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Smart Targeting: Customer Selection & Multi-campaigns

In the following guide, we go over the basics of setting up a Smart Targeting audience for a campaign and cover one great application of it, Multi-campaigns.

Customer Selection

When setting up your campaign, first set your Base Settings as you wish and navigate to your Customers settings (see image below).

First, make sure you have “Precise segmentation” selected.

Use the slider to select how many individuals you wish to target and then click the “Recompute audience” button.

Please note!

This can also be done directly from the Campaign page.

When you click on the “Find optimal audience” button, Samba will find the optimal number of customers you can target.

After that, you’ll have to select your desired parameters, which include:

  • Send to: This is who will be targeted
    • All: Combines active and inactive customers
    • Active: Customers meeting the criteria set in Settings > Segmentation
    • Inactive: Customers who DO NOT meet the criteria set in Settings > Segmentation
  • Ignore Daily Limits: Samba will not take into account the minimum delay between mails that have set in Settings > Segmentation
  • Filters: Choose from over 60 criteria to narrow your focus

Launch Campaign

If you want to make changes, simply adjust your segments and conditions accordingly. Once you’re satisfied, including your Design, go back to the Campaign page by clicking the “Save and back” button (see image below) from the Design section.

Or you can click on the “< Create campaign” button at the top of the panel to return to your Campaign page.

Multi-campaigns

Now that you know how to set segmented emails, it’s time to create a “multi-campaign” or a series of connected emails where each identified customer will qualify for one of.

Think of it like a tower of sieves, where each sieve has a different mesh size. Thus, the customer enters into the highest sieve and gradually falls through the entire tower until it empties into a sieve that it no longer falls through.

In a similar fashion, Samba automatically takes every customer and places them into the top of the net (top email). If the customer does not meet the criteria set out in this email, they will drop through to the one that is one level below and continue until they land within an email that meets their unique conditions.

With that in mind, we generally recommend that you create product-specific campaigns first and end with general ones. This ensures that customers who “qualify” for more relevant, product-specific emails do not end up with a general email and those customers who don’t qualify for product-specific emails are sent the general one.

To do this, you’ll have to create separate emails within the same campaign for each “product” segment you want to target and a general one with no product filter. For each of those segmented emails, you can restrict the product selection for that email from the Base settings of that respective email (see image below).

For example, you can create 3 emails using the same Smart Targeting operation listed above and 2 of those 3 will focus on two of the most popular pet product categories (one for cats and the other for dogs), each with their own customized email. All customers who do not meet the criteria of those 2 (fish owners, for instance) will receive the last email, which is a more general email.

 

 

This post is also available in: Čeština (Czech)

Updated on July 3, 2019

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