After you have launched your automated campaigns in Listrak Conductor, you may want to optimize those campaigns.
A few tools in Listrak can help determine how you want to optimize your campaigns.
Use the Conversion Dashboard to identify campaigns where you are making a large portion of the revenue on the last message. Adding additional messages may allow you to capture additional revenue.
Use the Conversation Analytics to measure engagements, such as clicks, on different messages to identify the types of content that engage contacts.
Use dynamic content to display content relevant to those who are or not opted into specialty programs, such as loyalty.
These questions may help identify common optimizations
Adding Additional Messages to Conductor
You can add additional messages to to any Conductor conversation. This can help extend a one message series into a multi-message series or continue nurturing a contact relationship.
📌 If the last message in your thread accounts for a large percentage of your revenue, this may be a good indicator that adding messages will result in additional revenue.
⚠️ Make sure to create a message on the same list as your Conductor conversation.
Create your message in the Saved Messages.
Navigate to Automation> Conductor Conversations.
Click on the title of the Conversation to open the Working Version.
Click on the plus sign after the step prior to where the message will be added.
Select Wait Step.
Click on the step, select the duration option, and configure the number of days, as necessary.
Click on the plus sign after the Wait Step.
Select Message Step.
Click on the step and select Edit a Saved Message.
Select the message from step 1.
At the bottom of the message, select Commit Message and complete the confirmation on the second screen.
💡 Additional steps can be added with a message, such as an action step to include a coupon.
Don't forget to re-publish your conversation so that the changes take effect.
Updating an Existing Message
Sometimes you don't want to create a brand new message, but rather update the branding or content of the message currently in your Conductor conversation.
⚠️ Make sure to create a message on the same list as your Conductor conversation.
Create your message in the Saved Messages.
Navigate to Automation> Conductor Conversations.
Click on the title of the Conversation to open the Working Version.
Click on the message you would like to edit and select Edit a Saved Message.
Select the message from step 1.
At the bottom of the message, select Commit Message and complete the confirmation on the second screen.
Repeat steps 1-6 if you are replacing different messages.
💡 If the same message creative is used in multiple locations in Listrak Conductor, each message will need to be updated separately.
Don't forget to re-publish your conversation so that the changes take effect.
Adjusting Wait Steps
Changing the cadence of your campaigns can help keep contacts engaged and increase revenue. Reducing the time between messages may help to increase the urgency of a campaign.
Consider:
📌 If you tend to burn through inventory quickly, your Abandonment messages should have a shorter cadence.
📌 Consider adjusting your message cadence around your busy season, such as holiday, to account for shorter purchase lifecycles.
Navigate to the list your conversation is saved to.
Navigate to Automation> Conductor Conversations.
Click on the title of the Conversation to open the Working Version.
Select the Wait Step you want to update.
In the popup, change the settings of your wait step.
💡 Most wait steps will use the duration wait type. If you are looking to update an advanced wait step please contact Listrak Support.
Click Update.
Repeat for additional wait steps in the conversation if necessary.
Don't forget to re-publish your conversation so that the changes take effect.
⚠️ When republishing a conversation, you may need to select what actions to take on a contact in a conversation. You can have contacts move to the next step when shortening a wait step, for example. Reach out to Listrak Support with any questions.
Adding a New Thread to an Existing Conversation
A thread can be used to customize a contact's experience within a campaign. For example, you may want to send different messages in your Welcome Series for a subscriber who signed up via a popup vs a contact who signed up after placing an order.
Navigate to the list your conversation is saved to.
Navigate to Automation> Conductor Conversations.
Click on the title of the Conversation to open the Working Version.
Click on the green plus sign below the existing threads.
In the new thread, click on the Trigger Step to add the list or external event to to trigger step.
⚠️ Don't forget to remove your entry event from another thread if it has been used! Click on the minus sign in the selected event section of a trigger configuration to remove an event.
Click on the green plus sign to add additional steps based on the goals of your campaign.
💡 You can reorganize your threads by clicking on the arrows to the left of the trigger step.
Don't forget to re-publish your conversation so that the changes take effect.
Removing Purchasers
The ultimate goal of your email program is to provide an avenue for your contacts to make a purchase. If a contact makes a purchase while in your campaign, you may want to stop them from receiving additional messages as part of that campaign.
A go-to step allows you to send contacts who meet a specific criteria, in this example recent purchasers, to another location in your Conductor Conversation.
Navigate to the list your conversation is saved to.
Navigate to Automation> Conductor Conversations.
Click on the title of the Conversation to open the Working Version.
Creating an Exit Thread (skip if your campaign already includes an exit thread):
Click on the green plus sign under the existing threads
Click on the trigger step.
Check the box above the event selector marked No Events Required.
Click Update.
Click the green plus sign to add a Wait Step.
Select the No Wait type.
Click Update.
💡 Purchasers are typically removed mid-campaign for Abandonment Campaigns or Welcome Series, but can be removed before any messages are sent.
Now you can create the go-to step to set the criteria to remove purchasers
Click on the plus sign before the message purchasers should not receive.
Select the Go-To step type.
In the Go-To tab of the step properties, direct contacts to the wait step in the Exit Thread.
In the Segment tab, set up the filter to identify purchasers. There are two ways to remove purchasers. Option B considers how recently a contact purchased.
Contact has made a purchase at any time: Contact Behavior > Contact Has Purchased.
Contact has purchased since receiving the last message: Contact Behavior > Purchase History > Last Order Date > Is After > # days waiting between messages
💡 Use the offset date function so that the date dynamically updates for each contact. In the example below, contacts will be sent to the exit thread if they purchased within the last 4 days.
Repeat steps 5-8 if this purchase check should be performed before other messages in your Conductor Conversation.
Don't forget to re-publish your conversation so that the changes take effect.
Adding a Coupon Using a Coupon Pool
A coupon pool allows you to easily insert a code into a message while giving you the power to change these codes without ever having to edit the message itself.
📌 Coupons can help remove barriers to purchase, but can also reduce profit, so be strategic about the use of these in campaigns.
⚠️ If you are manually adding your coupon directly in the message creative you will not need create this action step.
Before you begin adding the Coupon within the Conductor interface, ensure that you have created your coupon pool using a static, unique, or Shopify code. You will also need to set up the specific profile field for the coupon code and optionally the coupon expiration date, if you are using one.
Navigate to the list your conversation is saved to.
Navigate to Automation> Conductor Conversations.
Click on the title of the Conversation to open the Working Version.
Click on the plus sign before the message where the coupon is included.
If you are adding a new message with a Coupon, click on the last step before the terminate step.
Add an action step.
Select the Update Segment Field with Coupon Code action type from the drop-down menu.
Select a Merchant, if applicable.
Select your Coupon Pool from the drop-down menu.
Select the previously created profile field for the coupon code.
. If using an expiration date, please select the second previously configured profile field for the expiration date.
Click Update.
Next, navigate to the message where the coupon will be included.
Follow the steps in editing an existing message or adding a new message.
Don't forget to re-publish your conversation so that the changes take effect.
Creating a Split Test
Creating a split test in your Conductor Conversation is a great way to determine which optimized version has better performance. For example, test the impact of changing the wait steps or updating message creative discussed above.
Each split test setup will be unique based on the variable (e.g. wait time, message creative, offer included). Learn more about setting up an A/B/ Split Test in Listrak Conductor here.
Appendix: How to Re-publish a Conductor Conversation
Re-publishing a Conversation enables a contact who enters your conversation to experience your new optimizations.
Once you have completed your updates, click Publish in the top of the Conductor designer tab. In a few minutes contacts will begin receiving the new optimized version of your campaign!
⚠️ If a popup appears you may need to re-map contacts. Re-mapping contacts occurs because the logic has changed and either the path they would have followed no longer exists (e.g. if you delete a message) or contacts are now eligible to move to a new location in the conversation (e.g. if shortening wait steps you can decide what happens to contacts who are now past the shortened duration). If you are unsure where to send these contacts, please contact the Listrak Support team or your Account Manager.