Create cross-channel campaigns

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. In this video, we will learn to create and execute a cross-channel campaign. In this lesson, we will be focusing on the campaign logic rather than comprising content delivery or tracking responses. The first phase of a cross-channel campaign looks like any campaign. We have a query and a phase 1 delivery. Once the first delivery is made, we want to add a wait activity to wait a specified amount of time. We want to wait to see which recipients respond to our first delivery and segment each recipient for better targeting. Alternatively, we could also build out a different workflow for each phase. Next, we will use a split activity to identify our subgroup of people who responded to the first phase. Then, the responders of the first delivery will receive a second follow-up delivery. Responders can either be ignored or you could create a reminder delivery. Now that we understand the use case, let’s implement it together. In Adobe Campaign, start by creating a new campaign by selecting Create and name the campaign. Next, we want to select the program we wish to use.
We could continue to customize our campaign further, but for now, let’s leave it as is. Next, within the dashboard, select the Targeting and Workflows tab to edit the current workflow. Remember to update the label with a name. Once we have our label, we are ready to create the target query. Select the query activity and drag and drop it onto our canvas. Once we have the activity on the canvas, we can double-click the activity to configure it. Next, within the query window, let’s select the Edit Query hyperlink to create a query. Here, we can select one of the restriction filters. In this example, we already have a list of recipients. Knowing this, we want to select a list of recipients to open the filter popover. Next, within the filter popover, select the list we wish to use. To make sure we have the right list, we can select the Preview tab in the bottom left of the window to preview some of the recipients. Once we are happy with the list, select Finish followed by OK. Our query now uses a predefined targeted list of recipients. Next, from the Actions panel, select the delivery action and drag and drop it onto our canvas, connecting it to the query we just made. Once on the canvas, double-click on it to configure it. Within the delivery window, provide a new label, then select the New Created from a Template radio button. Once selected, we can use the folder icon to search for a template. For this example, let’s use a birthday template.
For the recipients, we’ll leave it as specified by the inbound events. This is because we will be adding a weight activity later in the workflow. The Content and Offers option can remain as specified in the delivery and, under Actions to perform, let’s select Prepare and Start. Once everything looks good, select OK to continue. Next, we need to specify a time, allowing our recipients to open the email and accept our offer. Usually, this is a few days. For the purposes of this demo, let’s select the weight activity but configure a low time. In the Flow Control panel, select Wait and drag it to connect with our email delivery. Within the weight activity window, we can set a duration. Let’s give it 1 minute. This will be enough time for us to open the email we received for this demo. Next, we want to split our audience into responders and non-responders. This means we need to add an activity after the weight activity to see who interacted with our email delivery. To do this, we will go back to the targeting banner and select the Split Activity. Double click on it to edit the activity. Then, within the General tab, change the Filtering Dimension section to filter our audience based on the tracking logs. We can also generate the complement and call out non-responders. With the non-responders configured, we can configure our responder subset by updating the label.
Next, we want to select the Add a filtering condition on the inbound population radio button. We will use this filtering condition to double check our recipient’s address info and make sure it’s not empty. To do this, select the Edit hyperlink, then double click Filtering Condition. Next, select the Edit Expression icon and in the field popover, open the Recipient section, followed by Location, then select Zip slash Postcode. Once selected, we can select Finish, then change our operator and the operator dropdown to Is not empty. Alternatively, we could have also done this in the query activity. Once complete, select Finish, then select OK. We are provided with two branches in our workflow, one for responders and one for non-responders. Next, let’s target our responders with a second delivery. To do this, let’s navigate back to the Actions panel, then drag and drop a delivery on our responders branch. This will be our direct mail delivery. Select the template radio button again, however this time we want the template to be Deliver by direct mail. Once selected, within the Recipients and Content section we want to select the Specified in the delivery option. Next, select the Prepare and Start option under the Action to perform. Before we continue, let’s make sure all our settings are properly configured for our direct mail delivery by selecting the magnifying glass icon next to the template selector. We can see within the direct mail popover that a recipients.csv is selected. When we look at the data being extracted by selecting the Edit hyperlink, we can see all the output column information needed such as the name and address information. By selecting Next, we can look at the destination output file, in our case this is a CSV file. Select Next, and we can see that our transformation for first letter and our first name is set to uppercase. After reviewing our settings, it looks like everything is good to go. Because this is a review, we just need to select Cancel followed by selecting OK. Lastly, we want to mark the end of the workflow. In the Workflow Control panel, add the end activity and attach our branches to it. Once complete, we are ready to run the workflow. Select the play icon, and we are given one minute to open our email. Let’s quickly do this.
Once we have interacted with the email, we can go back to our workflow, right click the wait activity, and select Display Logs. Within the logs, we can see when our workflow will resume, so it should resume now. Depending on whether we interacted with the email or not, we will be split into two categories by the split activity, responders and non-responders. Since we interacted with the email, we should be considered the responder. Next, assuming we have our address properly configured, we will be targeted for the direct mail delivery, and the workflow will come to an end. You should now know how to create and execute cross-channel campaigns. Thanks for watching.