RESSOURCES
Customers that already use Circle, XMPie’s marketing automation platform, know that it’s a powerful tool for planning, executing and measuring Omnichannel campaigns. However, they might also realize that setting up a campaign can be a somewhat lengthy and in-depth process.
The good news: No matter which customer you’re approaching – if you are using XMPie and Circle, you have the right tools to deliver on their requirements, whether you are starting from a blank canvas or relying on past campaigns.
Any Circle campaign is based on three pillars: data, campaign logic and business rules, and content design. Data is everything you know about your recipients – who they are, what are their consumer preferences and how can they be contacted. Data is the foundation for personalizing the campaign and for making your messages memorable and impactful through relevancy. Campaign logic and business rules govern all campaign eventualities that build up the customer’s journey, determining which customer sees which campaign touchpoint at any point in the campaign, based on each recipient’s response (or lack of response) to the previous touchpoint. Content design, as its names implies, is the creative work that your audience actually see, be it a branded email, a printable PDF invitation or a personalized web page.
Omnichannel campaigns are not linear pathways that every customer follows – but a blueprint of possible routes through a campaign. With this in mind, each step in the campaign flow needs to be carefully planned. In order to do so without spending too much time (which can delay the campaign launch), service providers need to embrace a mindset of working smarter – not harder – with Circle. Campaign Duplication is the first step in that direction.
A good starting point for working on a new campaign would be to duplicate some elements of a campaign you’ve delivered in the past, if it’s similar to the one you’re currently working on. You can also take a more proactive approach, duplicate that original campaign, make some alterations, and sell it to another customer.
Think of it: a welcome pack campaign created for customers of one retail customer could work just as good for customers from another sector, with some changes in content and artwork!
Following the same logic, if you’ve created a ’store opening campaign’ for one of your customers in the past, you should now ask yourself “Could I take that campaign, duplicate it, and turn it into a ‘Store Reopening Campaign’ to help that customer get back to business when he’s ready to reopen?”
Sure, you could start from scratch, and in some cases need to do so, but in many cases duplicating an existing campaign and reworking it can save hours of work and let you work smarter.
A campaign created in the past to promote a store grand opening can and should be duplicated and used now as a “store re-opening campaign”
Sometimes, you need to scale your operation to support a large customer with many branch locations or subsidiaries. In these cases, the campaigns used to serve different locations will be almost identical. Take, for example, the re-opening campaigns of two branches of the same franchise. The variation in these campaigns are limited just to the store location, possible different opening hours and of course the customer database of each brand. Everything else remains the same.
In this scenario, you can not only work smarter and save time – but also scale up your business in an instance – quite literally.
Campaign Templating in Circle allows you to take an existing campaign and turn it to a template for additional copies or instances of that template. All instances share the same content and structure, while allowing minor changes in the campaign logic and data. Now you can simply create a new instance for every franchise location with minimal effort – while expanding your business and increasing operational efficiency.
OK, so how do you actually get this done? We’ve put together a 1-hour webinar with everything you need to know about campaign duplication and template instances – down to the last checkmark that needs to be ticked on your Circle screen. If you’re thinking of launching a new campaign for your customers, this may just be the best 60 minutes you’ll spend today…
