Erstellen von Retargeting-Abfragen retarget

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• TL;DR: This page explains how to build feedback-based and tracking-based retargeting rules in an Orchestrated campaign so you can follow up with recipients based on how they responded to a previous Orchestrated campaign.

Intents:

• Create a feedback-based retargeting rule using the Message Feedback schema to target recipients by delivery status (sent, opened, bounced, marked as spam).
• Create a tracking-based retargeting rule using the Email Tracking schema to target recipients by interaction (opens, clicks).
• Use the built-in Campaign feedback filter to quickly target recipients based on message delivery events.
• Target a specific previous campaign by selecting a specific campaign, referencing a campaign from a previous activity (Campaign from transition), or filtering by Campaign ID (UUID).
• Target a specific message or activity within an Orchestrated campaign using the Orchestrated Campaign Action Name attribute.
• Combine a feedback-based retargeting rule with a tracking-based retargeting rule to refine targeting.

Glossary:

• Message Feedback: a schema that captures delivery-related events, such as message sent, opened, bounced, etc. (product-specific)
• Email Tracking: a schema that captures user actions, such as clicks and opens (product-specific)
• Feedback-based retargeting rule: a rule that retargets recipients based on message delivery events captured in the Message Feedback schema (product-specific)
• Tracking-based retargeting rule: a rule that targets recipients based on their interactions with a message, using data from the Email Tracking schema (product-specific)
• Campaign feedback filter: a built-in filter, selectable in the Rule Builder, used to quickly target recipients based on message delivery events by choosing a Behavior (such as Message sent, Message opened, or Message clicked) (product-specific)
• Feedback Status: an attribute of the Message Feedback condition used to target a specific message delivery status (product-specific)
• Interaction Type: an attribute of the Email Tracking condition used to target a specific user interaction, such as Message Opened or Message Link Clicked (product-specific)
• Orchestrated Campaign Name: an attribute used to target a specific Orchestrated campaign by name (product-specific)
• Orchestrated Campaign Action Name: an attribute used to target a specific message or activity within an Orchestrated campaign (product-specific)

Guardrails:

• Feedback-based retargeting rules build custom conditions linked to the Message Feedback attribute; tracking-based retargeting rules build custom conditions linked to the Email Tracking attribute. Both rule types can also use the same built-in Campaign feedback filter as a quick-start option to target recipients based on message delivery events.
• Within the Campaign feedback filter, the Campaign from transition option references a campaign from a previous activity in the same Orchestrated campaign, as an alternative to selecting a specific campaign from the list.
• The Orchestrated Campaign Action Name can also be found by clicking the information icon next to the Label field of the activity.
• The Email Tracking interaction condition uses the “Included in” operator, with one or more values selected depending on the use case.

Terminology:

• Canonical name: Orchestrated campaign retargeting — variants: feedback-based retargeting rule, tracking-based retargeting rule
• Do not confuse: “Message Feedback” (delivery-related events: sent, opened, bounced, spam) ≠ “Email Tracking” (user interaction events: opens, clicks)
• Do not confuse: “Select a specific campaign” (choose a particular campaign from a list) ≠ “Campaign from transition” (reference a campaign from a previous activity in the Orchestrated campaign)

FAQ:

• Q: What is the difference between a feedback-based and a tracking-based retargeting rule? — A feedback-based rule targets recipients using the Message Feedback schema (delivery events such as sent, opened, bounced, or marked as spam); a tracking-based rule targets recipients using the Email Tracking schema (user interactions such as opens and clicks).
• Q: Can I use the same filter to start both types of retargeting rules? — Yes, both rule types can use the built-in Campaign feedback filter to target recipients based on message delivery events, selecting a Behavior such as Message sent, Message opened, or Message clicked.
• Q: How can I target a specific previous campaign? — Select a specific campaign from your list, reference a campaign from a previous activity using Campaign from transition, or filter by Campaign ID (UUID) found in your Campaign properties.
• Q: How do I target a specific message or activity within an Orchestrated campaign? — Use the Orchestrated Campaign Action Name attribute; action names can be found by clicking the information icon next to the Label field of the activity.
• Q: Can I combine feedback-based and tracking-based retargeting rules? — Yes, you can combine a tracking-based retargeting rule with a feedback-based retargeting rule to include message outcomes such as sent, bounced, or marked as spam.

Personas:

• marketer: Can build a feedback-based retargeting rule using the Message Feedback attribute and choose a delivery status to track with the Feedback Status attribute. Can build a tracking-based retargeting rule using the Email Tracking attribute and the Interaction Type attribute with the Included in operator. The page states that a specific campaign can be targeted by selecting a campaign, using Campaign from transition, or filtering by Campaign ID (UUID). Where: “Create a feedback-based retargeting rule”.

Onboarding:

• Level: Intermediate
• First minimal step: Create a new Orchestrated campaign.
• Success check: You have configured a feedback-based retargeting rule to identify recipients by delivery status, such as sent, opened, bounced, or marked as spam.