In retention marketing, a campaign is a time-bound initiative: you select an audience, prepare a message, and send it through one or more channels. It’s used to communicate something specific, such as a launch, a promotion, or a sales event. Once the message has been sent, the campaign ends.

Why does it matter?

Campaigns allow you to capitalize on key moments in the calendar and drive sales on specific days. For them to work well, there are three things you should keep in mind:

• The Audience: Sending messages to your entire list tends to wear customers down. Choosing your audience carefully improves your results.
• The message: the more relevant it is to each customer, the greater the response.
• Metrics: Open rates and clicks don't tell the whole story. What matters is knowing how many sales the campaign generated that wouldn't have happened without it.

Campaign vs. flow. A campaign is one-time: one audience, one moment, one send. A flow is automatic and continuous: each customer enters when a trigger occurs. The two complement each other.

Story mode

Martín is preparing a promotional campaign for a specific date for his online home decor store. Instead of sending the message to everyone, he creates one audience consisting of customers who made a purchase on that same date the previous year and another consisting of customers with a high likelihood of making a purchase. He sends a WhatsApp message to the first group and an email to the second. He then compares the sales to those of a control group that received nothing.

How to Use It with Data4Sales

• Create audiences using segments, clusters, lifecycle data, and predictive models, or using Orbis Audiences with natural language.
• Send messages via WhatsApp, email, and SMS all from one place, and sync audiences with Meta Ads and Google Ads.
• Orbis Creative creates a unique message for each client based on their information.
• Attribution measures the revenue from each campaign compared to a control group to determine the actual incremental revenue.

Related terms

• Flow
• Hearings
• Business Dates
• Attribution