trigger for a contact to enter a campaign

For example, to add an ‘abandoned basket’ trigger, you can do the following:


Fig 5: Add an abandoned basket trigger

Meanwhile, for a ‘Post-purchase’ automation campaign you can use a ‘Contact has placed an order’ entry trigger.


Fig 6: For a ‘post-purchased’ automation campaign you can use ‘Contact has placed an order’ trigger

Another broadly useful trigger is when a contact enters or leaves a segment. E.g. when Active becomes At-risk etc. You can do this by selecting 'Changed segment membership'.


Fig 7: For a reactivation campaign, use 'changed segment membership'

Note: the limit of contacts that can enter an automation flow in one go is 1000 contacts. We check for contacts satisfying an automation trigger every few minutes and when the system does, it enters up to a 1000 contacts in an automation flow. For a contact-triggered campaign this is a reasonable limit. However, if you mass upload several contacts to a segment and expect the campaign to be triggered for all of them, the campaign won't trigger in more than a 1000 contacts and the remaining contacts will be ignored. To avoid this we suggest uploading contacts a 1000 at a time. 


2.1.1. Example: Triggering campaign based on contacts who ordered a specific product line item

You can set a campaign trigger for a contact who orders a specific product line item. This means you can automate marketing actions based on individual products in an order, sending personalised messages depending on the attributes of individual line items in an order. 

For example, you can trigger based on a product having a specific attribute, price and quantity in the same order. 

Fig 8: trigger based on a product having a specific attribute, price and quantity in the same order.


The example below outlines how you can select a specific product category as a condition. Once you click Select attributes you can select a product category from a list of product categories.

Fig 9: Triggering a campaign based on contacts who ordered a product from a particular category

Meanwhile, you can also add additional segmentation in the flow to filter product line items.

When you use a 'Contact has placed an order' entry condition, you can then add a 'Triggering event' condition in the segment node to combine filters and apply to the same product line item. 


Fig 10: Triggering event in segment node 

For example, you can segment your automation flow based on contacts who have a certain quantity of a specific product in the triggering order as shown below.  


Fig 11: segment your automation flow based on contacts who have a certain quantity of a specific product in a specific triggering order

NOTE: You can use a merge tag in the email node to directly match the product line items selected in this trigger. See order tag info here. (look for matched_products).

NOTE: The matched products tag is currently only available for orders placed and items added in the basket, e.g. for use in an abandoned basket campaign. See basket tag info here.
            The matched_products tags are NOT available for visit products tag.

For more information regarding automation flows you may like to consider please see our advanced guide to automation: https://pages.ometria.com/advanced-guide-to-marketing-automation-retail/

  • When using a placed an order entry condition you can apply multiple product attribute filters in the entry conditions but also in the segment nodes when using the 'Triggering event' condition.
  • You can use these product filters to segment your post-purchase campaigns and automate specific journeys based on the attributes of individual products in an order. For example, you can create different flows according to the price of an individual product line item or quantity of the same product in the triggering order.

2.2. Adding an exit condition

An exit condition is a specific event that defines when the contact should be taken out of the flow,  (e.g. contact makes an order, visits the site, etc.). Once you define the exit condition, click 'save' to save your selection.

For example, you may want contacts who place an order to exit a 'post-purchase' automation flow.

To do this you can select the Order option and then select Contact has placed an order.


Fig 12: You can use contacts who place an order as an exit condition to exit contacts from a 'post-purchase’ automation flow.

Click Save to save the exit condition.


Fig 13: Save the exit condition.


The exit condition node will update with the selection you have saved.

  • You can add an exit condition to your campaign versions to ensure contacts who perform certain actions automatically exit your campaign and do not receive multiple emails.

2.3. Adding a re-entry condition

It is smart to define if the contact can only enter this flow once or is allowed to re-enter after a certain period.


Fig 14: Add re-entry condition.

For example, you may want to prevent contacts who enter an ‘abandoned browse’ automation flow from re-entering in quick succession. Or they would be getting the same email(s) they recently received.