Scenarios

Basic concepts

Email series is a number of emails with the same goal sent in one scenario. Series can be sent to a specific contact or contact segment and can be launched manually or follow up a certain event.

The triggered campaign s a single email or an email series launched by event — trigger:

  • clicking on a link;

  • start and completion of registration;

  • visit of certain website page;

  • and many other events.

Triggers usually occur in response to user’s actions and launch campaign to this user, respectively. Examples of such triggered campaigns are: welcome email series, Abandoned cart emails, emails to thank a customer for purchase.

First view at Scenario editor

Click Add new scenario to create a scenario.

Specify scenario’s Title in appeared visual editor.

You will see a field below to specify scenario scheme. To do this you can use elements on Toolbar in the left part of the field.

Start creating scenario scheme with obligatory element Starton tab General. Drag it from Toolbar to scenario field.

Place any element from tab Actions. after this element. Available actions: sending email or SMS to one contact or to contact segment and adding a contact to contact segment.

In the right part of the field specify parameters of action elements indicating email template created earlier and a contact (contact segment).

Join scheme elements to specify scenario flow. To do this drag left or right element connection point in the direction to the next element in the field.

If necessary, any element or connection line can be deleted with Del or Trash Bin button on the top of the field.

You need to set time frames to ensure that all actions are not done immediately one by one after scenario launch. Element Timer on tab General can be configured for a specific time or for time delay.

In scenarios, branching can be arranged in accordance with recipient’s actions: whether he/she opened an email or clicked a link. To do this you need to use Opened? and Clicked? on tab Conditions. Make sure you insert Timer before these elements taking into account recipient’s reaction delay to the previous scenario action.

Branching element Split on tab Conditions allows arranging automatic A/B test. Scenario is executed in one of the branches randomly.

Any number of actions, conditions and delays can be added to the scenario. Always complete scenario with element End on tab General.

The created scenario is saved with button Save in the bottom of the field. Saved scenarios are seen in the list of available scenarios.

The scenario can be launched manually any time by pressing triangle icon Launch scenario. The scenario can be also attached to an event for automatic trigger launch.

You can return to scenario editor by pressing pencil-shaped icon Edit. To open or delete scenario use two other icons.

Email series configuration

Create a new scenario and specify its name.

Place element Start in scenario field followed by the element of a required action, for example, sending email to segment — Email to Segment.

For linear email series you need to add a delay and the next action. These actions can be repeated as many times as it is required. Don’t forget to complete each of them with element End.

Please note that with mass email series (to numerous contacts) you need to use segment action elements Email to Segment or SMS to Segment.

Email series can be sent to one contact when you make triggered promo- or transactional campaigns. In this case use elements Email or SMS.

Use of condition elements allows making conditional campaigns. For example, if an important email hasn’t been opened by the recipient, it is followed by duplicate SMS. Only after this the next email in email series is sent or scenario is completed.

Element Split allows making A/B testing for single messages or message chains. During campaign system will randomly select one of the branches after this element.

When creation of email series scenario is complete, save it. Email series is ready for launch.

If the automated campaign is planned as an independent marketing action, it can be launched manually. The system will launch scenario immediately.

Email series can also be a part of the triggered campaign. In this case, it is attached to a certain event, which triggers automaticaly launch of email series.

Scenario for triggered campaign

Any scenario created in the system can be launched automatically by the event. Such campaigns are called triggered campaigns (drip campaigns)and events which launch such campaigns are called triggers.

You can configure events in system section Automation > Event types.

In triggered campaigns trigger is an action of a specific user. For this reason triggered campaigns are generally configured for one recipient and such action elements as Email or SMS (not their segment analogs) are selected for scenario creation.

Thus, the simplest scenario of the triggered campaign will contain elements Start, Email or SMS and End. More complicated scenarios can contain linear or conditional series.

To configure action parameters in triggered campaigns specify the variable transmitted with the event, but not the specific email address or phone number.

For example, element Email has parameter Contact's Email (available at the stage of element selection in parameter area on the right of scenario field), where you need to specify the variable name. This is ${EmailAddress} for element Email and ${PhoneNumber} for element SMS, by default. The same variables need to be specified as a parameter in event configuration.

When such scenario is launched, event transmits this variable’s value (specific email or phone number) to the scenario. Messages specified in scenario will be sent to this particular email or phone number.