Create cross-channel campaigns

Transcript

Welcome to Adobe Campaign Classic! By the end of this module, you should be able to create and execute a cross-channel campaign. In this lesson, we will focus on the campaign logic rather than composing content delivery or tracking 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 or 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 any separate workflow. In our example, we will build a 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 receive 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 a 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 a direct mail delivery to our responders. Let’s implement our use 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 panel, 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 will be able to target. 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 okay. 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 okay. 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 panel 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 complement and call it non-responders. And now let’s configure our responders subset. And add a filtering 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 to 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 okay. 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 a template, but I don’t want it to be birthday from my second delivery. I want it to be delivered by direct mail. Now that I have my template selected, I will set the recipients to be the ones specified in the delivery and also the content 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 extraction 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 end 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. And now 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 address 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 a cross-channel campaign. Thank you for listening and I will see you next time.