CDP: Dynamic Audiences in Audience Activation

Overview

The Dynamic Audiences enable customers with CDP Pro to create, sort, and save lists of Shoppers with filters and conditions applied. These Shopper lists may be leveraged within the Audience Activation in order to create custom email / SMS campaigns for ongoing or one-off engagement.

Navigation

To access your Dynamic Audiences and activate these lists within Audience Activation, enter your Fullpath Dashboard and click on the CDP tab from the left side menu. Dashboard > CDP > Audiences > Dynamic Audiences https://dashboard.fullpath.com/shoppers/saved-filters 

Activate Internally with Audience Activation

Leveraging a Dynamic Audience inside of Audience Activation is a 4 step process:

1. Enter your Dynamic Audience list, select the audience you intend to use, click ACTIVATE
2. Select if you would like to active the audience via an Email campaign or an SMS campaign
3. Select the campaign goal (Sales or Service, this will impact reporting and attribution)
4. Compose and design the message (always send a test email/ SMS, open on multiple devices)
   • you may also use existing system Templates instead of designing your own - speak to your CSM about this option!
5. Set the frequency of the campaign (how often should it be sent)
   
   

 

Campaign Goal

Selecting a campaign goal will determine any leads or sales will be attributed and where in the reported they should appear:

 

KEEP IN MIND: If the account does not have Service Enabled, you will not be able to select Service as a campaign goal.

Design the Email / SMS Message

• The campaign description is internal but will help you to organize the campaign and quickly reference it within a list of campaigns inside the Dashboard.
  
  
• The Subject Line (email), Email Body (email), and Linked Text (CTA button in email) may all be generated using AI or input manually.
  
  
  
  
• The Email body supports both rich text editing as well as HTML
  
  
  
  
• The Email body supports emoji and image insertion (JPEG, PNG):
  

  • you may also resize image

  • justify the image left, right, or center

  • set inline text (text on the same line as image)
    
    
    
    
    
    

• It is ALWAYS recommended to send a test email / SMS before launching a custom campaign live - the message should be opened and reviewed on both a a laptop AND a mobile device to ensure proper sizing and formatting.
  
  
• Custom campaigns can support merge tags if you would like to add even more personalization to emails. Read here about merge tags in Audience Activation emails.
  
  
• Keep in mind when designing custom SMS engagement, the editor will show a character counter to display when the limit of one SMS is getting closed/ reached. When using merge tags, the character count will show according to the merge tag used so you get an idea of how long it is, but actual characters per SMS will be counted after a message is sent and that number will be deducted from the monthly SMS allotment.
  
  

you may also use existing system Templates instead of designing your own, ask your Customer Success Manager about this!

 

Campaign Settings

Dynamic

Dynamic campaigns enter your campaign cadence. Each day we will determine which audiences your shoppers are eligible for and then we'll pick the campaign to send them based on campaign priority. You will want to specify how often the recipients receive this email and how important this email is (the opportunity cost). 

Fixed

Fixed campaigns are sent immediately and will override all other, existing send rules. This may result in Shoppers receiving two emails in one day.

Fixed campaigns send immediately (if no date / time is selected) or at the designated time chosen by the campaign creator. They may take up to a few hours to generate and send, but there is no cutoff time for creation and they will send any time or any day of the week.

Dynamic campaigns will send whenever the next business day falls or if you select Morning means it will start sending at 8AM Central Standard, Afternoon at 1PM central standard, and Evening is 5PM central standard.

Priority 

Audience Activation has several email campaigns running simultaneously, which means Shoppers may be in more than one audience and campaign at the same time.

The system however, doesn't overload Shoppers or spam them with multiple emails. There are safeguards in place to make sure only the most relevant emails are sent out, and only at a frequency, or cadence, that makes sense for that Shopper, and is responsive to their intent and engagement. Read more about email cadence here.

Priority for custom campaign work as follows:

• High Priority campaigns mean that the email is the most important campaign and it will be prioritized above all others.
  
  
• Regular Priority campaigns are sent after all relevant high priority emails

Keep in mind: Activating Dynamic Audiences inside of AA will override existing, system-driven default rules.

For example :

• • Creating an audience of Shoppers who submitted a lead yesterday, will override the 14 day lead delay default rule in place for system campaigns
    
    
  • Creating an audience of Shoppers who've just purchased vehicles, it will also override the default rule of no emails within 1 year of purchase

Rules which may NOT be overridden, as they may jeopardize the health of domains:

• • • Sunset
    • Unsubscribe
    • Block
    • Spam risk

Schedule Custom Campaign

You may define specifically when you would like to the campaign to be sent/ start sending using a date picker with a start and end date.

Save as a Draft

Campaigns may be saved as a draft and access later under the Custom Campaigns list for further editing or activation.

Pause a Custom Campaign

You may pause any custom campaign by clicking on the campaign from the Campaigns page list, and clicking on the 3 dots to the far right of the row.