Welcome series

  • Updated

A welcome series campaign in Optimizely Data Platform (ODP) targets customers high in the purchase funnel to keep them engaged and encourage them to repurchase.

Example

When a customer shows interest by providing personal information, you can continue the conversation and establish quality standards for future communications. 

Consider the following questions when creating a campaign series:

  • How do I want to introduce my brand or story to customers?
  • Is saying thank you and getting the customers in standard promotional emails enough?
  • Do I want to offer an incentive like a discount with the thank you message in the welcome series?

Configure the campaign

Use ODP's ecommerce integrations to create campaigns using the welcome series recipe. If you do not have the integrations, you must create the recipes.   

Use a recipe

  1. Go to Activations > Overview > Create New Campaign.
  2. Select Behavioral.
  3. Select Welcome Series if integrated with a third-party app.

  4. Configure the campaign's Enrollment and Touchpoints. You must customize the touchpoints, including the design, content, and sender profile.
  5. Click Save and Go Live when ready to send the campaigns.

Create from scratch

The welcome series is an event-triggered campaign sent after a subscription event occurs. Before creating the campaign, you must create a welcome series filter. 

  1. Go to Data Setup > Filters > Create New Filter.
  2. Enter a name for the filter and select the Visibility.
  3. Select Feed > Events. 
  4. Enter the following event-based rules:
    • Event Type = list
    • Event Action = subscribe
    • List ID = newsletter
    • Data Source = JavaScript

  5. Click Save.

When you have created the behavior, create the Welcome Series campaign by completing the following:

  1. Go to Activations > Overview > Create New Campaign.
  2. Select Behavioral > Create From Scratch.
  3. Expand Enrollment and select Customers that trigger an event. 
  4. Select the filter you created. 

  5. Expand Enrollment Rules and enable constraints to stop sending multiple messages successively by limiting to one message per person per hour. 

  6. Click Touchpoint to edit the campaign's content and include your brand's logo, a Header and a Footer.
  7. Click Save and Go Live when ready to send the campaigns.

Preview and test the campaign

You must have the PII Viewer role to preview and test a campaign.

Preview the campaign 

  1. Click Preview.
  2. Enter the email address or customer ID of someone in the campaign's reachable audience to preview their version of the content.
  3. Click Preview.

Test the campaign

  1. Click Test. 
  2. Enter recipients (separated by commas) of the test email in the Recipient Email Address.
  3. Expand Render Template with Customer (Optional) and search for the email address or name of someone in the campaign's reachable audience to preview their version of the content. Leave the field blank to preview the email as an unspecified customer.
  4. Click Send.

Go Live

  1. Select the campaign's name from the breadcrumb trail.
  2. Click Save to ensure all touchpoints are updated.
  3. Click Go Live.