Loyalty email campaigns

Updated on 20-October-2016 at 10:16 AM

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Loyalty based campaigns enable you to automate communication to a group of subscribers on a one-by-one basis. Instead of setting a specific date of publication, you set Delivery Days.

Warning: at the moment Liquid code or named parameters do not render in email campaigns, take a look at the BC.Next and email campaigns technote for more details.

Example:

  • A Delivery Day of 0 for birthday campaigns means when a customer birthday is reached, the campaign will be sent to them the same day (on their birthday).
  • A positive Delivery Day, such as 5 means your campaign is sent out 5 days after the relevant anniversary date.
  • A negative Delivery Day, such as -5 means your campaign is sent 5 days before the relevant anniversary date.

There are a number of options when sending a loyalty-based campaign:

  • Birthday - Sent on a date relative to customers date of birth. See Manage customer records .
  • Email Series - A series of multiple email campaigns sent at different intervals.
  • Anniversary 1/2/3/4/5 - Sent based on anniversary dates set for a customer record.
  • For trial sites we recommend sending email campaigns to no more than 10 recipients
  • If an "In progress" campaign is deleted, the messages will still be delivered. Deleting an in progress campaign and re-creating it will cause the emails to be sent twice.

Birthday campaigns

Allows you to send each subscriber a personal happy birthday message, which they'll receive automatically on their birth date - this is specified in the CRM entry of the contact receiving the newsletter. This strategy creates a personalized experience for the visitor and encourages them to visit the site again.

When configuring a birthday campaign, you could also set a Delivery Day of -30 which means the message will arrive in their inbox 30 days before their birthday, to let them know about special birthday sales and promotions. You could then set up another campaign with a Delivery Day of 0 which wishes the recipient happy birthday on the actual day of their birthday.

Email series

For Email Series campaigns, you can create a series of newsletters by creating follow ups to the first email. This is done by right-clicking the campaign you wish to copy, then changing the Delivery Day (and other details, as desired). A typical campaign join series might go out at Delivery Days 0, 7, 14, 21, 28 and so on.

You can draft a set of email newsletters that share a common theme, and then send them sequentially to subscribers. For example, imagine a scenario where the business has written a series of newsletters which encompass eight issues and each new message builds upon the information provided in the previous newsletters. In a one-off campaign, you'd need to set the date to specify when each issue is sent out to the list of recipients. One-off campaigns are great, until you acquire a new customer that subscribes when you are already up to issue #7, meaning that the subscriber will jump in the series, missing out on issues 1 through 6. The first newsletter they receive might not make much sense, causing them to unsubscribe.

In these situations, you can set up an email series, which is a set of campaigns that allow you to automate the process of sending a series of newsletters to recipients. Each series begins with issue #1 as the visitor is subscribed to the list. This ensures they'll never miss an issue in the series (unless they choose to unsubscribe before all of the newsletters have been delivered).

You can set up an email series campaign that includes 0 day, 7 day and 14 day delivery days. When each person subscribes, they'll receive issue #1 immediately. Then, issue #2 will be sent to their inbox 7 days after they subscribe, and issue #3 will be sent 14 days after they subscribed. If a second person visits the site a month later and subscribes to a recipient list using the sign up form on your website, they'll receive the same issues at the same intervals, relative to the date that they've subscribed. This process is repeated for every person that subscribes to the recipient list attached to these campaigns. It provides a seamless experience for all subscribers.

Anniversary campaigns

The system supports up to five anniversary-based campaigns. These anniversary campaigns all work the same way, but you can specify the type of anniversary date for each of the five different campaigns. Each subscriber can be set up to receive email messages for up to five anniversary dates.

To set this up, follow these steps:

  1. Choose CRM > Search. Enter the name of the customer and click Search.
    Alternatively, you can click links in the Dashboard to jump to the record of a site visitor that has recently performed some activity on the site. Or, to do an advanced search and filter a set of customers, choose CRM > Customers, choose the search parameters and click View to jump to the individual customer's record.
  2. Once you've accessed the customer's record, click on More in the upper menu, then on the Anniversary Dates option in the drop-down:

  3. Now update the fields to add specific anniversary dates.

Click Save to save the anniversary settings. Repeat with other customer records, as desired. You can also collect anniversary dates using web forms that visitors submit online, rather than manually entering the dates yourself.

For example, if you update the Anniversary 1 date for a customer for 12-months from now, and setup a campaign of this type with a Delivery Day of 0, they'll receive the email campaign when the future date (one year from today) is reached. If you had set the Delivery Day to 5, then the recipient would have received your campaign 5 days after this future date was reached.