Why an Engagement Campaign?

Engagement Campaigns are a great way for you to more easily identify which of your account's contacts:

• are/are not meaningfully interacting with your organization and its messages;
• have lapsed memberships; and
• have invalid email addresses.

After identifying contacts who have something in common (e.g., lapsed membership), you can group them and then send targeted messaging — to just that group — based on that commonality.

NOTE: This article describes the pre-built campaign types that are available as Engagement Campaigns so that you can more quickly determine which is the best option for your campaign objective.

Pre-built campaigns

NOTE: The campaigns that are described in this article are available only as Engagement Campaigns. They are not available from the Campaigns page.

Higher Logic's pre-built campaigns make creating a campaign much quicker because:

• the recommended elements and steps are already in place, and
• they remove a lot of the guess-work around which campaign to use because they have been set up by experienced campaign designers and are based on proven campaign designs.

TIP: Even though 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.

Engagement Campaign Types

Before you start creating a campaign, it's important to consider the objective of your campaign. Then you should use this article to review the intent of each campaign type.

TIP: Consider: Each campaign is not only pre-built, it's purpose-built.

It's a good idea to understand a campaign's purpose so that you can choose the best option, based on your objective.

Notes

When you start creating a campaign, you have to select the industry that your organization belongs to.

• The industry selection does not impact your campaign; it is used for benchmarking metrics.
• The same set of Engagement Campaigns is available regardless of which industry you choose.

Then, you have to select a type of campaign, and then the specific campaign.

• The campaign type is selectable only when you are creating the campaign; you cannot change the campaign's type after the campaign has been created.
• The campaign type (along with the Industry selection) determines which configuration options display on the Setup Campaign page.
• Select a campaign type to display its description (a in the image below) as well as descriptions for any campaign sub-types (b).
  • If a campaign type has sub-types, click What is the difference between these campaigns? (c) to see information about the differences.
  • Click Additional Information & Campaign Samples under any campaign description (d) for campaign-specific details, setup information, ideas, and sample tracking information.

TIP: To help you decide which campaign is right based on your campaign objective, the sections that follow provide details on the configuration options that are unique to the campaign types and sub-types.

Engagement campaigns

PURPOSE: Use to automatically place your recipients into Engaged and Disengaged groups.

Engagement campaigns make it easier to automatically recognize those who have not recently interacted meaningfully with your organization. This can trigger campaign messages that encourage these people to re-engage. You can tailor these messages to match the interests of each recipient.

Interaction from Last Number of Messages Sent

For this campaign, engaged is defined by having interacted with at least one of the last X messages that were sent. For example, "at least one of the last 11 messages."

• When a recipient interacts with a message, they are considered engaged.
• Any recipient who does not interact based on the campaign's conditions is considered disengaged.

Interaction Based on Date Range

For this campaign, engaged is defined by having interacted with at least X messages that were sent during the specified time period. For example, "at least three messages within the past two months."

• When a recipient interacts with a message, they are considered engaged.
• Any recipient who does not interact based on your conditions is considered disengaged.

Campaign notes

• Opens and Clicks are considered "engagement" actions.
• Clicks are stronger indicators of true engagement.
• The higher the number of messages you specify as the threshold, the more likely recipients are to be considered engaged.

Using groups

You can set up Engaged and Disengaged groups and the campaign will automatically add/remove recipients to/from the groups based on their interactions.

Having these groups makes it easier to identify which recipients are more likely to engage with your messages, so you can target your content to them.

Use the Filter Out Group option upon send to select the target groups and then filter out one or more groups. When the message is sent, it automatically removes those in the filter-out group.

Lead Scoring campaign

PURPOSE: Use to assign points (or scores) to recipients based on their interaction with your content.

Lead Scoring campaigns give you the ability to automatically award points to recipients when they perform an action (such as those listed in this section) which can be used to configure Segmentation rules.

NOTE: Some of the following might not be available in your account.

• Opened a message
• Opened a message in a message category
• Clicked a link label
• Clicked a link in a message category
• Submitted a survey
• Registered for an event (or a paid item)
• Was added to a group
• Received a tag

Additionally, you can configure Score Thresholds whereby, when a recipient accumulates a certain number of points they can be added to a group, given a tag, or even added to another campaign. You can also have an internal notification sent with the recipient's information.

Campaign notes

• You can create unlimited numbers of Lead Scoring campaigns, lead scoring rules, and threshold rules.
• Lead scoring rules are independent of other rules.

Re-engagement campaign

PURPOSE: Use to encourage re-engagement among disengaged recipients.

For this campaign, re-engagement is defined as a recipient either opening a message or clicking a link.

TIP: If you don't already have a Disengaged group of recipients, use the Engagement campaign (discussed above) to automatically identify disengaged recipients.

In this campaign, you set:

• the number of messages to send,
• the wait interval between messages, and
• whether re-engagement is triggered by opening a message or clicking a link.

Campaign notes

• You can send any number of messages.
• When a recipient performs the "re-engagement" action (opens a message or clicks a link), they are no longer considered disengaged.
• You can use an Engagement campaign to set up rules to classify a recipient as being disengaged, and automatically add them to the group which will then enroll them in the re-engagement campaign.

Automated actions

A Re-engagement campaign can be configured to automatically take a variety of actions based on whether the recipient performs the "re-engagement" action. Depending on how the campaign is configured (recipient does vs. does not re-engage), the campaign can automatically:

• Add the recipient to a group(s)
• Remove the recipient from a group(s)
• Tag the recipient
• Remove a tag from the recipient

Segmentation campaigns

PURPOSE: Use to segment recipients into different groups based on their interactions with your content.

Segmenting your recipients enables you to more easily create targeted campaigns so that you can, for example, focus "re-engagement" type messages to those who have not been meaningfully interacting with your organization.

Basic Segmentation

This "simple" campaign requires minimal configuration. You can set up Segmentation rules using the interactions listed below.

Any recipient who takes any one of the following actions is automatically added to the designated group for the action.

NOTE: Some of the following might not be available in your account.

• Opened a message
• Opened a message in a message category
• Clicked a link label
• Clicked a link in a message category
• Submitted a survey
• Registered for an event (or a paid item)
• Was added to a group
• Received a tag

Customized Segmentation

This "advanced" campaign gives you more control over the conditions of the required action. You can set up Segmentation rules that are more "granular" using the interactions listed below.

Any recipient who takes any one of the following actions is automatically added to the designated group for the action.

NOTE: Some of the following might not be available in your account.

NOTE: In the following actions, X represents the "number of" value that has been configured.

• Opened X messages within the last X days
• Opened X messages in a message category within the last X days
• Clicked X link labels within the last X days
• Clicked X links in a message category within the last X days
• Submitted X surveys within the last X days
• Registered for X events (or a paid items) within the last X days
• Was added to a group
• Received X tags within the last X days.

Campaign notes

• You can create an unlimited number of segments.
• You can create an unlimited number of segmentation rules.
• Each segment's rules are independent of others. If a recipient meets the criteria for a segment, they are added to the group, regardless of other segmentation rules.

Suppression campaign

PURPOSE: Use to create a "do-not-email" list.

You can use suppression to avoid sending messages to inactive and outdated email addresses, which will improve your deliverability and sender reputation. This campaign lets you choose either recipient inactivity or recurring bounces as the trigger for automatic suppression, so that you can be sure that the recipients in your database have valid email addresses.

Suppressed recipients will no longer be sent any email messages from your account.

Campaign notes

• You can create an unlimited number of suppression rules.
• The recipient inactivity suppression occurs when a recipient has not opened an email message in the time period that has been specified.
• The recurring bounces suppression is based on the bounce types and number of consecutive bounces that have been specified.

Related articles

Now that you have a better understanding of the various Engagement Campaign Types that are available, get started creating your campaigns.

• Create & Edit Engagement Campaigns provides instructions for setting up, reviewing, and deploying Engagement Campaigns.
• Manage Your Engagement Campaigns describes the campaign-management options on the Engagement list page.