How to create a Marketing Automation Campaign
This section focuses on how you can create a marketing automation campaign within Websand and bring your data driven marketing strategy to life.
In Campaign, you select the audience and the message. Manage the personalisation and the timing of your marketing activity and make your Campaign live.
Set Up | Import | Segmentation | Messages | Campaigns | Reporting
How to create a marketing automation campaign
The Campaign feature within Websand controls the sending of your marketing messages, be that a trigger campaign as part of your data driven marketing strategy or a one off send to a specific customer group.
This simple video explains how to create a marketing automation campaign within Websand.
When you create a marketing automation campaign in Websand you connect the data within Search to the Email messages you’ve created.
So create a marketing automation campaign in Websand you must first
- create an audience for your marketing campaign using search
- create an email marketing message
- create a sender (the email address that the message will be ‘sent’ from)
Once these are in place create a marketing automation campaign using the following steps…
- Once in the Campaign edit screen…
- Click on the ‘New Campaign’ button in the top right of the screen.
- Click on ‘Campaign’ from the Websand header menu…
- Once in the Campaign creation screen, follow these steps…
- Give your Campaign a name
- Select the source table for your campaign (the table that contains the search for your audience and the message for your campaign).
- Select your sender address.
- Select your email message (only messages that are attached to the table in step 2 will appear in the dropdown list).
- Map your substitutions (see next section: Merging your data).
- Select your audience (only searches from the table you selected in step 4 will appear in this list).
- Select the date range that you wish the Campaign to be live.
- Select the times ranges for each day that you wish the Campaign to be active.
- That’s it. Your Campaign set up is complete, once you Save your Campaign
Making your Marketing Automation Campaign Live
Once your Campaign has been Saved, it does not automatically go live and start sending messages. You need to make your Campaign active. You do this from the Campaign list.
To make your Campaign active – simply click on the Red ‘pause’ button next to the relevant Campaign and that Campaign will turn into a Green ‘play’ button.
Your Campaign is now active. Or as we like to say ‘in-play’
Merging your data – substitutions
When you create a message, you need to attach your message to one of your data tables (make sure this is a table that contains an email address!).
Within the message can create a data substitution using a tag – (created by wrapping a single lower case word in [ ] e.g. [first]).
The data substitution section of the campaign creation is where you connect these [tags] to the table attached to your message.
In the example above, [first] is linked to the ‘Given Name’ field from the Customer table, so if the ‘Given Name’ for a Customer selected was “Solo”, the personalisation would read…
Where data does not exist in the field selected for the substitution, the [tag] can be replaced by a ‘Default Value’, such as You, the personalisation would read…
If no ‘Default Value’ is entered, and the ‘Given Name’ field in the Customer table was ‘NULL’ or blank… don’t worry, the personalisation would read
CAUTION: To avoid any issues please make sure that the [tags] are in lower case and are a single word.
Creating Data Driven Triggers
When you make a marketing automation campaign live, everyone in the search you’ve selceted will receive the marketing message you’ve selected.
Depending on the [search] you’ve created, this will either be a one off or a ‘live’ marketing automation campaign.
This means that whenever a customer meets the criteria of the [search] you have created they will receive the email message you have created to that Campaign.
Don’t worry about repeating yourself as each person within the [search] will only receive the email marketing message once for each Campaign.
If you are creating a date driven trigger, for example – no purchase in the last 30 days – remember to set the ‘time from’ and ‘to’ for the marketing automation campaign. If you do not set the time, the marketing automation campaign will trigger and the message will be sent at 12:01am.