Activation campaigns
- Klári Németh
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In addition to incentivizing customers to make purchases, you can engage them outside of the buying cycle by running gamification campaigns with Workflows. Whether it’s a visit or a share, honoring simple actions with gamification functionalities will make your customers feel acknowledged and stay with you in the long run.
Cases we will cover:
Case 1: Increase welcome bonus from 100 to 1000 points for one month
Encourage visitors and non-loyalty customers to join your loyalty program with a generous welcome bonus. Because this is a temporary campaign, they will feel the urge to take action!
1. Open Workflows management, click the ‘Create new campaign’ button in the sidebar and configure campaign settings
2. Name the workflow and click ‘Create’
3. Drag and drop an Event trigger to the canvas
The first step of the workflow is defining the Opt-in event that will trigger the workflow to begin
Set the Opt-in event as the ‘Event type’
Click the ‘Update’ button
4. Add a Campaign bonus action to the canvas and connect it to the action (lower) branch of the Event trigger
Set ‘Points’ to 900
You don’t need to add 1000 points here, as you are already rewarding the opt-in event with 100 points in your loyalty program. Only enter 1000 if you would like to award 1100 points.Fill the ‘Description’ field
This message will appear on the Points history page, indicating the reason why the bonus points were added to the customer’s balance.Click the ‘Update’ button
Congrats, your campaign is all set! Don’t forget to save your workflow by clicking on the ‘Save’ button before closing the page. When you’re ready to activate your workflow, set the status to ‘Active’ on the top of the canvas.
Case 2: Incentivize customers to start sharing
In this use case, we will target customers who haven’t shared any of your pages before. To encourage them to start sharing, we will run an activation campaign, in which they will receive double points for their shares for two weeks. To keep track of which customers will be engaged, we will add them to a predefined list at the end of the workflow. Please note, that this workflow will modify the behavior of the Social share module only in terms of rewarded points. All the other rules (daily share limits, enabled networks) will still apply.
1. Open Workflows management, click the ‘Create new campaign’ button in the sidebar and configure campaign settings
2. Name the workflow and click ‘Create’
3. Drag and drop an Event trigger to the canvas
The first step of the workflow is defining the Share event that will trigger the workflow to begin
Set the Share event as the ‘Event type’
Click the ‘Update’ button
4. Add a Customer attribute filter to the canvas and connect it to the action (lower) branch of the Event trigger
Now we are filtering customers who have already performed a social share action successfully. Don’t worry, we will take care of the negation in the next step.
Select Relations as the customer attribute name
Add the action taken operator
Select the share action in the Value field
Click the ‘Update’ button
5. Add a Campaign bonus action to the canvas and connect it to the failure (red) branch of the Customer attribute filter
By connecting the action to the failure branch, we are targeting customers who are NOT in the segment of customers who have already shared.
Set ‘Points’ to {event.points}
You don’t need to add a double multiplier here, as the customer has been already rewarded once according to the settings of the Social share module. However, if you want to triple the number of points the customer would get for the checkout, use a double multiplier ({event.points}*2).Fill in the ‘Description’ field
This message will appear on the Points history page, indicating the reason why the bonus points were added to the customer’s balance.Click the ‘Update’ button
6. Add an Add to list action to the canvas and connect it to the success (green) branch of the Campaign bonus action
Before you start setting up the workflow, make sure you have created a list for the customers who will be a part of this campaign under Customer insights menu.
Select the list you’d like to add customers to in the ‘List’ field
Click the ‘Update’ button
Congrats, your campaign is all set! Don’t forget to save your workflow by clicking on the ‘Save’ button before closing the page. When you’re ready to activate your workflow, set the status to ‘Active’ on the top of the canvas.
Case 3: Reward a visit event with an instant coupon
Encourage customers to read your latest blog post or product catalog by rewarding them with a one-time 5% coupon, which they can use toward their next purchase.
1. Open Workflows management, click the ‘Create new campaign’ button in the sidebar and configure campaign settings
2. Name the workflow and click ‘Create’
3. Drag and drop an ‘Event’ trigger to the canvas
The first step of the workflow is defining the Visit event that will trigger the workflow to begin
Set the Visit event as the ‘Event type’
Click the ‘Update’ button
4. Add an Event attribute filter to the canvas and connect it to the action (lower) branch of the Event trigger
Select URL as the event attribute name
Add the equals with operator
Add the exact URL of the page you would like your customers to visit in the ‘Value’ field
Click the ‘Update’ button
5. Add an Assign coupon action to the canvas and connect it to the success (green) branch of the Event attribute filter
In this step, we will set up all the information required to define the 10% off coupon codes to be assigned to customers
Choose the coupon source
Generate: If you want Antavo to generate codes, define the coupon pattern in the ‘Pattern’ field that we will follow, based on the following rules: “#” denotes a digit (0-9), “@” denotes an alphabetic character (A-Z), “*” denotes an alphanumeric character all other characters can be added as literals
For example, if you set the coupon pattern to BONUS5##, a coupon code could be BONUS596
Remote: If you’d like to maintain more control over coupon management, you can set a callback URL endpoint in the ‘URL’ field, which provides us with coupon codes to issue. If you need us to provide your endpoint with the pattern, you can define it in the ‘Pattern field as described before.Set the value of the coupon to 5
Set the expiration time (optional)
Click the ‘Update’ button
Set the coupon type to percentage
6. Add a Webhook message action to the canvas and connect it to the success (green) branch of the Assign coupon action
Because coupons are not sent to customers automatically by Antavo, customers will only learn that they have received a coupon if you notify them.
Antavo can provide the necessary information in the form of a webhook message. This way you can send your customers a notification through your newsletter provider and handle coupon redemption restrictions in your webstore environment. In this next step, we will set up a webhook message, but make sure you consult with your developer team and check this article beforehand.
Add the URL of the webhook endpoint that your developers have set up
Set a timeout value for the webhook request in seconds
This is optional, but if you leave it blank, the default value will be applied, which is 1 second.Set the content type
The data can be sent in either URL-encoded or in JSON format, whichever is more comfortable for your developer.In the ‘Fields’ section, add the list of the information you need Antavo to provide
Click the ‘Update’ button
Please, make sure to consult with your developer when setting up webhook messages.
However, in case you have a Trigger Marketing Communication action node in the left sidebar, you don’t need to process a webhook message. Antavo can trigger an event in your newsletter provider, which will send coupon codes to your customers. To use the out-of-box solution, add a Trigger Marketing Communication action instead of the Webhook message action this way:
6. Add a Trigger Marketing Communication action to the canvas and connect it to the success (green) branch of the Assign coupon action
Select the event you would like to trigger from the dropdown list that appears in the ‘Event’ field
Fill the ‘Payload’ with the content you wish to include in the event
Click the ‘Update’ button
Congrats, your campaign is all set! Don’t forget to save your workflow by clicking on the ‘Save’ button before closing the page. When you’re ready to activate your workflow, set the status to ‘Active’ on the top of the canvas.
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