Getting Started with Offer Campaigns

Overview

Within the Loyalty platform, an Offer Campaign lets you target and display selected Offers to Members on your website or mobile app. Offer Campaigns help marketers achieve a particular business objective, such as signing up new Members, increasing purchase frequency, or encouraging Reward redemptions, by ensuring each Member see the most relevant Offer.

Offer Campaigns are highly flexible. Marketers control which Offers appear, who sees them, where and how long they’re displayed, and in what order, all without requiring changes to website or app code.

Configuration Options

Within an Offer Campaign, you can configure the following:

  • Define a Campaign objective, and track progress toward that objective.

  • Select which Offers are included in the Offer Campaign. Offers can be added manually, or assigned based on Tag values or inclusion in Offer Campaign Categories.

  • Rank the Offers in the Campaign manually, randomly, or through the use of logical conditions.

  • Control Member eligibility using simple logical conditions, or by a Member's inclusion in a Segment. The platform also checks the eligibility constraints defined for each Offer in the Campaign, which provides even more granular control.

  • Display Offers based on a defined Placement. A Placement is a named location or context in which Offers are displayed, such as "mobile app," "email header image," or "webpage carousel" for example.

Key Benefits

A key benefit to using Offer Campaigns is marketer-driven decision-making. Marketers can update which Offers are displayed, and how they're prioritized, directly in the Loyalty platform, without having to request code changes to a website or app.

Offer Campaigns also let you mix together Offers, Rewards, and Challenges on your website or mobile app. Typically, you would need to display these different assets separately, using separate API calls. To accomplish this scenario, you need to configure the Offers using the Content Offer type. This Offer type lets you assign a Reward or a Challenge to the Offer. If you then add these Content-type Offers to an Offer Campaign, you can mix together Offers, Rewards, and Challenges, and use the normal Campaign ranking features to determine their display sequence. For more information, see Configure an Offer - Content.

You can also optionally have multiple Offer Campaigns running simultaneously. Each Offer Campaign has a Rank that controls which Campaign's Offers have precedence in the display sequence.

For example, let's say you have two Offer Campaigns running on your website. One Offer Campaign includes your standard Offers that you always want to display to all your Members. You also have a second Offer Campaign that contains special birthday Offers that you want to display to a Member only on their birthday, and you want these birthday Offers to appear first in the display sequence. To support this scenario, you would need to configure the two Offer Campaigns as follows:

Offer Campaign Audience Offers Rank
Birthday Offer Campaign Segment: Member Birthday = today Special Birthday Offers 1
Standard Offer Campaign All Members Standard Offers 2

If a Member logs in on their birthday, they would be selected by the birthday Segment, making them eligible to see the Special Birthday Offers. Because these Offers are in the Birthday Offer Campaign, and because that Campaign has a Rank of 1, these Offers would appear first in the display sequence on your website.

Then let's say the next day this same Member logs in. It's not their birthday, so they are no longer in the birthday Segment, making them ineligible for the Birthday Offer Campaign. Therefore the Special Birthday Offer would not be displayed, and this Member would instead see the Standard Offers in the next-ranked Offer Campaign.

Components

An Offer Campaign can comprise some, or all, of the following other Loyalty platform assets. These supporting assets must already be defined and published, before they can be utilized within an Offer Campaign.

  • Offers: An Offer Campaign is a series of ranked Offers designed to be displayed to Members in order to best achieve the Campaign's objectives. See Getting Started with Offers for more information.

  • Placement: A Placement is a named place where content can be targeted, such as a mobile carousel, web carousel, or a particular section of an email message. Placements control where Offers can be displayed to Members. For example, an Offer you want to appear in the top of the mobile app home screen might have the "Mobile Carousel" Placement. The same Placement can be used in multiple Offers Campaigns. See Placements for more information.

  • Segment: Segments are groups of Members that share common characteristics, such as demographics or patterns in interaction history. Segments can be used to target an Offer Campaign to only the Members that meet the conditions defined in the Segment logic. See Getting Started with Segments for more information.

  • Offer Campaign Category:  Categories are used to organize Offer Campaigns, often for controlling what Campaigns get displayed on your website or app. See Getting Started with Offer Campaign Categories for more information.

Access

The Offer Campaigns screen is used to view, create, and manage the Offer Campaigns in your loyalty program. To access the Offer Campaigns screen, select Campaigns from the top navigation bar, then select Campaigns > Campaigns from the side navigation menu.

For more information on the search options available on the Offer Campaigns screen, see Search for an Offer Campaign.

Exports

The platform does not support exporting Offer Campaigns.

Imports

The platform does not support importing Offer Campaigns.

 View an Offer Campaign Create an Offer Campaign Select the Offers in an Offer Campaign