About Campaigns

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

Campaigns tab

The Campaigns tab enables effective use of customer data to activate a variety of use cases across your marketing stack.

The Campaigns tab.

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

  • Messaging a group of high customer lifetime value (CLV) customers on Facebook for a VIP event

  • Emailing customers with an affinity toward blue button down shirts for a product liquidation

  • Targeting a segment of customers who are more likely to add a visit to the hotel spa

  • Messaging a group of customers likely to churn with a special offer

  • Showing an ad to re-engage customers who have unsubscribed from email

  • Reaching out to customers that have enrolled in your loyalty program

  • Identifying customers within existing lists, and then pushing targeted subsets for downstream messaging to any channel.

  • Using a control group, along with any number of recipient groups, to measure the quality of a campaign.

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.

How campaigns work.

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 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.

Important

A segment is associated to a campaign using the segment ID, which is durable and unchanging. The name of a segment can be changed, which means if the name of a segment changes, the name of that segment in a campaign will also change. However, the ID (and the association of that segment to the campaign) will not change.

Campaign workflows

Campaigns support the following types of workflows:

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.

One-time

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

A one-time campaign.

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.

How 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.

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.

How 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.

View recurring campaign results

The recurring campaign results feature allows marketers to download and see their recurring campaign results data. This option provides marketers with the ability to delve deeper into their recurring campaign results data and measure performance in more detail.

Marketers can use this feature to define a performance measurement time period and then analyze these results for all sub-audience test groups across every single recurring campaign data point. This includes the following data points:

  • Revenue metrics

  • Conversion rates

  • Order characteristics

  • Incremental lift

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.

Attributes

You may configure the list of attributes that are sent to each audience (and sub-audience) in a campaign. Click the Edit attributes link to open the list of attributes that are available for each destination defined for the audience. Use the drop-down menu to select the destination if there is more than one.

You may append attributes that are available in any database table that is available to AmpIQ. Click the + Add attribute link, and then name the attribute, specify from which table that attribute is sourced, and then specify the name of that attribute as it is defined in that table.

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.

Duplicate campaigns

Marketers can reuse, build, and scale campaigns with ease by utilizing a pre-existing campaign as a template.

To duplicate a campaign:

  1. From the Campaigns page, on the desired campaign, click the more options button.

  2. From the drop-down list, select Duplicate.

  3. On the Duplicate Campaign window, click Duplicate.

  4. On the Edit Campaign page, fill in the required fields and then click Schedule.

The new duplicate campaign appears in the list of campaigns on the Campaigns page. ß .. campaigns-duplicate-camapaigns-steps-end

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.

How to add a sub-audience to a campaign

  1. From the Campaigns page, click Create Campaign.

  2. From the Edit Campaign page, in the Recipients section, select the desired recipients from the Include and Exclude drop-down lists.

  3. In the Sub-audiences and Destinations section, click Add Sub-audience.

  4. From the Audience Builder window, click Add criteria.

  5. From the Sources drop-down list, select the desired source.

  6. From the Attributes drop-down list, select the desired attribute.

  7. From the Operators drop-down list, select the desired operator.

  8. Click Add criteria to add more criteria.

  9. When done setting your criteria, click Save.

The new sub-audience appears in the Sub-audiences and Destinations section.

Note

When you save your sub-audiences you will see recipient counts calculated. When you reorder your sub-audiences using drag and drop these counts are automatically updated.