In a cross-channel campaign, a single marketing communication uses different channels. Data is passed between the channels. The customer receives communication through multiple channels based on, for example, their interaction with the previous communication.
Learn how to create a cross-channel campaign using email and direct mail deliveries based on the customer’s interaction with the first delivery.
Welcome to Adobe Campaign Classic. By the end of this module, you should be able to Create and Execute the Cross-channel Campaign. In this lesson, we are focused on the Campaign logic, rather than composing content delivery or traking responses. The first phase of a Cross-channel Campaign looks like any Campaign. There is a query and a delivery. We are now going to add a time dependency of a Wait activity into the Campaign. We could instead build out a different Workflow for each phase. This approach is used a lot for event Campaigns.
The second phase could be in a separate Workflow. In our example we will build the second phase in the same Workflow. We will use the split activity to identify our subgroup of people who responded to the first phase. Then the responders to the first delivery will have received the second delivery and non-responders will not get the second delivery.
This is the Workflow that we are planning to implement. We will target our audience with the query activity. Then we will send an Email Delivery, wait for one minute then split the recipients into responders and non-responders. We will then send the direct mail delivery to our responders. Let’s implement our used case together. In your Adobe Campaign instance, create a new Campaign.
I will name my Campaign Demo Cross-channel Campaign and then I will select the program from my Campaign.
You can also customize your Campaign, but I will leave it how it is for now.
Now, if we go to Targeting and Workflows and edit the current Workflow, let’s give a name.
This looks good.
Now we want to target our audience. From the targeting banner, we will select a query activity and drag and drop it onto our canvas. Okay. Now, if we double click, we can configure it and let’s edit the query.
So, we know for sure that we have a list of recipients to whom we want to send an Email Delivery. So, I will select from list of restriction filters, a list of recipients, and from my list, I will select the list that I created which is called Offer Delivery. I can also preview it. So, you see, I have three recipients and I’m also included in the list of recipients because I want to click on the email that I received in my first delivery. So now let’s click Finish and Ok.
Now that we have targeted the audience let’s configure a delivery.
From the actions panel we will select the delivery action and drag and drop it onto our canvas. I can double-click on it to configure it.
So now I can provide a label. This will be our Email Delivery.
Let’s customize this.
And you can see that I have the option to use a template for my delivery.
I already have a template selected. It’s called Birthday email and the recipients, I will leave it as specified by the inbound events, so specified by the Wait activity. I will leave the content and offers to be the ones specified in the delivery and in the actions to perform section, I will say prepare and start, let’s click Ok. Now we know that we want to wait for a few minutes and in our case it will be at least three days to give our audience time to open the email and accept our offer. But for this demo, I will select a Wait activity and configure it to a lower time. So, let’s go into the flow control panel and drag and drop a Wait activity.
You can see that I can change the duration in here, I will give it one minute.
This will be enough for me to open the email that I receive in my Email Delivery.
Then we want to split our audience into responders and non-responders, so after the Wait activity finishes we want to see who clicked on our email and open it. To do this we will go back to the targeting banner and select the Split activity.
We will double click on it. On the general panel in our filtering dimension section we want to filter our audience based on the tracking logs.
We can also generate the compliment and call it non-responders.
And now let’s configure our responders’ subset and add the filter in condition and double check if the postcode for my recipients is not empty. To do this I will click on Edit.
In the recipients’ section, I will navigate till location and select zip postcode and select it’s not empty. You can also do this in the query activity. Okay, let’s click Finish. Everything looks as expected. Now, I will click OK.
You see, now that I have two branches, one is for responders and one is for non-responders and I want to target our responders with the second delivery. To do this I will go back into the actions panel, drag and drop a delivery.
This will be my Direct Mail Delivery.
I can also select configure based on template but I don’t want it to be birthday from my second delivery. I want it to be deliver by direct mail.
Now that I have my template selected, I will say the recipients to be specified in the delivery and also the contents specified in the delivery. Actions to perform will be similar to my first delivery. So, prepare and start.
Now let’s configure the delivery. I will quickly run through this to check that I have all my settings configured. You will see that I have an instruction file configured. And I selected a few of the output columns that I want to have included. And I will be sorting based on the first name.
The destination format will be a CSV file and I set the transformation for first letter in uppercase for first name.
Now I will click on Cancel, close this and now click Ok.
To mark the end of the Workflow, I will go into the flow control panel and add an activity and now let’s run the Workflow.
You can see now that I have one minute to open my email. Let’s quickly do this.
I can also check the logs and see when it will resume, so it should resume now.
So we can see that our Split activity divided our audience into responders and non-responders I am considered the responder because I opened the email. Then I was the target for the Direct Mail Delivery. And since I have my answers configured you can see that the Direct Mail Delivery was successful and the Workflow was successfully completed.
Now you should be able to Create and Execute Cross-channel Campaign. Thank you for listening and I will see you next time. -