Engagement campaigns make it easier for you to identify which recipients have not recently interacted meaningfully with your organization. For example, you can configure a re-engagement campaign, designed to get them involved again. You can tailor the content of engagement campaigns to match the interests of each recipient, thereby increasing the likelihood of their re-engagement.
To manage engagement campaigns:
- Access the Admin interface.
- Click Engagement.
TIP: On list pages, click a column header to sort on that column. Click the columns count below the list to add and remove columns in the current view.
The Engagement list page displays your organization's engagement campaigns by name, numerically then alphabetically.
NOTE: All engagement campaign names that start with a number will be listed before engagement campaign names that start with a letter. For example, 2019 Renewal and 2020 Welcome would appear earlier in the list than Renewal 2019 and Welcome 2020. Keep this in mind when creating/naming your engagement campaigns.
TIP: Learn about the different Campaign Types.
Start Date and End Date columns
These columns might be blank, depending on the engagement campaign's set up and other factors.
- Regardless of whether a start date has been configured, the column gets populated only when the engagement campaign actually starts.
- If an engagement campaign has been configured with an end date, that date will display in the End Date column as soon as the engagement campaign is deployed.
- If you stop an engagement campaign that does not have a scheduled end date, the End Date column will not get updated.
Locate Engagement Campaigns
There are a few features that you can use to more quickly locate engagement campaigns.
- Use the column headers (click to sort on) if you know either who created the engagement campaign or one of the date columns if you know that there was recent activity (e.g., created, modified); this will re-order the list and bring to the top those with recent activity.
- Use the Search feature if you know the name of the engagement campaign and to find engagement campaigns with similar names. The search also queries the Status and Created By fields.
NOTE: The search field is not case-sensitive; "M" and "m" will yield the same results.
- Use the Filters option if you know which folder an engagement campaign is in. You can also filter by Initiative if your account uses them.
NOTE: Initiatives are a way to group engagement campaigns that are stored in separate folders. For example, you could name an Initiative 2019 and then group some of that year's engagement campaigns that are stored (and can remain) in separate folders based on their purpose or audience. See Campaigns Dashboard for more information.
Getting in the habit of using these features will simplify locating your engagement campaigns so you can get to the business of managing them and using them to keep your recipients engaged.
Manage Engagement Campaigns
There are several action buttons above the list that you can use to manage your engagement campaigns.
To activate the buttons, you have to select an engagement campaign, and then you can:
- Edit various options and conditions. Refer to Set up an Engagement Campaign, below, to learn more about editing an engagement campaign.
- Create a copy of it by clicking Save as and giving the copy a unique name.
- Rename the engagement campaign.
- Remove it by clicking Delete.
- Click Track to open the engagement campaign's "overview" page with statistical data (start date, members count, days running count, and status).
- Click Preview to view the Preview Campaign dialog which displays a summary of the engagement campaign details.
NOTE: The information that is presented will be different for each campaign type and unique to each engagement campaign.
The bulk of creating engagement campaigns is done on the Setup Campaign page, which can have two or more configuration sections, depending on the type of engagement campaign.
To create an engagement campaign:
- On the Engagement list page, enter a name in the New Engagement Campaign field at the top and click Create New.
- On the Create Campaign page, select the industry your organization belongs to. The information in the How do I know which campaign to choose? area will update based on the chosen industry.
- Click the right dropdown and select a Campaign Type.
There are many engagement campaign types available from the dropdown. Feel free to select one to learn more about it; you'll remain on this page and can change your selection if it's not suitable. Note that some engagement campaign types have sub-types. For example, the Associations industry and the Segmentation campaign type combination offers two engagement campaign options: Basic Segmentation and Customized Segmentation. In this case, click the "What is the difference..." link to review the distinctions before you decide.
TIP: Each engagement campaign has an "information and samples" link that opens a dialog with helpful information.
NOTE: Once an engagement campaign has been saved, you cannot change its type, so carefully review the type options and select the one that best suits your objectives.
- Click Select.
- Continue with Set up an Engagement Campaign, below.
NOTE: The industry and campaign type that are selected here will determine the unique combination of configuration options that are presented on the Setup page that follows. Use the configuration options to customize your engagement campaign to segment your contacts, manage disengaged contacts, or assign points based on contacts' actions.
TIP: Use the convenient on-page information boxes (accessible from the circled "i" icon) for details on how to configure the various options when creating and editing engagement campaigns.
Set up an Engagement Campaign
The engagement campaign Setup page will have sections that are based on the industry-and-campaign type combination for the engagement campaign that you are creating or editing. There are countless configuration possibilities, so the following example is provided as reference only; your Setup page configuration options could be very different.
Reference the numbering in the above image for the descriptions that follow.
1 - The campaign type will be listed at the top of the page (in this case, Basic Segmentation), followed by the engagement campaign title.
2 - Each section has a circled "i" icon next to the title. Click these to access on-page information boxes that have details that are specific to that section.
3 - Some configuration options are blue text, such as Re-engaged Users and any link in the example. These are prompts for you to choose something. Click the text to open an on-page Make a Selection dialog in which you can choose from a list (of contacts, messages, or groups, for example). Some selection dialogs have check boxes that allow for multiple selections.
4 - Some configuration options are dotted-underline text, such as click specific link and tag them in the example. These are prompts for you to choose something. Click the text to open an on-page list of options. Some of these options might change the clickable items that follow them, or even add options that weren't there but which are now required. For example, choosing visit a webpage adds a blue-text option, page url, which has to be configured in order for the condition to work.
5 - Below some of the sections, there will be a plus symbol (+) followed by text, such as + Segment in the example. This enables you to add conditions to that section to further refine how you want the engagement campaign to perform.
6 - If a section has multiple conditions, click an X to delete an unwanted condition.
When you've specified all the conditions, click Next.
NOTE: If you click Next and there are unsatisfied conditions, you will be prompted to "fix the errors" before you can proceed to the Review page.
NOTE: MA Enterprise does not "QA" the logic of your conditions. You should review your selections before proceeding.
Review an Engagement Campaign
The engagement campaign Review page presents a "consumable" summary of your configuration options.
In the upper portion of the page, click Print Screen to open a "preview" of this page. You can print a copy or choose one of the save options.
Some conditions might appear as links, such as Welcome Message #2 in the image. When this link is clicked, that message opens in a new tab. This is a useful "check" before deploying the engagement campaign.
After reviewing your configuration options and conditions, click Next.
Deploy an Engagement Campaign
The engagement campaign Deploy page is your last opportunity to review your engagement campaign details. If you're satisfied and want to proceed:
- Choose when to start the engagement campaign by either accepting the "immediately" option or selecting the "schedule" option and choosing a date and time.
- Choose when to end the engagement campaign by either accepting the "manually" option or selecting the "schedule" option and choosing a date and time.
- Click Deploy Campaign.
- At the confirmation prompt, click Yes.
The page will refresh and update the Schedule section with your start and end selections. Also, now there's a Campaign Status section in which you can cancel the pending deployment.
TIP: Navigate back to the Engagements list page and confirm that your engagement campaign is listed and that its details are correct.