Using Campaigns
Include campaign banners in your communications to promote products and increase brand awareness, keep customers informed, and provide opportunities for further engagement with your brand.
Overview
You can display campaign banners in emails, on your Order Status page, and Returns Portal for a set period of time. This is especially useful for event-based marketing (for example: Black Friday and seasonal offers), feedback surveys, and information notices.
You need to create the campaigns that contain banners in the Campaigns module in the App before you can set campaign banners to display in your communications. This is a self-service module that allows you to add and update the campaigns based on your requirements (for example: to share news about upcoming sales and ask for reviews and feedback).
Campaigns Features
Campaigns is contained in the parcelLab App with an intuitive user interface that you can use to configure marketing campaign banners to include in your communications by using the features described in the following sections.
Audience Builder
You can use the audience builder to target your campaigns at specific audiences (that is: the specific group of customers for whom campaign banners will be displayed), creating more customer-specific touchpoints and a more personalized experience.
The audience builder allows you to:
Set the tracking stages (for example: the “ReadyToCollect” event) that will trigger the display of campaigns banners in the audience in the corresponding emails and on the Order Status page.
It is recommended to use tracking stages on audience level or message types on campaign level but not together to avoid conflicts when displaying banners.
Target campaigns at only users that have opted-in to receive marketing communications.
Please contact your parcelLab representative to ensure opt-in data is correctly synced with parcelLab before use.
Create segmentation that filters on tracking data by selecting different criteria to target specific campaign audiences, including the following example criteria that you can target specific campaign audiences by:
Location
Delivery method
Returns
Specific products
Order date
Customers that have opted-in to receive promotional content
Any combination of parameters is possible when setting up the segmentation for your campaign audience. However, it is optional as campaigns are set to display for a global audience that includes all the recipients. The global audience is called "Everyone" in Campaigns and is available by default.
Create customer segmentation that filters on customer behavior data by selecting different criteria to target specific customer groups from the following segmentation types:
Average basket size
Average days between orders
Last order returned date
Last purchase date
Total amount of articles ordered
Total amount of articles returned
Total amount of orders
Total amount of purchase value
Total article return rate
The segmentation types available will depend on the data that you share with parcelLab. For further information on segmentation data, see the list of required and optional data below.
Edit, archive, and duplicate existing campaign audiences.
Customer Segmentation
You can use the smart segmentation filter to target specific customer groups or segments based on shared attributes and behaviors, allowing you to implement targeted and personalized marketing campaigns aimed at boosting customer retention and revenue.
You need to provide the following article data to enable customer segmentation and it is recommended to send the optional information as well:
Required
articlePrice
quantity
Optional
articleNo
articleName
aritcleUrl
articleImageUrl
articleCategory
size
color
order_date
For more information, see our data model documentation.
See some example use cases of customer segments that you could target in your campaigns.
Example customer segments
You can configure customer segments to understand further the needs of your customers by providing targeted campaigns. Some examples of these are described below.
Repeat Customers with Low Return Propensity
Target customers that consistently make purchases over time and have a low propensity to return items. These customers represent a valuable segment with a strong likelihood of repeat purchases and minimal risk of returns, making them ideal candidates for targeted marketing campaigns and loyalty programs.
Example segment settings:
Average days between order ≤ 14
Total article return rate ≤ 5%
Recent Customers with High Average Order Value
Target customers that have made purchases recently and have a high order volume. These customers demonstrate both recent engagement with the brand and a willingness to spend more per transaction, presenting an opportunity to capitalize on their current interest and drive additional revenue through personalized offers or recommendations.
Example segment settings:
Last purchase date ≤ dd/mm/yyyy – interval '14 days'
Total amount of purchase value ≥ $1,000
Dormant High-Frequency Customers for Loyalty Reengagement
Target customers that used to purchase frequently but haven’t made an order recently. By identifying and reengaging these dormant high-frequency customers, you can aim to reignite their interest in the brand, reactivate their purchasing behavior, and potentially win back their loyalty through targeted offers or incentives.
Example segment settings:
Average days between orders ≤ 14
Last purchase date ≤ dd/mm/yyyy – interval '60 days'
Customers with High Return Propensity for Retention Efforts
Target customers that have a high propensity to return items. By identifying and understanding the reasons behind their return behavior, you can implement targeted retention efforts aimed at addressing their concerns, improving their overall satisfaction, and reducing the likelihood of future returns. This approach helps to preserve customer relationships and mitigate potential revenue loss associated with returns.
Example segment settings:
Total article return rate ≥ 40%
High-Value Customers with High Return Propensity
Target customers that make high value purchases but also have a high propensity to return items. While these customers contribute significantly to revenue, their return behavior poses a risk to profitability. By identifying and addressing the underlying factors driving their returns, you can aim to retain their high-value patronage while minimizing the impact of returns on the business.
Example segment settings:
Total amount of purchase value ≥ $1,000
Total article return rate ≥ 30%
Customers with Low Order Value for Targeted Incentives
Target customers that have a small average basket size for orders by offering targeted incentives. By providing incentives such as free shipping or discounts on bundled products, you can encourage these customers to increase their order value, thereby maximizing revenue per transaction and enhancing overall profitability.
Example segment settings:
Average basket size ≤ 2
Total amount of orders ≥ 10
Campaign Builder
You can use the campaign builder to set up and modify campaign banner content to include in emails and on your Order Status page that you can schedule for a set period of time to promote products and increase brand awareness.
For your email campaigns, you can add banners using the standard email content type and the HTML content type, which can be configured in the same campaign allowing you to display up to four banners in an email. For your Order Status page campaigns, you can add up to five banners to display on the page for a campaign, and also display up to 10 product recommendations. For your Returns Portal campaigns, you can display up to four banners in total; one on each page of the Returns Portal.
For help getting started with creating campaign banners using HTML, see our HTML banner example templates.
The campaign builder allows you to:
Add new campaigns to use in your communications, including adding the required settings, such as the following:
The time period for the campaign to display
The target audience for the campaign
Whether to display the campaign in emails, on your Order Status page, or in your Returns Portal
The campaign banner image
The webpage to open when the banner is clicked
Whether to display product recommendations in emails, on your Order Status page, or in your Returns Portal
For help setting up product recommendations, see how to add product recommendations.
Generate a preview of your campaigns and see how the banners will display in emails, on your Order Status page, and in your Returns Portal for mobile and desktop.
Change the status of a campaign when it has been created (for example: schedule campaigns that are in draft or cancel campaigns that are running).
Edit, archive, and duplicate existing campaigns.
Campaign Analytics
You can use campaign analytics to review campaign performance and make data-driven decisions to improve campaign reach in your communications. For further information on monitoring your campaigns, see our campaign analytics overview.
Campaigns ReportCreating a Campaign
The following instructions explain the basics of setting up campaigns and the different elements that need to be set up in order to the configure campaign banners.
When campaigns are configured in the Campaigns module in the App, campaign banners will display in your communications for scheduled campaigns with no further setup required.
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