Cross-channel delivery is a goal for all marketers. Aside from following best practice rules and having the right technology in place to back you up, there are key components and concepts to understand before planning your cross-channel campaign.
Firstly, there often struggles related to a siloed working environment, the inability to sync all channels and optimise CX. How can a marketer deliver the best experience, in real time, across channels, while customers are going through their journey on their preferred channel? To stay as the go-to option for your customer at all times requires the ability to show insight in your customer’s every interaction across all channels, including offline. Look for siloed customer data and bring it into the marketing mix.
Insightful cross-channel communication shows an ability to connect every moment along the journey. To the level that it can be unified, the messages become closer to a single, coherent conversation with your customers.
A seamless customer experience delivers a unified conversation across channels. Adobe Campaign Standard provides the functionality to personalise and deliver campaigns that take advantage of both online and off-line channels. It excels at sending personalised, right-time emails and co-ordinated cross-channel messages that improve the entire customer experience.
This introduction guide will help you understand the first steps you need to take towards a unified cross channel experience. You’ll learn how to use workflows to improve cross-channel delivery experiences. We will be covering:
A workflow provides a canvas and tools to manage complex activities in a single flow. It contains a variety of functionality to manage both business and technical requirements, like loading data from an external database, defining target segments, reconciling data, triggers by external signals, approvals, dealing with multi-channels executions, technical processes, etc.
Many activities are available to help you design your workflows; we can group them into four main categories:
Before building a cross-channel campaign, it is important to learn the principles of workflow building. By connecting the activities mentioned in the previous topic, based on the process required, data results are flowing along from one activity to the next through the arrows as transitions. This creates a flow which could be based on a simple automated targeting email and SMS for example. Each one of the activities can be checked or edited for parameters. Keep interim population allowed data to stay in each transition. Follow these 4 steps to create your first workflow:
In this guideline, we will show how to build a workflow with audience selection and filtering criteria into two segments for email and SMS delivery. To create a new workflow, follow steps 1-3 in previous section:
For a wider range of channels and more complex campaigns, best practices are helpful for keeping critical information visible at all times. These items may require an admin user to set them up.
Workflow logs provide errors in a chronological order. The Logs tab consists in the history of the execution of all or some selected activities. The Tasks tab details the execution sequencing of the activities. Simply choose activity, then click a task for specific activity log.
Delivery logs allows you to monitor the success of your deliveries. Exclusion logs return excluded messages during preparation of the sending. Sending logs provide the status of the delivery for each profile.
The Delivery alerting feature is an alert management system that enables a group of users to automatically receive notifications containing information on the execution of their deliveries.
Building multi channels campaigns is not rocket science, but it requires you to strictly follow steps and best practices. This guide can be used as a reference for key steps to make sure that you are building your first multi-channel campaigns with the most confidence, or even as a helpful learning guide.
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