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Marketing Campaigns

You can find this section under Email Marketing > Marketing Campaigns in the IRP Admin left navigation menu.

You use this page to set up and manage your event-driven email remarketing campaigns and mailshot campaigns.

Overview

Campaigns are managed as flows stemming from a particular event. You can add various Actions and Timing steps to the flow once you have selected an event type; some steps will be automatically generated.

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The available Actions and Timing steps will vary based on the event type you select. For more details, see How to Add or Edit a Marketing Campaign.

MarketingCampaigns.aspx page

The MarketingCampaigns.aspx page appears as follows:

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There are separate tabs for Remarketing Campaigns and Mailshots. Both tabs use the same search feature where you can find any campaign by name, active/inactive status, event type (Order Placed, Dropped Basket, etc.) and archive status.

Remarketing Campaigns tab

You can see the following details in the main grid:

  • ID: The unique identifier for this remarketing campaign, added automatically by the IRP.
  • Campaign: The name of the remarketing campaign used within IRP Admin.
  • Type: The type of campaign and the events that will cause the campaign to trigger emails and to stop.
  • Recipients: The type of recipients this remarketing campaign will be sent to, for example 'everyone'. You can click on the figure to open the appropriate editing page.
  • In Flow: This is the number of sends that have been scheduled as part of the campaign. For example, when a customer drops a basket, they will go into the workflow with a send scheduled for whatever the configured delay is before the first email send; if in between time, a Stop action is triggered, the customer will be removed from the workflow.
  • Emails: Here you can view the following details:
    • Subject: The subject line of the email.
    • Sent: The number of emails that have been sent.
    • Opened: The number of times that the email has been opened.
    • Clicks: The number of times that the email has been clicked on.
    • Unsubscribes: The number of times that the email has been unsubscribed from.
    • Sales: The total value of sales generated by the email.
  • Orders: The number of orders generated by this remarketing campaign.
  • AOV: The average order value generated by this remarketing campaign.
  • Sales: The total value of sales generated by this remarketing campaign.
  • Status: This indicates the status of the campaign (e.g. Active or Inactive).
  • Update: Select 'Deactivate' or 'Archive'.
  • Copy: Click this button to make a copy of the campaign so that you can easily adapt it to use for another campaign.
  • Manage: Click this button to make changes to the campaign details, test sending the emails, check the campaign status, view stats and audit history.

Mailshots tab

You can see the following details in the main grid:

  • ID: The unique identifier for this mailshot campaign, added automatically by the IRP.
  • Campaign: The name of the mailshot campaign used within IRP Admin.
  • Recipients: The type of recipients this remarketing campaign will be sent to, for example 'everyone'. You can click on the figure to open the appropriate editing page.
  • Email Details: The Subject, 'From' Name and 'From' Address of the mailshot.
  • Sent: The number of emails that have been sent.
  • Opened: The number of times that the email has been opened.
  • Clicked: The number of times that the email has been clicked on.
  • Unsubscribes: The number of times that the email has been unsubscribed from.
  • Orders: The number of orders generated by this mailshot.
  • AOV: The average order value generated by this mailshot.
  • Sales: The total value of sales generated by this mailshot.
  • Status: This indicates the status of the campaign (e.g. Active or Inactive).
  • Sending Status: This indicates the sending status of the mailshot, for example 'Not Sent'.
  • Last Sent: The date when this mailshot was last sent.
  • Next Send: The next scheduled send date for the mailshot.
  • Update: Select 'Deactivate' or 'Archive'.
  • Copy: Click this button to make a copy of the campaign so that you can easily adapt it to use for another campaign.
  • Manage: Click this button to make changes to the campaign details, test sending the emails, check the campaign status, view stats and audit history.

Other functions

At the top of the page you can use the following buttons:

  • Remarketing Events: Click this button to switch on the master setting to enable customer remarketing events. When this box is checked, customer-triggered events will be enabled and will qualify for active remarketing campaigns that you add on the MarketingCampaigns.aspx page. This setting is also available on the Email Settings page.
  • Legacy Campaigns: Click this button to go to the EmailCampaigns.aspx page. This is where you can view legacy mailshot campaigns, legacy dropped basket campaigns, legacy re-engagement campaigns and legacy birthday campaigns. For more details, see Legacy Campaigns: Overview, Legacy Campaigns: How to Manage a Legacy Birthday Campaign, Legacy Campaigns: How to Manage a Legacy Re-engagement Campaign, Legacy Campaigns: How to Manage a Legacy Standard Mailshot Campaign and Legacy Campaigns: How to Manage a Legacy Dropped Basket Campaign.
  • Errors: Click this button to view email marketing campaign errors on the RemarketingCampaignAuditHistory.aspx page. For more details, see How to View Remarketing Campaign Audit History.
  • Segmentation: Click this button to go to the EmailSegmentation.aspx page where you can view and edit all of the email segmentation options available to you on the IRP. These include email profiles, mailing list segments, email reports and email send lists. For more details, see the Segmentation help topic.
  • Audit History: Click this button to go to the RemarketingCampaignAuditHistory.aspx page where you can view the log entries for your email campaigns, including the dates sent, campaign source, audit notes, Admin User, errors and so forth. For more details, see How to View Remarketing Campaign Audit History.
  • Add New Campaign: Click this button to set up a new email marketing campaign on the RemarketingCampaignEdit.aspx page. For more details, see How to Add or Edit a Marketing Campaign.
  • [Cogwheel]: Click this button to go to the EmailSettings.aspx page where you can view and edit all M-Cloud Settings. For more details, see the Email Settings help topic.

Other key features

Other key features of the IRP email marketing suite are described in the sections that follow.

Auditing of email sends

All email sends, including attachments, are audited within IRP Admin. This improves visibility on exactly which emails have been sent to whom. This is used mainly for statistics and advanced functionality and is enabled using two Application Settings in the 'Emails' grouping:

  • Enable Email Auditing: When enabled, every email send will be logged in the database.
  • Enable Email Content Auditing: When enabled, all sent email content will be logged in the database.

You can view email sends on the EmailSendHistory.aspx page (you can also access this page by clicking the Email Send History button on the Mailing List page, MailingList.aspx). Note that customer send records are deleted seven days after sending.

Email stylesheet

The Email Stylesheet is included in all emails. This includes existing system emails, mailshot emails and remarketing emails.

Email Alerts bar

You can see at-a-glance information about your emails using the Emails Alerts Bar at the top of your IRP Admin page (to see this bar, select 'Emails' from the drop-down menu under the search bar at the top of the page):

Emails alert bar

Small Translations for the 'Unsubscribe' link

You can use the following Small Translations for the 'Unsubscribe' link in your emails: 2503, 2504 and 2505.

'Last Engaged' timestamp

The 'Last Engaged' timestamp is recorded against Mailing List entries. This is updated when a customer clicks a link in a marketing email and also when viewing system emails. This helps with tracking the engagement of each Mailing List entry by tracking link clicks within emails. If you have SQL abilities, this would be available in reports querying the Mailing List.

Email validation

Email validation in the IRP makes use of the most up-to-date implementation recommended by Microsoft, thus allowing fully-functioning email address validation for modern addresses and domain names.

Default email address and display name in IRP Admin

You can set the default email address and display name that you see on pages in IRP Admin by setting values for the following Application Settings in the 'Emails' grouping:

  • Offer Email Address: The Offer Email Address that will appear as default on the Administration Email Edit, Private Sale Edit and front-end Email Subscription pages.
  • Offer Email Display Name: The Offer Email Display Name that will appear as default on the Administration Email Edit pages.

How To Guides (9)

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Open
How to Add or Edit a Marketing Campaign
Open
How to View Remarketing Campaign Audit History
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How to View Emails Online or Email a Friend
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How to Understand Email Campaign Placeholders
Open
Legacy Campaigns: Overview
Close
Legacy Campaigns: How to Manage a Legacy Birthday Campaign

To run a Birthday Campaign, follow these steps:

  1. Ensure that the Enable Customer Date Of Birth Entry Application Setting has been enabled.
  2. Go to Email Marketing > Marketing Campaigns in the IRP Admin left navigation menu.
  3. Click the Legacy Campaigns button at the top of the page.
  4. To edit an existing Birthday Campaign, find the Campaign that you are interested in and click the Edit button at the right side of the row belonging to the Campaign that you want to edit.
  5. If you want to simply copy the Campaign and adjust some details to use it for another Campaign, click the Copy button.
  6. To add a new Campaign, click the Add Campaign button at the top of the screen.
  7. Complete the details on the tabs that appear, as described in the sections that follow.

Campaign Type tab

  1. Complete the following details on the Campaign Type tab (note that the tab will by default refer to 'Standard Mailshot' until you use the 'Campaign Type' setting to set the type of Campaign):
    • Status: The current status of the email Campaign. For mailshot campaigns this can be one of 'Inactive', 'Scheduled', 'Sending' or 'Sent'. For re-marketing campaigns this can be one of 'Paused', 'Live' or 'Sent'.
    • Campaign Name: Enter a name for the email Campaign that will be used to identify the Campaign throughout the IRP Admin.
    • Campaign Type: Choose the type of email Campaign: Customer Birthday.
    • Traffic Partner For Tracking: Select the traffic partner that will be associated with this Campaign. All sales placed as a result of this email will be tracked via this partner. To add n new traffic partner click the 'Add New' button.
  2. Click the Insert Campaign button.
  3. Move to the Email Content tab, as described in the section that follows.

Email Content tab

  1. Complete the following details on the Email Content tab:
    • Email ID: The ID of the Email within the Campaign used by the IRP (created automatically).
    • From Email Address: The email will appear to have been sent from this email address when viewed by the recipient customer.
    • From Display Name: This will be the name displayed in the recipients' inbox as the name of the sender.
    • Subject: The subject of the email that will display the in the inboxes of the recipient customers. Obviously this should be in whatever language is appropriate for the recipients of the email.
    • Language: Select the language that will be used for any translatable content within the email such as unsubscribe links. For example, if this is a German email and you have configured a German translation ('abbestellen') for Small Translation 2504 (which is used for the 'unsubscribe' link within emails), you should select 'Deutsch' from the Language drop-down menu and click 'Update Campaign' . You can then click 'Preview' to see the German version of the unsubscribe link contained in the German version of the email and this is what will be used in the emails sent to the recipients.
  2. Complete the following details in the 'Email Content' section:
    • Header & Footer: Select a (previously configured) a header and footer that will display above and below the email content. Make sure that this is in whatever language is appropriate for the recipients of the email. Click the 'Preview' button to see what these look like.
    • HTML Version: Enter the HTML version of the email content that will be displayed to customers. Make sure that this is in whatever language is appropriate for the recipients of the email. Use any of the placeholders listed. Note that if you are incorporating Vouchers, you MUST include the Voucher-related placeholders.
      NOTE: For more information see How to Understand Email Campaign Placeholders.
    • Include Plain Text Version: When unchecked only an HTML version of the email will be sent to the customer. When checked both an HTML and text version of the email will be sent.
    • To include existing content that you have saved elsewhere, click the Upload Files button.
    • To include a Custom Product List, click the Add Product List button.
  3. Complete the following details in the 'Vouchers' section:
    • Include Voucher: Check to include a voucher with this email. If selected a single-use free voucher will be added to the email for each customer who receives it. The amount, discount type and number of days it is valid for can all be set.
    • Discount Type: The discount type that will be used for the voucher that is generated for this email. This can be money off or percentage off.
    • Currency: The currency that will be used for the voucher that is generated for this email.
    • Amount: The value amount of the voucher that will be generated for this email. For foreign currencies, the value is converted for non-percentage amounts only
    • Minimum Spend: The amount the customer has to spend to receive the discount. The text fully translatable using small translations 2633, 2634, 2635 and 2636
    • Valid For Days: The number of days that the voucher will be valid for. After this time the voucher will expire.
    • Add Product Restriction: Select the type of restriction to add to this email voucher (No Restriction, Brand Only, Category Only, Brand Category Combination).
  4. Click the Update Campaign button.
  5. To preview the email content with test data, click the View Parsed Content button.
  6. Move to the Test tab, as described in the section that follows.

Test tab

  1. Select the email content to use for test using the Select Campaign Email drop-down list.
  2. Use the Send To setting to send to an individual email address or a test list.
  3. Click the Preview Email button to see what the email will look like.
  4. Click the Send Test Email button to send the email to the test recipients.
  5. Assuming all is as you want it, move to the Recipients (Matching Birthdays) tab, as described in the section that follows.

Recipients (Matching Birthdays) tab

  1. Complete the following details on the Recipients (Matching Birthdays) tab:
    • Who are you sending it to: Select the type of recipients that this email will be sent to (Everyone, Email Profile, Mailing List Segment, Report, Private Sale Invitees).
    • Include Unsubscribed Customers: Customers who have unsubscribed to the mailing list will be included in the recipients for this campaign email. This is not recommended unless issuing a product recall. Sending emails to unsubscribed customers will potentially cause you to be blacklisted as a spam sender.
    • Birthday: When checked, this Campaign will only send emails between the provided dates, or 'any time'. Note that the 'Between Specific Dates' radio button is pre-selected and the current date is set as the default 'Date From' value when you insert a new Campaign.
    • Date From / Date To: Emails will only be sent between the specified dates.
    • Number Of Recipients: This is the number of people who will receive this email based on the selection above. Note that an exact count is not available for event based email campaigns as the number of recipients constantly changes based on customer activity e.g. how many customers drop baskets, etc.
  2. Click the Update Campaign button.
  3. Move to the Preview & Send tab, as described in the section that follows.

Preview & Send tab

  1. You can now configure the follows details:
    • Send After: Set the time period to Minutes, Hours, Days or Weeks. Note that you can insert a negative value here if you want emails to be sent for the hours, days or weeks before a customer birthday.
    • Active: Check the Active box if you have finished configuring the Campaign.
  2. Assuming all is as you want it, click the Start Campaign button.

Viewing campaign stats and adding emails to campaigns

You can use the Previous Send Stats tab to view key statistics about the emails you have sent. Stats include: Total Sent, Total Opened, Total Open Rate, Total Clicks, Total Click Rate, Total Unsubscribes, Total Orders, Total AOV and Total Revenue.

If you want to add more emails to the same Campaign (allowing you, if necessary, to track traffic partners independently), open the Email Content tab and click the orange 'plus' symbol (+) beside the tab for the Campaign.

Then proceed as described in the steps above. If you want to remove an email from a Campaign, click the Remove This Email button.

Note: If you want to delete a Campaign, click the Edit button for the Campaign and then click the Delete button. You will be asked to confirm your decision, understanding that you cannot undo this action once it is done.

Open
Legacy Campaigns: How to Manage a Legacy Re-engagement Campaign
Open
Legacy Campaigns: How to Manage a Legacy Standard Mailshot Campaign
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Legacy Campaigns: How to Manage a Legacy Dropped Basket Campaign
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