Note: The complete timeline campaign documentation is available as a PDF document. Scroll to the end of the topic to download the document for more information and scenarios.
Timeline Campaigns help you to add the “time” dimension to your marketing campaigns. Timeline Campaigns help you foresee customer’s needs and engage them with just the right offers and communication. Timeline Campaigns can be triggered on the first transaction, last transaction, or on real- time events.
Using timeline campaigns, you can
- Segment customers to trigger personalized engagement models and thus achieve higher response rates
- Enable multiple timelines at any point of time to accommodate for likely changes in customer responses and buying pattern
- Automate offer generation and marketing communication
- Add personal milestones such as customer birthdays/anniversaries
Timeline Campaigns help you foresee customer’s needs and engage them with just the right offers and communication.
Creating a timeline campaign involves the following steps:
Step 1: Create a timeline campaign with basic information
Step 2: Add coupons to the timeline campaign
Step 3: Add timelines to the campaign
Step 4: Add rules or actions to the timeline
Step 5: Roll out the campaign
Step 1: Creating a New Timeline Campaign with Basic Information
To create Timeline Campaign for your organization, do the following:
1.On the Campaigns Dashboard, click the + New Campaign button.
2. When you click the + New Campaign button on the Dashboard, the following screen appears.
3. In the New Campaigns screen, do the following:
- From the Campaign Type list, select Timeline.
- In the Campaign Name box, type a name for the new campaign.
- In the Description box, type a short description about the current campaign.
- In the Active Between box, select the time between which marketing communications have to be sent to the customers meeting the conditions set in the campaign.
The hours shown in the drop-down box depend on the active hours configured for your organization. For example, if the active hours for sending marketing communications for your organization is set between 9:00 hours to 18:00 hours, the drop-down box shows the hours between 9:00 to 18:00 hours.
5.In the Campaign Objective box, select the objective from the list of drop down provided. See figure below:drop down provided. See figure below:
The table below describes each category:
|Acquisition||General||Acquire new transacting customers from a given acquisition channel|
|Referral||Acquire new transacting customers through referrals by existing customer |
|Delight||Birthday/Anniversary||Delight customers with incentives around life events to encourage them to transact by redeeming points or coupons|
|Feedback/Survey ||Delight customers with incentives and encourage them to take a survey or provide feedback|
|Informational||Customer Joinee Program||Encourage new loyalty customers to know more about the program benefits and the brand. Increase in repeat purchase frequency and LTV|
|Store Opening (Awareness)||Inform customers nearby about a new store opening to boost transactions at the store|
|Product Launch||Inform potentially interested customers about a new product launch to boost sales for the newly launched product|
|Season/Arrivals||Inform potentially interested customers about new collections/stock in the stores to boost sales|
|Brand awareness, Infomercial||Brand building exercise and information sharing with customers to increase overall customer engagement with the brand|
|Promotional||Up sell||Promotional campaign to encourage people to buy higher volumes of the same SKUs - higher count per SKUs|
|Cross-Sell||Promotional campaign to encourage people to buy different SKUs - higher count of unique SKUs|
|Sales Booster||Promotional campaign to encourage people to buy more - higher ABS and ABV|
|Miscellaneous||Heavy Discount Sale (includes EOSS)||Boost sales during any heavy discount periods including festivals and EOSS|
|Frequency Enhancer||Encourage lower frequency visitors to transact more frequently|
|Lapsation||Reactivate lapsed customers and encourage them to transact"|
6. Click Show Advanced to select additional options:
- Select Disable Test-Control to include all the customers eligible for this campaign.
- Normally every campaign will have a control group (for example 10% of the eligible members who are randomly selected) to whom the marketing communication is not sent. The control group is essential to measure profits.
- Select Track Using Google Analytics to enable tracking of the campaign. When you enable Google Analytics, you must provide the GA Name and the GA Source.
- Select Send Automated Reports to send automated reports to the organization's Point of Contact (PoC) after the campaign is completed.
7. In the Select ROI Campaign Type, select the ROI report type.This tagging is helpful when creating RoI reports for the campaign.
4. Click Create Campaign. The following overview page appears:
You must now create coupons for the timeline campaigns.
Dashboards in Timeline Campaigns
The dashboard in Timeline Campaigns provides a detailed overview of campaign activity and provides data on emails, sms, email delivered, users etc.)