Follow-up Campaigns
In this section, you will get to know everything related to the Follow-up Campaigns.
What is a follow-up campaign?
It refers to a type of loyalty campaign in which a member needs to fulfill specific conditions before unlocking a next/following campaign. Once members have completed one campaign, they can embark on the journey of unlocked campaigns.
In other words, unlocking campaigns is a reward for completing previous ones.
What is the business goal of a follow-up campaign?
Creating a follow-up campaign enables you to design advanced gamification scenarios that can engage members on multiple levels. The primary goal of this type of marketing campaign is to increase customer retention and sales by providing rewards to members who complete specific conditions.
Unlocking campaigns as a reward for completing previous ones encourages members to keep coming back and further engage with your business.
How does a follow-up campaign work?
Once one campaign is completed, it unlocks the next campaign for a member. Depending on different scenarios.
How to set up a follow-up campaign?
Examples of follow-up campaign configuration based on the scenario:
The member completes Campaign A > can see/unlock Campaign B
The member completes Campaign B > can see/unlock Campaign C
The member doesn’t complete Campaign A-C > can see/can complete Campaign D. The campaigns happen one after the other and never simultaneously. First goes A, B starts one week later, and so on.
STEPS:
Create a Campaign A with the start-end date (example 22.10.23 – 28.10.23) with the conditions and effect of your use case. In this example, customers who spend 100 Euros or more will receive 50 points.
Create a Segment with the Condition “Campaign completion” (ex. Complete campaign 1 over the last 7 days) and choose Campaign A from the list.
Create a Campaign B, with the start and end dates (for example, 29.10.23 – 04.11.23), with the Condition “Member segment” that you created in the 2nd step. Remember about setting effects based on your business case.
Create a Segment with the Condition “Campaign completion” (ex. Complete campaign 1 over the last 7 days) and choose Campaign B from the list.
Create a Campaign C, with the start and end dates (for example, 05.11.23 – 11.11.23), and the Condition “Member segments” that you created in the 4th step. Remember about setting effects based on your business case.
Create a Segment with the Condition “Campaign completion (e.g., Complete campaign 0 times over the last 7 days) and choose Campaign A from the list.
Create a Campaign D with a time frame that includes the dates of Campaign A, B, and C (29.10.23-11.11.23) and Member segments that don’t contain the segments from Campaign B and C, but contain the segment from Step 6th. Also, set the visibility only for members from that segment. Remember to set different conditions to distinguish Campaign A from D.
Actionable tips:
Please always consider the following:
If you have follow-up campaigns that have the same time frame - put the number in the Segment set up ‘Last X days’ according to the timeframe of start Date Campaign A - end date Campaign D. Let's say campaigns are available 1.10.23 – 31.10.23 so we can put where 30 days as the member might want to fulfill all followup campaigns on the last day of campaigns availability.
If you have follow-up campaigns with different time frames (as in the example above) – put the number in the Segment set up ‘Last X days’ according to the time frame of start Date Campaign A - end date to Campaign A. The last X days are in the past, so it must include the timeframe of the campaigns selected in the Segment
Completion number in segments must be = or < than the Campaign limitation per member
It’s good to have an end date for the follow-up campaigns
Please note – if you have campaigns at the same time frame, remember that the member will end up in the associated segment after around 10 min.
Tips for our example scenario:
If the Customer doesn’t compete with Campaign A, they can unlock Campaign D immediately (both campaigns have the same time frame). In this case, for safety, it’s good to set:
define two different conditions for A and D
In Campaign D set the visibility for segment Campaign A “completed a campaign 0 times over the last X days” and set in the conditions the segment “who didn’t complete Campaign A”
exclude (not contain) the segment who completed Campaigns A and B (in the campaign conditions)
The “last X days/weeks/months” examples
Examples for the field "Member completed the campaign in the last x *":
If you want to include campaign completions only on the current day / in the current week/month, put '0' in the field 'Member completed the campaign in the last X days/weeks/months'.
Current time = 0
Current time: 2023-09-29 13:30:00, last_x_days option:
last days = "0" will affect members who complete the campaign between (and including): 2023-09-29 00:00:00 – 2023-09-29 13:30:00
last days = "1" will affect members who complete the campaign between (and including): 2023-09-28 00:00:00 – 2023-09-29 13:30:00
Current time: 2023-09-29 13:30:00, last_x_weeks option (the assumption is that the first day of the week is Monday)
last weeks = "0" will affect members who complete the campaign between (and including): 2023-09-25 00:00:00 – 2023-09-29 13:30:00
last weeks = "1" will affect members who complete the campaign between (and including): 2023-09-18 00:00:00 – 2023-09-29 13:30:00
Current time: 2023-09-29 13:30:00, last_x_months option
last months = "0" will affect members who complete the campaign between (and including): 2023-09-01 00:00:00 – 2023-09-29 13:30:00
last months = "1" will affect members who complete the campaign between (and including): 2023-08-01 00:00:00 – 2023-09-29 13:30:00
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