How to create and manage marketing campaigns that promote greater customer engagement. Looking to build brand loyalty, customer relationships, and overall brand advocacy? It all starts with a focus on personalised marketing campaigns. These campaigns are often part of a wider marketing strategy, but an emphasis on personalisation helps to strengthen the strategy’s overall message. We’ve put together some examples of multi-channel, multi-stage campaigns that cover a few of the main topics that many businesses want to address. Discover how to engage a customer on a personal level, and how to get the customer to take up a promotional offer.

1. Want to engage your customers more?
Try these 4 campaign ideas!
How to create and manage marketing campaigns that promote
greater customer engagement.

2. In this SlideShare we’ll show you how
your company could benefit from
adopting personalised campaign
approaches to build and strengthen
your relationships with your customers.
We’ve used our multi-channel campaign
automation tool Apteco PeopleStageTM
when
designing these campaigns.
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3. Birthday
campaign
01
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4. This first example is a simple,
straightforward campaign.
Ideally, campaigns like this
birthday campaign should be
present in every company as
it’s a good way to maintain
and nurture customer
relationships.
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5. The trigger for this would be the customer’s date of birth,
and you could personalise your message in a range of ways:
Various discounts
depending on age
Different product
offers based on
gender, geo location,
and demographic
Appropriate
promotions, according
to age and gender
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6. How to plan
your birthday
campaign
The first step is to create
a daily target group to
automatically include people
who have a birthday on that
particular day.
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7. After this you need to define the
content to be sent out. This is a
great opportunity to promote
relevant items to the recipient and
to tailor any additional promotions.
In our campaign we’ve decided that
each recipient will receive a birthday
banner. The type of banner will
vary depending on age and gender,
as well as the different discounts,
offers, and brochures that we’ve
chosen to promote.
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8. This is how the Content step would be laid out in PeopleStage.
Birthday Content
Birthday Banner
Offer
10% discount on all books!1...
Happy Birthday! Many Happy Returns!
1...1...1...
Brochure
Girls and Womens
Females Males Other
BoysandMens
FullBrochure
Girls and Womens
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9. This is how the final campaign would look in PeopleStage.
Birthday Campaign
Birthday MessageBirthday Audience
Exit Pool
Birthday Content Birthday Delivery
Exit Journey
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10. The result
Our customer Steven turns 40 today
and receives the following direct
mail from us including one of our
additional banner options.
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11. Offer expiration
campaign
02
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12. A challenge faced by many
companies is that promotion
codes, vouchers, and
coupons aren’t used.
As a result, the customer
misses out on the benefits
of the promotion – and
the company misses out
on the opportunity
to connect with the
customer.
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13. Options for personalisation are:
Offer date
Individual offer
according to date
and interests
One of the benefits of using time-
limited offers is that it presents
further opportunities to contact the
customer to remind them that their
offer is set to expire soon. You can
even promote other offers at the
same time.
The trigger for this campaign could
be time based; for example, six
weeks before the voucher or offer
expires.
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14. How to plan your
offer expiration
campaign
It may seem obvious, but you
need to plan your campaign in
advance of an offer’s expiration.
A campaign can then be set up
for all customers who have a
voucher that will expire in,
say, six weeks.
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15. This initial contact will likely serve
as a reminder to redeem their
voucher. An additional reminder
can then be set up closer to the
expiration date, for example three
weeks before the offer ends.
And yet another follow up could
be scheduled if the voucher still
hasn’t been redeemed. Each of
these interactions presents an
opportunity to promote other
offers that are relevant.
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16. Here is an example of how this multi-stage, trigger campaign
could be set up in PeopleStage.
Birthday Campaign
6 Weeks Message
3 Week Message
Follow Up
6 Week Pool
Follow up Pool
Exit Pool
Exit Journey
Follow Up
3 Weeks to Expiry
6 Weeks to Expiry
Responded Pool
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17. And this is how it looks live:
A few weeks ago, Carlos received a
voucher code from us for his loyalty,
but it hasn’t yet been redeemed.
Because the voucher code loses its
validity in six weeks, we remind him
of this great offer and suggest what
he might like to use it for.
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18. Shopping cart
abandonment
campaign
03
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19. This is a slightly more complex
campaign, but one that offers
many benefits for the business.
The customer has already
indicated to us that they’re
engaged by placing some
items in the shopping cart.
We know exactly what
they’re interested in, and
can use this information
to help them take the
next step and buy.
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20. Promote an offer according
to items in the abandoned
shopping cart
Promote the ‘best next offer’ based
on items in the abandoned cart, if
previous transactions are available
The trigger for this campaign would be when the
user abandons their shopping cart.
Options for personalisation are:
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21. How to plan the
shopping cart
abandonment
campaign
In this case there’s a live trigger
that causes the email to be sent
to the customer – their cart
abandonment.
In our example all visitors who
abandon their shopping
cart automatically become
part of our target group.
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22. In this instance we’ve included a
50/50 split: one of two product
banners is randomly selected in
order to test which banner delivers
the best results.
50/50
The first step in this campaign
is to send every shopping cart
abandoner an email. We let them
know that we’ve added a gift to the
shopping cart to incentivise them.
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23. A third piece of content is
included, which is controlled
by a sophisticated analysis of
the previous transactions of the
customer along with those of similar
customers: the ‘best next offer.’
This means that we can suggest
what the customer should purchase
based on our knowledge of their
previous transactions.
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24. This is how the three pieces of content are organised
in PeopleStage in the Content step.
Abandoned Basket Content
We’ve added a little surprise in your basket
Best Next Offer
Subject Line
Free Gift Banner
These Looks Match Your Style
Free Gift For YouJust for You
50%
Automated Alternatives
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25. Any further steps depend on the reaction of the customer.
If the customer
doesn’t react, a
reminder is triggered
If the customer clicks
but doesn’t buy
then they receive a
temporary offer
If the customer makes
a purchase, they
receive a thank you
email from us
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26. This is how the final campaign would look in PeopleStage.
Abandoned Basket Campaign
Thank You Pool
Thank You Audience Responded Thank You
Exit Pool
Exit Journey
Response Check
Decision Pool
Not InteractedFollow Up Audience
Abandon Basket Audience Intial Email Message
Abandon Pool
Interacted Message
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27. And this is how it looks live:
Marc browsed in our online shop and
added trainers to his shopping cart.
Unfortunately, he did not complete
the purchase.
To encourage Marc to do so, we add
a small gift to his shopping cart. In
addition, he receives advertising –
matching his item in the shopping cart
– and a ‘best next offer’ suggestion
based on his purchase history.
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28. Bad weather
campaign
04
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29. Let the weather determine when
your next campaign will be
triggered and how it will continue.
Relevance is the be-all and end-
all in marketing, so why not
include weather forecasts in your
communication – everybody loves
to talk about the weather, right?!
The trigger for this campaign would
be the weather forecast.
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30. Options for personalisation are:
Weather
conditions
Offer based on
gender
Nearby
outlet
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31. How to plan the
bad weather
campaign
If, for example, the weather
forecast for the next week
predicts a probability of rain
of over 80%, you could
take this opportunity to
equip customers with a
weather appropriate
product such as rain
jackets.
80%
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32. As a first step, we send out an
email alerting our customers of
the chances of bad weather. We
promote our new rain jackets and at
the same time the nearest outlet for
the respective customer.
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33. This is how you could organise your Content step in PeopleStage.
Weather Content
Subject Line
Nearest Store
Image set
Its beginning to feel alot like rain...
Nearest Store
Males OtherFemales
FemaleRaincoats
FullBrochure
Males Raincoats
Males Raincoats
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34. Two days later, we send a mobile
push notification to all customers
who have installed our app. It’s
a true multi-channel campaign!
And since we all know that the
weather likes to change its mind,
we again include the weather
forecast in this campaign step.
If the probability of rain remains
high, we also promote our
rain jackets in the mobile push
notification; and in case of sunny
weather, we present the new
t-shirt collection.
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35. This is how the campaign would be set up in PeopleStage.
Bad Weather Campaign
Weather Message
Push Notification
Follow up Email
Exit Pool
Exit Journey
First Pool
Weather Notification
Follow up Audience
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36. The result
This is how it looks live:
Julia is a valued customer in our
London store and regularly places
orders online. We want to warn her
about the imminent rain and offer
her our new rain jacket collection so
that she’s well prepared.
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37. We hope that our tips and
suggestions prove useful for your
own marketing campaigns.
If you have any questions or would like to receive
further information about our solutions, please do not
hesitate to contact us or one of our approved partners.
Find an approved partner
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