Creating a playbook

Overview

A Playbook automates messages and actions for your customers throughout their journey. Each audience represents an important stage in this journey, and playbooks should match these audiences to reach specific goals.

Accessing playbooks

Navigate to Marketing > Campaigns > New Campaign > Playbook.

Learn more about how playbooks operate and playbook actions.

Creating a playbook

To create a new Ortto playbook campaign.

1. On the Campaigns page, click New Campaign and select Playbook.
2. Pick a Template based on your use case or data source, or start from scratch.
3. Define the entry criteria for your campaign.
4. Configure the Send Messages settings to specify who receives emails and when they are sent.
5. Set up Attribution according to your requirements.
6. Click Add Message on the right to include emails in your sequence.
7. Select Actions to include any additional actions in your sequence.

Playbook use case > 14 day trials

1. On the Campaigns page, click New campaign > Playbook.

2. Select a Template based on your use case or data source. You can find templates under My saved templates or shared with me. Click Use template to proceed. If the template pulls from a connected data source, choose the relevant accounts. You can also rename the campaign if needed.

3. Under Send messages, click edit and set the message cadence to As soon as they match. This will send messages immediately based on priority when they meet the filter criteria.

4. Click Add message to include assets in your playbook. Ensure the names reflect those in the provided list (excluding any descriptive text).

• This takes you to the templates page to select a Template or start from scratch.
• This shows your email assets. You can:
  • Create a new asset from scratch.
  • Duplicate an existing asset from another campaign (indicated by the campaign name below the asset). Click on the asset(s) and select Duplicate email.
    • Remember, assets can only be used once per campaign.
  • Select an asset not yet attached to another journey/playbook (look for No campaign below the asset name).

5. To schedule messages, add filters based on the time since an activity (e.g., new trial) or since entering the playbook. The first message sends immediately (e.g., day 1).

6. Use exit criteria filters to stop messages from being sent when needed.