Campaigning

Introduction

Broadcast Studio enables you to communicate with customers like you are speaking directly to them. This is achieved with personalised offer content created for each customer and with the choice of an appropriate marketing channel for a given audience.

Broadcast Studio is not just a tool for campaign management, it is a tool that enables you to automatically trigger campaigns over channels that are most likely going to motivate your lead to convert into your customer and your customer to convert into a loyal brand ambassador.

The foundation of Broadcast Studio lies on complex AI and ML models that enable you to get seamless user experience and to utilize marketing efforts to the maximum.

Overview

Broadcast Studio has five elements: Campaigns, Insights, Templates, Audiences and Profiles.

In this studio you can:

• upload your audience file

• send multi-channel campaigns (Viber, SMS, email) in 5 steps

• create newsletter templates

• do A/B/C testing and learn what is the best way to target your customers

• send personalised campaigns based on recommendations for each customer

• see insights into the performance and conversion of the performed campaigns

Broadcast channels

Broadcast Studio allows you to schedule and send multi-channel campaigns through Viber, SMS and Email. You can easily import contact lists of contacts that you want to engage in campaigns.

Email

Broadcast Studio provides Email templating component, for generating and personalizing the content of your email campaigns. All created templates are saved for future use, and on the homepage the user is able to select, preview or edit any of the templates. Using Email templating you can make email campaigns more effective. Email templating is a drag and drop tool where the user can simply choose between the variety of HTML components for the template - buttons, dividers, blocks, images, etc. Besides the core drag and drop template building capabilities, Email templating enables:

Using personalized placeholders to personalize the communication towards the end customers

Preview for Desktop and Mobile devices

Viber

Broadcast Studio enables you to create interactive Viber campaigns. Viber campaigns can share rich media content such as personalised images and interactive buttons enhancing the user experience. You can utilize the platform's capabilities to reach specific audiences and make personalised messages for higher engagement. You can make sure that your customer gets the content via SMS message in case Viber message wasn’t delivered in defined validity period.

SMS

With Broadcast Studio you can craft concise SMS messages that resonate with your recipients and schedule SMS campaigns to ensure timely delivery. For SMS campaigns you should send a shortened link so you can have more characters to convey the message you intend to.

Supported Broadcast metrics by channels and vendors

Broadcast Studio allows you to see reports obtained from specific vendor for all your campaigns on the dashboard - you can see the number of customers that have, for example, received, seen or clicked your message.

Delivered metric

This metric is supported by every vendor for every channel and the number refers to the distinct number of customers that have successfully received the message.

Seen/Open metric

This metric is supported only for viber and email channels. Vendors that support the Seen/Open metrics are Infobip, Akton GMD for viber and Things Solver for email campaigns. The number refers to the distinct number of customers that have opened the message.

Clicked metric

This metric is supported only for viber and email channels. Vendors that support the Clicked metric are Infobip for viber and Things Solver for email campaigns. The number refers to the distinct number of customers that have clicked the message.

Sent metric

This metric is supported only for viber and email channels. Vendors that support the Sent metric are GMD for viber and Things Solver for email campaigns. The number refers to the distinct number of customers to which the message is successfully sent.

Bounced, Unsubscribed and Complaint metrics

These metrics are supported only for email channels. Vendor that supports these metrics is Things Solver.

The Bounced metric refers to the distinct number of customers to which messages were sent, but bounced.

The Unsubscribed metric refers to the distinct number of customers that have unsubscribed from receiveing messages.

The Complaint metric refers to the distinct number of customers that have complained about their messages.

In addition to these metrics there are metrics like Delayed metric for email campaigns or Expired, Undeliverable and Rejected for Viber (for Infobip vendor), but these metrics are not currently shown on GUI.

Broadcast Studio

Core functionalities that Broadcast Studio provides are:

• Campaign creation in 5 simple steps

• Reporting campaign results, with the following criteria:

• Contacts targeted with a campaign

• Contacts that received a campaign (note that this depends on the final decision on the channel provider used, whether they are providing the mechanism to extract the information on who received the message)

• Contacts that bought based on the campaign - whether they’ve made a purchase for the recommended (or any) product during the campaign duration

• Email template creation for general and personalized newsletters

Placeholders' logic

Placeholders are dynamic and customizable fields that allow you to personalize your messages for each customer. When sending a message, relevant details are added automatically to ensure that your communication is tailored to every customer. These placeholders include the customer's first name, last name, and a vocative name for a personalized touch. There are also placeholders for product recommendations that provide customized suggestions based on the customer's preferences.

Broadcast Studio allows you to personalise all the way so in Viber campaigns you can use placeholders to customise buttons to direct customers to the recommended product. Using placeholders is straightforward - you just insert them into the content of your message and Broadcast Studio will take care of the rest.

How to create email campaign

Every campaign is created in 5 ease steps.

• Step 1: Type the name of your campaign, choose a channel for the campaign (email), and add tags for easier campaign tracking

• Step 2: Select an existing Audience or upload your custom audience file to target with your campaign. You can also enter subject line of your email campaign

• Step 3: This is the step where you add your campaign content – you can choose one of already existing templates or create a new one. In this step you can also send email test to check if everything looks good

• Step 4: In this step you are setting up your campaign start and end dates, campaign sending time, and a recurrence for recurring campaign - weekly, monthly, daily, etc.

• Step 5: This step shows a final summary of the campaign, before finally confirming it.

How to approve campaign

Once a campaign is created, it will appear in the campaign list labelled as "waiting for approval". To initiate the campaign, simply click the "Approve" button located in the upper right corner.

*Note: Approve button will only appear for Advanced and Super users.

How to delete campaign

If you want to delete the campaign, next to the "Approve" button in the Actions dropdown menu, you'll find the "Delete" option.

How to test campaign before sending

To review the campaign before sending it out, you'll find a "Test" button on the right-hand side. Testing campaign will show you how customers will receive the message so you can adjust the details before sending it if necessary.

How to create email template

Email templates are created in Broadcast Studio > Templates. First page is email templating dashboard, the overview of existing templates with preview and editing options. To create email template for campaign, click on “Create new template” in right top corner. Now you can design your template easily by dragging and dropping components for the template – text boxes, buttons, dividers, blocks, images to the body of email. Components are in positioned in left vertical bar. You can preview how customer will see the email on Desktop and Mobile devices by clicking on the preview buttons.

In right vertical bar, there are options for formatting templates like adding custom background, links, fonts, etc. When you are happy with design enter template name and save it!

How to create personalized email campaign

To personalize your email, while creating template add placeholders to call customers by their name and communicate personalized product recommendations.

How to create Viber campaign

Step 1: Type the name of your campaign, choose a channel for the campaign (Viber), and add tags for easier campaign tracking

Step 2: Select an existing Audience or upload a custom audience file to target with your campaign. In this step, you are also able to select A/B/C campaign (add hyperlink) and under Advanced options define the validity period. This feature allows you to send SMS message in case Viber message wasn’t delivered while validity period is time after which the message will be sent via SMS channel

Step 3: This is the step where you add your campaign content (text, button text, button URL, image). Here you can also add UTM parameters to track additional information about your campaign such as campaign_id, campaign_name, profile_id, channel

Step 4: In this step you are setting up your campaign start and end dates, campaign sending time, and a recurrence for recurring campaign - weekly, monthly, daily, etc.

Step 5: This step shows a final summary of the campaign, before finally confirming it.

How to create personalized Viber campaign

To make you Viber message personalized add placeholders. While creating a campaign content in step 3, you can use personalized placeholders in your text. This includes using a first and last name placeholder to personally address your customer or using recommended product or pricing to tailor and communicate a personalized offering towards your target audience. Additional level of personalization for Viber campaigns available in Broadcast Studio are personalized button and personalized image. This means that the button's link is customized to the user's recommended product (choose one of top 5 recommended products for each customer), and each customer will receive an image of this recommended product.

How to create SMS campaign

Step 1: Type the name of your campaign, choose a channel for the campaign (SMS), and add tags for easier campaign tracking

Step 2: Select an existing Audience or upload a custom audience file to target with your campaign

Step 3: This is the step where you add SMS content (text). Keep in mind that unsubscribe letters are included in 160-character limit

Step 4: In this step you are setting up your campaign start and end dates, campaign sending time, and a recurrence for recurring campaign - weekly, monthly, daily, etc.

Step 5: This step shows a final summary of the campaign, before finally confirming it.

How to create personalized SMS campaign

Create your personalized SMS campaigns by adding placeholders. While creating a campaign content in step 3, you can use personalized placeholders in your text. This includes using a first and last name placeholder to personally address your customer or using recommended product or pricing to tailor and communicate a personalized offering towards your target audience.

How to perform A/B testing

A/B/C Testing is a functionality that enables testing different communication for different groups of the customers in a campaign, to test and measure different approach of communicating the offering. A/B/C testing is enabled in Broadcast Studio for any channel.

A/B/C testing is part of the second step in creating a campaign. Simply select the percentage of the total audience you want to target with A, B and C campaigns, and set different content for these 3 groups that are randomly divided based on the defined percentage.

How to check campaign using calendar view

In Campaigns dashboard there are list and calendar view of existing campaigns. For easier campaign planning access the calendar overview by selecting the calendar icon located in the upper right corner, next to the sorting option.

How to export delivery report

Navigate to the campaign you want to extract report for > click on the drop down menu next to Report > select Export delivery report > choose between csv and excel format for your report. The report for your specific campaign will be sent to your email.

How to check campaign metrics

In broadcast dashboard, you can see the list of all your campaigns and metrics that show number of targeted customers, delivered, opened and clicked for sent Viber campaigns and all of those with addition of bounced and unsubscribed for email campaigns.

After the campaign is finished, you can view the campaign metrics by clicking the "Report" button located on the right side of the specific campaign.

Report of each Viber campaign will show you:

• Delivery metrics: the number of targeted people, number of delivered, seen and clicked messages

• Conversion rates: number of customers that bought any product, number of customers that bought products on promotional offer, number of customers that bought product(s) communicated in the campaign message and drill down conversion rates by product (s) communicated in campaign

• Revenue metrics: average basket value, average basket size, revenue gained from buying any product, revenue gained from buying products on promotional offer, revenue gained from buying product(s) communicated in the campaign message, drill down conversion rates by product(s) communicated in campaign.

If you did A/B/C testing for a specific campaign, you can also see all of the metrics for each group.

All of the abovementioned report metrics are based on a specific campaign and its duration.

Report of each email campaign will show you:

• Delivery metrics: the number of targeted people, number of delivered, seen and clicked emails and also bounced, delayed and unsubscribed

• Conversion rates: number of customers that bought any product, number of customers that bought products on promotional offer, number of customers that bought product(s) communicated in the campaign message and drill down conversion rates by product (s) communicated in campaign

• Revenue metrics: average basket value, average basket size, revenue gained from buying any product, revenue gained from buying products on promotional offer, revenue gained from buying product(s) communicated in the campaign message, drill down conversion rates by product(s) communicated in campaign.

If you did A/B/C testing for a specific campaign, you can also see all of the metrics for each group.

All of the abovementioned report metrics are based on a specific campaign and its duration.

How AI is embedded into broadcast process

In the process of creating a campaign, while customizing your content, there is an option to add recommended products personalized for every customer. You can choose one or more from the first 5 recommended products. These are selected for each customer by using our recommendation model that extracts the products that have the biggest potential to be recommended ___

By tracking campaign metrics, you can see the success made with using personalized communication and offer to your customers.