The goal of this ReEngagement campaign is to reach out to contact's who haven't clicked on a marketing email in the last 90 days to try to retain them as active contacts. However, you can use this setup to re-engage contacts based on other lapsed actions such as opens, purchases, etc. To do so, just change the criteria and be sure to name the audiences, profile fields and events according to the goal of your re-engagement campaign.
Steps to setting up ReEngagement Campaign:
Create Saved Audiences
Create Profile Fields
Create External Events
Build Conductor Conversation
Import Existing Contacts into Conversation
Step 1: Create Saved Audiences
Create 2 audiences - these audiences are based on your criteria for this campaign. For example - the unengaged audience may be contacts who haven't clicked an email in the last 90 day, so then the engaged audience who be the opposite set of criteria, contacts who have clicked an email in the last 90 days.
These saved audiences will then be imported into the conversation
Unengaged audience
Name it Reengagement - Unengaged
Engaged audience
Name it Reengagement - Engaged
Step 2: Create Reengagement Profile Fields
Create a new field group named - Reengagement
Create 3 fields, name them as stated below:
Reengagement Member / data type - checkbox
Chronic Unengaged / data type - checkbox
Days Field / data type - numeric
Step 3: Create External Events
Create a new event group named - Reengagement
Create 3 External Events, name them as stated below:
Currently Eligible - unengaged contacts
Currently Not Eligible - engaged contacts
Reactivate
Step 4: Build the Conversation
Click to open in new window
Select the Reactivation/Re-engagement option from the Template dropdown.
Configure the threads following the steps below:
Thread 1: All new subscribers - will automatically enter this thread upon subscription.
Entry Step - New Subscribers - All new subscribers will automatically enter
External Events - Select (+) all Subscription Points
List Events - Select (+) Subscribe
Wait Step - Wait for 5 minutes
Duration: 5 minutes
Wait Step - Reengagement checkpoint
Duration: 90 days* - Set for same duration the Engaged/Unengaged Audiences are using
GoTo Step - Subscriber Needs to Reengage
Filter - Reengagement - Unengaged Saved Audience
GoTo Reengagement Membership Status Action Step
GoTo Step - Subscriber Does NOT Need to Reengage
Filter - Reengagement - Engaged Saved Audience
GoTo Reengagement checkpoint Wait Step
Action Step - Reengagement Membership Status
Update Segment Field with Value > Reengagement Member > select with the value 'checkbox'
Message Step - Reactivation Message 1
Apply Reactivation Message from your Saved Messages
Wait Step - Wait for X Days - set your desired cadence
Duration: X Days
Add Child Thread - Contact Opened Message 1
Apply Message Opened Trigger
Action Step - Execute Reactivation
External Event - Reactivate
💡 Number of messages vary based on your strategy. Repeat the Message Step and Wait Step setup for each message you add to the campaign.
Action Step - Chronic Unengaged - use this to flag those subscribers so you can act on it however you wish
Update Segment Field with Value > Chronic Unengaged > select with the value 'checkbox'
Thread 2: Currently Not Eligible - engaged contacts - used to trigger the external event for subscribers who are in the Engaged Saved Audience and then send them to wait for X number of days, then send them through to check their engagement. If still engaged, they are looped, if not they get sent the series of messages.
Entry Step - Currently Not Eligible - engaged contacts
Apply Currently Not Eligible - engaged contacts External Event
Wait Step - Wait for 5 minutes
Duration: 5 minutes
GoTo Step - Reengagement Checkpoint
No Filter
GoTo Reengagement Checkpoint Wait Step in Thread 1
Thread 3: Currently Eligible - unengaged contacts - used to trigger the external event for subscribers who are in the Unengaged Saved Audience and then throttle them into the campaign. Necessary based on possibility of large number of contacts who have been messages in a long period of time.
Entry Step - Currently Eligible - unengaged contacts
Apply the Currently Eligible - unengaged contacts External Event
Wait Step - Wait for 2 minutes
Duration: 2 minutes
Action Step - Days ⚠️ this needs to be added, it is not in the template.
Create Split Segment > Days Field > X number of segments to split this group of Unengaged by.
💡 Base this on the list size and how long you want the throttling to take.
Wait Step - Duration with Segment ⚠️ this needs to be added, it is not in the template.
Duration with Segmentation: Wait for segment field of Days (field) / Days (cadence) > Use the default wait of 1 Days (cadence) - used to automatically throttle the each Segment (created in the previous Action Step) over X cadence of days (set in the previous Action Step)
GoTo Step - Reengagement Membership Status
Filter - no Filter
GoTo Reengagement Membership Status Action step in Thread 1
Thread 4: Reactivate - used to recirculate any contact who acted on one of the messages within the campaign, trigged in the child threads
Entry Step - Reactivate
Apply the Reactivate External Event
GoTo Step - Reengagement Checkpoint
Filter - no Filter
GoTo Reengagement Checkpoint Wait Step in Thread 1
Thread 5: Exit Thread - The Exit Thread is not needed and can be deleted.
Review and Publish
Review the conversation and when ready to activate the campaign click Publish!
Step 5: Import Existing Contacts
Two External Events will need to be manually triggered to import all existing subscribers, those who unengaged and those who are engaged, into this conversation.
Import Unengaged contacts
In the External Event Manager > Reengagement group > select the Execute Event icon circle for the Currently Eligible - unengaged contacts Event
Select the ReEngagement Campaign from dropdown
Select New Filter > Saved Audience > Unengaged (named in Step 1) > Update > Execute > review and click Yes (to confirm and trigger audience into campaign).
Import Engaged contacts
In the External Event Manager > Reengagement group > select the Execute Event icon for the Currently Not Eligible - engaged contacts
Select the ReEngagement Campaign from dropdown
Select New Filter > Saved Audience > Engaged (named in Step 1) > Update > Execute > review and click Yes (to confirm and trigger audience into campaign).