NOTE: This article is for customers with the New Admin Experience interface (vertical left-navigation bar).



If your interface is different, see Campaign Types (Classic).

Campaigns for Higher Ed

This article describes the various campaigns that are available when Higher Ed is selected as the Industry on the Create Campaign page.

TIP: The campaigns that are available with the other Industry options are discussed in dedicated articles in the Campaign Types section of the knowledge base.

NOTE: Even though these pre-built campaigns have much of the campaign process and steps preset for you, it's a good idea to understand the individual elements that comprise a campaign. A breakdown of each campaign element is provided on the Workflow Builder page.

Campaign Types notes

You should note that Campaign Types:

• Can be associated with more than one industry.
• Are identical to all others with the same name, irrespective of which industry is selected (i.e., the Drip / Nurture Campaign is the same for all Industry options).
• Are selectable only when you are creating the campaign; you cannot change the campaign's type after the campaign has been created.

Each Campaign Type, when selected, offers a description that you can review before you select it.

• If a Campaign Type has sub-types (such as Call to Action does), click What is the difference between these campaigns? in the Intro area to see information about the differences.
• You can also click the Additional Information & Campaign Samples link for more details, setup information, ideas, and sample tracking information.

TIP: Be sure to check out the linked articles at the bottom of this article to easily access information on campaign goals, testing, and setting up abandonment.

A/B Testing

This campaign is a great way to test and compare two or more sample messages to determine, for example:

• the time of day that has the best open rate and
• which subject line leads to better conversion.

The system sends the samples and calculates the "winner" for you, and can even automatically send the "winner" to the recipients who it wasn't originally sent to.

See Create an A/B Testing Campaign to learn about creating a campaign and follow that up with Track an A/B Testing Campaign.

Birthdays & Anniversaries

You can use one of these campaigns to send a greeting on every members' special day. This is a good time to acknowledge how long they've been a member, remind them of important milestones, and show your appreciation.

Simple Birthday & Anniversary

This campaign sends a single message to recipients on or around their birthday or membership anniversary date. The campaign runs daily at the designated time, finds all recipients who meet the date requirement, and sends the email message to them only.

Campaign details

• The campaign is triggered by the value in a Custom Date Field, so it's critical that this field has the most recent data in order to ensure that the message is sent on the correct date.
• Custom Date Fields have a required format: mm/dd/yyyy.
• You can configure the campaign to send the message annually, on a birthday date, or on an anniversary date (e.g., 7th, 10th, 15th).
• Regular database updates ensure that the milestone dates of new recipients are included in the campaign.

Birthday & Anniversary Call to Action

This campaign sends a series of email messages that encourages recipients to take an action (e.g., renew their membership, make a donation, buy a product). All messages in the series are sent to all recipients until the recipients either:

• complete the Call to Action or
• reach the end of the campaign without having completed the goal.

The messages are triggered based on a Custom Date Field. Each message can be scheduled to be sent on the date in the custom field, or on X number of days before or after that date.

Campaign details

• This campaign relies on a Goal to identify which recipients have completed the Call to Action. The campaign goal is the action that you want the recipient to complete.
• The Goal is also the indicator that the recipient has completed the campaign objective and to stop sending further campaign messages. Therefore, it is critical to keep the campaign updated with a list of recipients who have reached the goal. Campaign goals can be updated using a variety of methods: adding recipients to a group; updating a value in a recipient's field; and Google Goals integration.
• You can configure campaign Abandonment. Abandonment identifies recipients who have clicked the Call to Action link, but who have not completed the goal within the specified time frame. These recipients will receive a separate series of messages that encourages them to complete the action.
• The campaign is triggered by the value in a Custom Date Field, so it's critical that this field has the most recent data in order to ensure that the message is sent on the correct date.
• Custom Date Fields have a required format: mm/dd/yyyy.
• Regular database updates ensure that the milestone dates of new recipients are included in the campaign.

Call to Action

You can use these popular and flexible campaigns to send a series of messages to prompt recipients to take an action, such as register for an event or make a purchase.

Rolling Call to Action

These campaigns allow individual recipients to begin, experience, and complete the campaign according to whatever time frame is appropriate for them. You determine how many messages to send and the wait intervals between them. Whenever a recipient is added to the campaign, they receive each of the messages you've designated — with the appropriate wait intervals in between — until they either complete the Call to Action or receive the entire series of messages and reach the end of the campaign.

Fixed Send Date Call to Action

These campaigns send each message to all recipients at the same time. You can configure how many messages to send and schedule the exact date and time for each. Recipients continue to receive the scheduled messages until they either complete the Call to Action or reach the end of the campaign without having completed the goal.

Campaign details

• These campaigns rely on a Goal to identify which recipients have completed the Call to Action. The campaign goal is the action that you want the recipient to complete.
• The Goal is also the indicator that the recipient has completed the campaign objective and to stop sending further campaign messages. Therefore, it is critical to keep the campaign updated with a list of recipients who have reached the goal. Campaign goals can be updated using a variety of methods: adding recipients to a group; updating a value in a recipient's field; and Google Goals integration.
• You can configure campaign Abandonment. Abandonment identifies recipients who have clicked the Call to Action link, but who have not completed the goal within the specified time frame. These recipients will receive a separate series of messages that encourages them to complete the action.

Drip / Nurture

This campaign sends a series of messages with a timed interval between each send. All messages are sent to all recipients, regardless of their interactions. Each recipient can be on their own timeline for receiving messages based on when the campaign starts and when the recipient is added to the campaign.

Campaign details

• The series of messages is sent to all recipients. This campaign does not depend on a goal or a call to action.
• You can send one message to one subset of recipients specified by the enrollment conditions.
• The enrollment query runs at the time of the message send, so the message is sent to everyone matching that description at the date/time.

Event Promotions

These campaigns save time and improve conversion rates by automatically sending the event message to members at the right time.

Our campaigns make it easy for you to combine personalized email messages, pre-populated landing pages, and automatic confirmations and reminder messages.

Fixed Send Date Event Promotion

This campaign sends a series of messages that encourages recipients to register for an event. Recipients continue to receive campaign messages until they either register for the event or go through the entire campaign without registering. You configure:

• how many email messages to send,
• the date and time to send each message, and
• the wait interval (in days, hours, minutes) between each send.

The message is sent to all recipients on the same schedule.

Follow Up

Follow up campaigns provide a tailored and effective way of providing confirmation or crucial details, such as which recipients have submitted a goal, completed a survey/event, or purchased a product.

This campaign sends a series of messages with a wait interval between each send. All messages are sent to all recipients, regardless of their interactions. Each recipient can be on their own timeline for receiving messages based on when the campaign starts and when the recipient is added to the campaign.

Campaign details

• The series of messages is sent to all recipients. This campaign does not depend on a goal or a call to action.
• You can send any number of messages.
• You can configure the wait interval (in days, hours, minutes) between each send.

Fundraising

These campaigns cover donor management, multi-channel marketing (including landing pages), payment processing, abandonment, and advanced analytics.

These campaigns send a series of email messages that encourage recipients to make a donation. Recipients continue to receive campaign messages until they either donate or go through the entire campaign without donating.

Rolling Fundraising Appeal

For this campaign, you configure:

• how many email messages to send and
• the wait interval (in days, hours, minutes) between each send.

The campaign is Rolling, so there is not a fixed date or deadline. Recipients receive the first message when they enter the campaign and receive subsequent messages based on the designated wait interval. Therefore, the message-send schedule is unique for each recipient.

Fixed Send Date Fundraising Appeal

For this campaign, you configure:

• how many email messages to send and
• the date and time to send each message.

Unlike the Rolling campaign, every recipient is on the same schedule; messages are sent only at the scheduled dates and times.

Campaign details

• These campaigns rely on a Goal to identify which recipients have donated.
• The Goal is also the indicator that the recipient has made a donation and to stop sending further campaign messages. Therefore, it is critical to keep the campaign updated with a list of recipients who have donated. Campaign goals can be updated using a variety of methods: adding recipients to a group; updating a value in a recipient's field; and Google Goals integration.
• You can configure campaign Abandonment. Abandonment identifies recipients who have clicked the link to donate, but who have not made a donation within the specified time frame. These recipients will receive a separate series of messages that encourages them to donate.

Notifications

Date Reminder

This campaign sends a single message to recipients on or around the date in the designated Custom Date Field. The campaign runs daily at a designated time, finds all recipients who meet the date requirement, and sends the message to them.

Campaign details

• The campaign is triggered by the value in a Custom Date Field, so it's critical that this field has the most recent data in order to ensure that the message is sent on the correct date.
• Custom Date Fields have a required format: mm/dd/yyyy.
• This is a recurring campaign and will send the message on the specified date every year regardless of the calendar year.
• Regular database updates ensure that the milestone dates of new recipients are included in the campaign.

Schedule Reminder

This campaign sends a series of email messages on scheduled dates and times. All campaign messages are sent to all recipients, regardless of their interactions.

Campaign details

• You can send any number of messages.
• Each message is scheduled to be sent on a specific date and time in the future.

Date Based Triggered

This campaign sends a series of email messages that encourages recipients to take an action. Each message can be scheduled to be sent exactly on the anniversary date in a Custom Date Field, or on X number of days before or after that date. Recipients continue to receive campaign messages until they either complete the Call to Action, or go through the entire campaign without having completed the goal.

Campaign details

• The campaign is triggered by the value in a Custom Date Field, so it's critical that this field has the most recent data in order to ensure that the message is sent on the correct date.
• Custom Date Fields have a required format: mm/dd/yyyy.
• This is a recurring campaign and will send the message on the specified date every year regardless of the calendar year.
• Regular database updates ensure that the milestone dates of new recipients are included in the campaign.

Simple Rule

This campaign is perfect for performing the same action across all recipients. For example, you can configure it to:

• tag each recipient who interacts with your content (opens a message, clicks a link) or
• add to a group all recipients who visit your registration page.

This campaign is easy to set up and runs in the background for your other campaigns, automatically performing the same actions every time a recipient meets the set conditions.

Single Message

This campaign is perfect for sending a message to all recipients in the campaign at a specified date and time. You set conditions to determine who gets the message at the time of send.

Campaign details

• This campaign can be edited before the message is sent.
• This campaign can use advanced conditions to filter the message, allowing you more control over who does and does not get the message.
• You can choose to enroll recipients from a Saved Search. At send time, the campaign will run the search, enroll the resulting list of recipients, and then send the message to them.
• This campaign's messages can be posted to social channels.

Welcome

This campaign sends a series of email messages with a wait interval between each send. Each recipient can be on their own timeline for receiving messages as the campaign starts for each member when they join.

Campaign details

• The series of messages is sent to all recipients, regardless of their interactions. This campaign does not depend on a goal or a call to action.
• You can send any number of messages.
• You can configure the wait interval (in days, hours, minutes) between each send.

Workflow Builder

Workflow Builder is designed to support more sophisticated campaigns.

It provides advanced users with a blank canvas and makes it easy for them to add images, content, and objects to create intricate campaigns and workflows, such as campaigns with multiple branches and multiple triggers, actions, and conditions).

See Workflow Builder to learn about the various campaign elements and how to build your own custom campaigns.

Related articles

Now that you have a better understanding of the various Campaign Types that are available, you can:

• Create & Edit Campaigns
• Manage Your Campaigns on the Campaigns list page
• Learn about Campaign Goals
• Learn how to Test a Campaign
• Learn how to Set Up a Campaign Messages Send Interval
• Learn how to Set Up Campaign Abandonment