Build Campaigns

A campaign is a message or offer that is sent to a specific group of customers or recipients.

The Campaigns tab.

Use the Campaigns tab to activate a variety of use cases across your marketing stack. For example:

  • Use Facebook Ads to message a group of high customer lifetime value (CLV) customers about a VIP event

  • Use Klaviyo or Sailthru to email customers with an affinity toward blue button down shirts for a product liquidation

  • Using Facebook Ads and Klaviyo to target a cross-channel segment that contains customers who are more likely to add a visit to the hotel spa

  • Use Campaign Monitor or Mailchimp to email a group of customers who are likely to churn with a special offer

  • Using Facebook Ads and Google Ads to show ads to customers who have unsubscribed from email, but you want to re-engage

  • Use Shopify data to identify your loyal customers, and then send them additional offers

  • Identifying customers within existing lists, and then pushing targeted subsets and/or apply exclusions for downstream messaging to any channel

  • Using a control group, along with any number of recipient groups, to apply A/B tests that help measure the quality of a campaign

How campaigns work

A campaign is a message or offer that is sent to a specific group of customers or recipients.

How campaigns work.

A campaign is defined in the Campaigns tab, from which you configure the segments that will be associated with the campaign, the downstream locations to which the campaign will be sent, and the time at which the campaign is to begin.

Segments are associated with a campaign. For example:

  • A segment that includes the list of customers for this campaign.

  • A segment that defines a list of customers who, if also present in the segment that includes the list of customers, will be excluded. This segment is optional, but will take priority over the list of customers in the included segment.

  • A campaign may use exclusion lists and sub-audiences to better define customer lists and groupings.

A campaign must be associated with at least one destination, such as Klaviyo, Sailthru, Facebook Ads, Google Ads, HubSpot, etc. A recipient group may be configured to send data to more than one destination. Each recipient group configured for a campaign defines its own list of destinations.

At the scheduled date and time, Amperity will run the segments and build the customer list, after which Amperity will send the results to each configured destination.

When this process is complete, your campaign is ready to be scheduled.

Campaign types

Amperity supports the following types of campaign workflows:

One-time

A one-time campaign represents a specific campaign message that is configured to be sent only once.

A one-time campaign can be configured to run in a similar manner as a recurring campaign, but with the purpose being to communicate messages to customers they should see only once. For example:

  • A welcome message to a customer who has joined a loyalty program.

  • A message to a customer who has signed up for a credit card.

A one-time campaign.

To configure a one-time campaign

  1. Give your campaign a name.

  2. Choose the segment that represents the audience to use for this campaign.

    Optional. Choose a segment that contains a list of customers to exclude from this campaign.

  3. Configure at least one control group/recipient group set for this campaign. Rename these groups as necessary.

    A control group should be set to 10%, with the initial recipient group set to 90%. Click Add recipient group to add more recipient groups. Rename them as necessary and adjust the percentages as appropriate.

  4. For each recipient group (including the control group, if configured for this campaign), assign at least one destination. You may assign more than one.

    Note

    A recipient group with more than one configuration destination will send data to all of the configured destinations.

  5. Optional. Add one (or more) sub-audiences. Click Add Sub-audience to add more sets to this campaign, and then use the Audience Builder to define the criteria for each sub-audience.

  6. Optional. Give each sub-audience a name.

  7. Optional. Assign at least one destination to each recipient group in a sub-audience.

  8. Configure recipient list delivery. One-time campaigns you have two options: at a scheduled date and time in the future or as soon as possible.

    Provide the campaign launch date. Amperity uses the campaign launch date to improve results tracking for campaigns.

  9. Click Schedule to put this campaign into the queue.

    Amperity will process the segments, and then send the results to the configured destinations. Please allow for enough time for Amperity to complete this process before kicking off the campaign in the downstream system.

Recurring

A recurring campaign is sent automatically based on a state change, such as an accepted return, a change to a loyalty program, or an alert based on credit card status, with a predefined campaign message and cadence to a list of recipients.

A recurring campaign has the following components:

  1. A state change that initiates a campaign message.

  2. A segment that defines a list of customers to which the campaign message applies. This segment can be configured to limit the list to certain types of users, such as only business travellers, high-value customers, and so on.

  3. A launch cadence that defines the frequency–daily, weekly, monthly, quarterly–at which the campaign messages are run.

A recurring campaign.

To configure a recurring campaign

  1. Give your campaign a name.

  2. Choose the segment that represents the audience to use for this campaign.

    Optional. Choose a segment that contains a list of customers to exclude from this campaign.

  3. Configure at least one control group/recipient group set for this campaign. Rename these groups as necessary.

    A control group should be set to 10%, with the initial recipient group set to 90%. Click Add recipient group to add more recipient groups. Rename them as necessary and adjust the percentages as appropriate.

  4. For each recipient group (including the control group, if configured for this campaign), assign at least one destination. You may assign more than one.

    Note

    A recipient group with more than one configuration destination will send data to all of the configured destinations.

  5. Optional. Add one (or more) sub-audiences. Click Add Sub-audience to add more sets to this campaign, and then use the Audience Builder to define the criteria for each sub-audience.

  6. Optional. Give each sub-audience a name.

  7. Optional. Assign at least one destination to each recipient group in a sub-audience.

  8. Configure recipient list delivery. Recurring campaigns require a cadence (daily or weekly), a start date and time, and then an end date. The end date has three options: never, on a specific date, or after a specified number of occurrences.

    Provide the campaign launch date. Amperity uses the campaign launch date to improve results tracking for campaigns.

  9. Click Schedule to put this campaign into the queue.

    Amperity will process the segments, and then send the results to the configured destinations. Please allow for enough time for Amperity to complete this process before kicking off the campaign in the downstream system.

Multi-channel

A multi-channel marketing campaign blends marketing strategies across apps, websites, and devices to provide customers a personalized experience, but with consistent messages, offers, and products across all channels.

A multi-channel campaign defines combinations of sub-audiences and channels to define unique sets strategies, with each applied to a sub-audience.

A multi-channel campaign has the following components:

  1. A state change that initiates a campaign message.

  2. A segment that defines the audience to which the multi-channel campaign messages will be applied. This segment can be configured to limit the list to certain types of users, such as only business travellers, high-value customers, and so on.

  3. The use of sub-audiences to partition the audience into a variety of campaign channels. Each sub-audience may be configured to have its own control group.

  4. A launch cadence that defines the frequency–daily, weekly, monthly, quarterly–at which the campaign messages are run.

How to configure a multi-channel campaign

  1. Give your campaign a name.

  2. Choose the segment that represents the audience to use for this campaign.

    Optional. Choose a segment that contains a list of customers to exclude from this campaign.

  3. Configure at least one control group/recipient group set for this campaign. Rename these groups as necessary.

    A control group should be set to 10%, with the initial recipient group set to 90%. Click Add recipient group to add more recipient groups. Rename them as necessary and adjust the percentages as appropriate.

  4. For each recipient group (including the control group, if configured for this campaign), assign multiple destinations.

    Note

    A recipient group with multiple destinations will send data to all of the configured destinations.

  5. Optional. Add one (or more) sub-audiences. Click Add Sub-audience to add more sets to this campaign, and then use the Audience Builder to define the criteria for each sub-audience.

  6. Optional. Give each sub-audience a name.

  7. Optional. Assign multiple destinations to each recipient group in a sub-audience.

  8. Configure recipient list delivery. One-time campaigns you have two options: at a scheduled date and time in the future or as soon as possible.

    Provide the campaign launch date. Amperity uses the campaign launch date to improve results tracking for campaigns.

  9. Click Schedule to put this campaign into the queue.

    Amperity will process the segments, and then send the results to the configured destinations. Please allow for enough time for Amperity to complete this process before kicking off the campaign in the downstream system.

Campaign elements

Campaigns are built using the following elements:

Audiences

An audience is a list of customers who match the attributes, filters, and conditions that are applied to a segment.

Use a segment to define a list of customers that represent an audience, and then attach that audience to a campaign.

Exclusion lists

An exclusion list identifies a list of customers who should not receive communications related to a marketing campaign.

Use a segment to define a list of customers that represent an exclusion list, and then attach that exclusion list to a campaign.

Control groups

A control group is the percentage of an audience who will not receive communications related to a marketing campaign. Use control groups to establish a baseline against which you can measure the success of a campaign over time.

A campaign typically has a single control group, unless sub-audiences are defined within the campaign. Each sub-audience may contain a control group.

Recipient groups

A recipient group is the percentage of an audience who will receive communications related to a marketing campaign. A campaign may have more than one recipient group.

You may configure more than one recipient group for each audience and sub-audience within a campaign.

Sub-audiences

A sub-audience is a list of customers who will receive a specific type of communication related to a marketing campaign.

A sub-audience may define users by brand, most commonly purchased sub-brand, product affinity, product category, product type, demographics, etc.

A sub-audience typically represents a set of users for which you have a better understanding of marketing preferences and will receive more specific messaging as part of the campaign. For example, you might split a spring sale email campaign by product affinity so you can send out an email showcasing shorts to customers with a high affinity for shorts and another email advertising t-shirts to customers with a high affinity for t-shirts.

A sub-audience enables you to measure the performance of individual communications in a campaign. For example, you can see how the shorts sub-audience email performed as compared to the t-shirts sub-audience email within the same campaign. Each sub-audience can be configured to use its own control and recipient groups, providing even greater control and flexibility.

Campaign notifications

Campaigns notifications will alert you when there is an issue with campaign delivery, such as when credentials have changed and need to be updated within Amperity, if Facebook Ads is missing an external identifier, or if two-factor authorization is not enabled for Google Ads.

Campaign notifications are sent to you as an email. The email will describe the issue and the steps necessary to resolve the issue and provides a link to the Workflows page in Amperity.

Example: Churn prevention

A churn prevention campaign seeks to engage customers as their likelihood of making a transaction diminishes. This type of campaign uses a series of messages based on thresholds to apply deeper discounts and different messages as probability declines. This approach also allows different strategies to be applied at each stage in the process or based on the likelihood of that customer completing a transaction.

Use a query to identify users based on predicted customer lifetime value (pCLV), specifically to identify the probability of a user from making another transaction. The probabilities could be broken down into the following thresholds:

  • Cooldown: 50-60% probability of future transactions.

  • At risk: 35-50% probability of future transactions.

  • Highly at risk, 20-35% probability of future transactions.

  • Lost, 0-20% probability of future transactions.

and then define a message that is specific to each threshold with custom discount levels, offers, and calls to action.

Important

Part of a churn prevention campaign includes being careful about which messages are sent, and when they are sent. For example, use a frequency safeguard to set a threshold to ensure each user receives an email once per month, once per quarter, once per X days, and so on. Use another frequency safeguard to ensure that a user is eligible to receive a message targeted at the correct probability threshold.

Example: Member activation

A member activation campaign seeks to welcome customers as members to loyalty programs, credit cards, and other opt-in activities. This type of campaign uses a series of messages to help pull the customer closer to additional activities and benefits based on what they had just opted into.

For example, use a query to select all users who have signed up for a loyalty program within the previous 24 hours. Send the results of this query to a downstream email campaign manager, and then send a welcome message to those users.