Nodes: The Building Blocks of Campaigns

  • Updated

The actions that form a campaign are defined by arranging and connecting nodes in the campaign editor. There are required and optional nodes. By connecting nodes in a logical manner, you define the sequence of activities that make up a campaign. Some node types may be available or unavailable depending on the type of your campaign (Smart Campaign, Transactional Campaign, Marketing Automation Campaign).

For example, use the Recipients node to select one or more recipient lists and transfer their recipients to the message node. When you start the campaign, this message is sent to the transferred recipients.

Grayed out node

A node may be unavailable and grayed out in the side panel for several reasons.

  • A campaign is already dedicated to a specific channel. For example, if you drag an Email node to the desktop, the Print and SMS nodes are deactivated.
  • You already used that node type. The Recipients, Limit, Target Groups and A/B Test nodes can only be used once per campaign.
  • You lack permissions. For example, you have permission to send email campaigns but not SMS campaigns.
  • The marketing channel is not configured in your client.

Required elements

A campaign must include a Recipients node and a message node (Email, SMS, Mobile Push, Web Push, Print), before you can start it.

Optimizely image Recipients

Parameter Description
Recipient Lists Select one or more recipient lists to which to send the messages.

The recipient list type must be compatible with the message type being sent. For example, you can only send a print message to a print recipient list (or a multiple recipient list).

Optimizely image Email

Parameter Description
Name Enter a name for the message. This name is only used internally.
Description Enter an optional message description.
Edit Content… Click to add content, then perform the steps described in Editing message content.
Test Email…
  1. Click to start a test dispatch. The Send Test Message window opens.
  2. In the Recipient List drop-down list, select a list with test recipients.
  3. If you want to simulate a target group, select a target group in the Simulate Target Group drop-down list.

    The test recipients selected in the next step can also belong to other target groups.

  4. In the Recipients list, select one or more test recipients.
  5. Click Send Email to send the test messages in multi-part format, or click Send HTML Version or Send Text Version if you want to test only one format.

Optimizely image SMS

For more information, see SMS.

Parameter Description
Name Enter an internal name for the message.
Description Enter an optional message description.
Edit Content… Click to add content, then perform the steps described in Editing message content.
Test SMS…
  1. Click this button to start a test dispatch. The Send Test SMS window opens.
  2. In the Recipient List drop-down list, select a recipient list with test recipients.
  3. In the Recipients list, select one or more test recipients.
  4. Click Send SMS to start the test dispatch.

Optimizely image Mobile Push

For more information, see Mobile Push.

Parameter Description
Name Enter an internal name for the message.
Description Enter an optional message description.
Edit Content… Click to add content, then perform the steps described in Editing message content.
Test Message…
  1. Click this button to start a test dispatch. The Send Mobile Push Test Message window opens.
  2. In the Recipient List drop-down list, select a recipient list with test recipients.
  3. In the Recipients list, select one or more test recipients.
  4. Click Send Mobile Push Message to start the test dispatch.

Optimizely image Web Push

For more information, see Web Push.

Parameter Description
Name Enter an internal name for the message.
Description Enter an optional message description.
Edit Content… Click to add content, then perform the steps described in Editing message content.
Test Message…

You must set up the Web Push test dispatch in advance. See Web Push test dispatch on Optimizely World.

  1. Click this button to start a test dispatch. The Send Web Push Test Message window opens.
  2. In the Recipient List drop-down list, select a Web Push test recipient list.
  3. In the Recipients list, select one or more test recipients.
  4. Click Send Web Push Message to start the test dispatch.

Optimizely image Print

For more information, see Print.

Parameter Description
Name Enter an internal name for the message.
Description Enter an optional message description.
Edit Content… Click to add content, then perform the steps described in Editing message content.
Test Message… A test mailing ensures that a print mailing can actually be delivered. You can also check the finished print result.

Review the letter's layout before sending it by creating a test print. See Printing a test message.

  1. Click this button to initiate a fee required test send. The Send Test Message window opens.
  2. In the Recipient List drop-down list, select a list with test recipients.
  3. In the Recipients list, select one or more test recipients.
  4. To initiate the test dispatch, click Send By Post. The print template is generated from the message, forwarded to the print and mailing service provider, and sent by post. Delivery to the test recipient is generally done within two working days.

Optional elements

You can include the following elements in a campaign.

Optimizely image Wait

Specify a message's start time. You can manually activate a campaign containing a Wait node. If you do, the messages are sent at the specified time.

Limitations

  • Wait is not available for transactional mails or confirmations.
  • For print messages, the print template is created at the dispatch time, and transferred to the printing and delivery provider. Depending on the selected dispatch type, post-based mail delivery arrives in one to four working days.

Use Wait in combination with an A/B test to define the sending time of each split.

Parameter Description
Wait until... Specify the date on which a message or split is sent.
at ... Specify the time when a message or split is sent.
Wait until import has finished If you are using the closed-loop interface, activate this option to send the messages after the recipient import.

If you enable this option, do not activate the campaign.

Start at ... after import has been finished If you are using the closed-loop interface, activate this option to send the messages after the recipient import at the time specified here.

If you enable this option, do not activate the campaign.

If you use Send time optimization, you must also specify a Wait option in the Send date area as a time reference point. Also, the fallback time is determined for recipients for whom there is not enough behavioral data to determine an optimal send time. See Configuring send time optimization in the Wait node.

Parameter Description
Send time optimization Select the check box to enable automatic send time optimization.
24 hours/7 days (only when the selected wait option is Wait until ...) Select the period of time during which the send time can be optimized.
Date slider Use the date slider or the arrow keys to change the start and end times of the send time optimization.

Optimizely image Block

Limitations

Suspend recipients on custom blocklists from a mailing. Place the Block node in your campaign and click Properties Optimizely image. Then, select one or more custom blocklists from the drop-down list. The recipients on those blocklists will not get a message.

Optimizely image Throttle

Limitations

You can also use the Throttle node for A/B tests. See A/B Test node.

Specify the dispatch rate. Sometimes you should select a lower dispatch rate, such as when you send a coupon in email. Unless you reduce the dispatch rate, your web shop may get overloaded.

Parameter Description
Decrease the Dispatch Rate Specify the dispatch rate per hour for messages. The lowest rate is 1000 messages per hour. If you set 1000 messages per hour, 1000 recipients are distributed evenly throughout the hour.

Optimizely image Limit

Limitations

Specify how many recipients (percentage or absolute value) you want to contact. Place the Limit node in front of the message node.

Parameter Description
Percent Specify the percentage (1 to 100) of recipients to be contacted. The number of recipients is calculated on the global number of recipients from recipients lists selected in the Recipients node (=100 %). Other limiting elements, like target groups, are not considered.
Recipients Specify the actual number (absolute value) of recipients to be contacted. If this value is higher than the number of possible recipients, all recipients are contacted.

Limit and target groups node

If you use a Limit and Target groups node in a campaign, consider the following notes:

  • Limit node after target groups node. If you use a Limit node after a Target Groups node, the limit affects the number of recipients filtered by the target groups node. See the following example:

    Image: Target groups and limit node

  • Target groups node after limit node. If you use a Target Groups node after a Limit node, unexpected numbers of recipients may occur.

    In the following example, the 100 recipients in the Shop customers recipient list are limited to 50 percent. The remaining 50 recipients are then filtered by gender. Since the Women target group refers to the initial recipient list, which contains 60 women, the mailing is sent to 50 female recipients.

    Image: Limit and target groups node

Optimizely image Segment

Limitations

You can use real-time segments similar to target groups in a campaign. To add an ODP real-time segment to your campaign, drag and drop the Segment node onto the desktop. To edit this node, click Properties Optimizely image and select the desired segment from the drop-down list.

Optimizely image Target Groups

Limitations

Limit the selection of recipients based on additional criteria (see Target group definition). Place Target Groups between the Recipients node and the message node. In Smart Campaigns, the target group node can only have a single outgoing connection; in Transactional Campaigns there can be multiple outgoing connections.

Target Groups contains no additional parameters. To specify a target group, create an outgoing connection, click it, and define a target group or select an existing one.

Parameter Description
Target Group Enter an internal name for the target group and the target group definition. See Target group definition.

Optimizely image A/B Test

Limitations

  • A/B test is not available for confirmations or print messages.
  • If you add an A/B test to the campaign, you must create at least two variants of the message. The more successful variant (automatically selected by one of these criteria – open, click, bounce or unsubscribe rate, or revenue, or manually selected) is sent.

Optimize your messages: When you use an A/B test in a Smart Campaign, two variants (A and B) of an email are sent, which differ in a factor (such as the subject line). By comparing key figures (such as the opening rate when testing the subject line), you can determine which variant worked better. See A/B test.

In Transactional Campaigns, there are fewer options: You can set a percentage value for each connection from the A/B Test to a message node. The sum of the percentage values must be 100 or there has to be a no limit connection. The messages will then be sent according to these percentage values, but there is no automatic selection of the best message draft. You can check key figures like open rate or click rate in Deep Analytics and then manually adjust the Transactional Campaign to use the best message draft.

You configure the A/B test for Smart Campaigns in two steps:

  1. Activate automatic optimization in the A/B Test node.
    Parameter Description
    Activate automatic optimization Enable to select the most successful message in the splits based on one of the criteria in the following line.

    This option is not available for print messages.

    Type of Optimization Select one.
    • Best effective click rate. Sends message with best ratio of unique openings to unique clicks.
    • Best unique click rate. Sends message that generated the highest percentage of clicks from individual recipients.
    • Best unique open rate. Sends message opened by highest percentage of recipients.
    • Lowest unique unsubscribe rate. Sends message that generated the lowest percentage of unsubscriptions from individual recipients.
    • Lowest bounce rate. Sends message that generated the lowest percentage of return messages.
    • Highest turnover. Sends message that generated the most turnover.

      This option is only available if you are using Post-click tracking, or either web analytics or e-commerce integrations.

    Sending Date for the Optimized Message If you activated the automatic optimization function, select an option to trigger the sending of the optimized message to the rest of the recipients.
    • Date and Time. Send your optimized message at a specified time; for example, you always send messages at 3 PM on Thursdays, and your recipients are used to receiving your messages at this time.
    • Delay After Last Split. Ensure that your recipients have enough time to open a message and to click the links (regardless of when you start the optimization). You can draw conclusions from this for the optimization of your campaign. For example, if your recipients read a message and click links in the first two days following receipt.
    • Manual. Send the optimized message when you want. Then, once splits are complete, click Optimize to start the optimization process in the Campaigns window.
  2. Create the split mailings and connect them with the A/B Test node.

    A/B Test also lets you branch the path of your campaign. For example, to send different messages to different target groups.

    Parameter Description
    Priority Specify to which target group is to be sent first. The branches are processed hierarchically. The branch with the lowest number has the highest priority and is executed first.
    Number of Recipients Specify the number of recipients to which the connected split is to be sent:
    • Percent. Specify the percentage of recipients to be contacted.
    • Recipients. Specify the number of recipients to be contacted.
    • No limit. Do not limit the number of recipients.
    Target Group Optionally specify which target group is used by referring to an existing target group:
    1. In the box under Target Group, enter a name.
    2. In the Target Group list on the right, select the desired target group.

      If you create a new target group, define the filters (see Target group definition).

    3. Click Save Target Group Optimizely image. The message is sent only to recipients of the selected target group.
  • If you filter a target group by actions over a period of time and set an A/B test with different send times, unexpected numbers of recipients may occur. Recipients are always calculated at the actual send time of each A/B test message.
  • When you use the send time optimization, you must also specify a date and time or select the Manual option under Sending Date of the Optimized Message. See Configuring send time optimization in the A/B test node.

A/B Test and Throttle node

If you activate automatic optimization for an A/B test and place a Throttle node before the message nodes, the message variant that is sent after the A/B test applies the Throttle node setting.

Image: A/B test and Throttle node