Campaigns will take your organization's communication to the next level. We provide you a variety of tools to automatically deliver the most relevant content, helping you actively engage with your subscribers, retain them, and enable them to get the most from the programs and services your organization offers.
What Are Campaigns?
In Communications Cloud, "Bulletins" are multi-channel messages that automatically deliver web, RSS, or other content across email, mobile, and social channels. "Campaigns" include multiple messages strategically deployed to a target audience over time. Each campaign you create includes advanced reports that help you analyze message and campaign performance. You can use campaigns to drive awareness and action, or to test message effectiveness and optimize your communication.
There are two categories of campaigns you can create with the Communications Cloud Advanced Package. These include:
- A/B Campaigns — Continually testing and optimizing your content helps you make sure that your messages have maximum impact. A/B testing is an effective approach that lets you learn more about your audience and their communication preferences, and then tweak your content so it performs better. Communications Cloud's A/B testing campaigns make executing this method quick and easy.
For more information, see A/B Testing Campaigns.
- Re-engagement Campaigns — Re-engagement campaigns are a time saving, easy way to deliver citizen-centric messages to members of your audience who have gone quiet. Use them to free up your time without neglecting your subscribers. Once a re-engagement campaign is enabled, it will monitor your subscriber base, watching for subscribers who have fallen inactive. It sends a message to these subscribers, promoting your popular topics and reminding subscribers why they signed up for email updates in the first place.
For more information, see Running a Re-Engagement Campaign.
From a Subscriber's Perspective
Campaigns boost your efficiency as a Communications Cloud administrator, saving you time while enabling more frequent and consistent communication with your audience. Although the process of creating and running a campaign differs from the process of creating and sending a bulletin, the experience is virtually the same as receiving a single bulletin from a subscriber's perspective. Subscribers receive email or text messages from your organization as they normally would--with one exception:
This ensures that your team has precise control over the timing of campaign messages, letting you reach subscribers at the moments with the most impact.
Accessing the Campaign Tools
Campaigns are an option on the left navigation menu. The main Campaigns page contains a tabbed list of all campaigns created for your account. If no campaigns have been created in your account, this list will be empty. On the campaign pages, you can take the following actions:
- View high-level details about a campaign by clicking the campaign name.
- Edit a campaign with a status of Draft by clicking Edit Campaign--you must have access to all topics selected for the campaign in order to have this option available to you.
- Make changes to a campaign that is currently running by clicking the campaign name to see the Overview page, then clicking Pause Campaign. You can the edit the campaign.
- Click View Report to access metrics for a particular campaign.
- Create a campaign by clicking Create Campaign.
Campaigns and Bulletins
Some campaigns in Communications Cloud, such as A/B testing campaigns, make use of existing bulletins, strategically sending these messages to a targeted audience. These bulletins must exist in draft form before you can select them as campaign messages.
Some campaigns in Communications Cloud, such as re-engagement campaigns and the Welcome New Subscriber campaign, use messages that you draft within the campaign editor.
The state of a bulletin or message used by a campaign depends on the state and type of campaign you created.
- When you first create a bulletin draft to be used by a campaign, it appears on the User Drafts tab of the Bulletins page.
- When you select a bulletin for use in a campaign and save the campaign without sending it, the bulletin appears on the Used by Campaign tab.
- When you create a campaign message in the Campaign Editor for a re-engagement campaign and save it, the bulletin appears in the Used by Campaign tab.
- If the bulletin was distributed as part of a campaign, it appears on the Sent tab.
Note: The winning bulletin in a Test and Send campaign will appear on the Sent tab twice: once for the initial test send, and once for the final send.
- Welcome campaign messages do not appear in the Bulletins tab because these are one-to-one messages, with personalized timing based on the individual's engagement with your content.
For more information about these tabs, see Navigating the Bulletins Pages.
When you create a bulletin for a campaign, you must include content in the subject line and body.
Any other bulletin settings are not required, including:
- From Address — The campaign message will use any from address you specify for your bulletin.
- Recipients — Any recipients selected in your bulletin will be ignored when it is included in a campaign. You will select the recipients for that message when you build the campaign.
- Social Media Channels — The message visibility and social media platforms you select in the Bulletin Channels section when you build your bulletin will be respected during the campaign. For example, if you select a Facebook account and write a message for a Facebook post in the bulletin, when the message is sent during the campaign, the campaign will publish the Facebook post. If you are running an A/B testing campaign and both bulletins include a social media post, both posts will be published. For more information, see Selecting Bulletin Audience and Channels.
- Text Messages — Any text messages you enter in your bulletin will be ignored by a campaign. For any campaign messages that will be sent to wireless subscribers, you will enter text messages for both message versions directly in the campaign creator, after selecting your bulletins for the campaign.
- Link Tracking Parameters — Likewise, any link tracking settings configured in the bulletin editor (if this has been set up for you), will be respected. For more information, see Setting Link Tracking Parameters for a Bulletin.
- Send Options — There are three send options you can choose when you create a bulletin:
- Urgent? This setting is respected by the campaign.
- Schedule Send Time: This setting is overridden by the campaign; the bulletin will be sent based on the timing you specify in the campaign.
- Send Bulletin Detail Report: This setting is respected by the campaign.
- A/B Testing Campaigns
- Running a 50/50 Test Campaign
- Running a Test and Send Campaign
- Analyzing A/B Testing Campaigns
- Running a Re-Engagement Campaign
- Analyzing a Re-Engagement Campaign
- Setting Up a Welcome New Subscribers Campaign
- Analyzing your Welcome New Subscribers Campaign
- Running a Custom Drip Marketing Campaign
- Analyzing a Drip Marketing Campaign
- Filtering Campaign Messages