Creating a new campaign

Overview

This article provides instructions on how to use the Campaigns page to begin creating one of the following types of campaigns in Ortto:

Accessing campaigns

Navigate to Marketing > Campaigns

Campaign types

• Email
• Playbook
• SMS
• Push
• Journey

Ortto’s campaign types

Each of Ortto’s campaign types has benefits depending on you organization’s and your customer’s needs.

Below is an overview of the key uses and benefits of each campaign type. The campaign types are described in more detail below, including links to relevant templates to help you get started.

Email campaigns

Email campaigns are perfect for sharing a standalone message with a large audience or specific segments of your subscribers. These are useful for newsletters, product updates, coupons, invitations, and promotions.

Even though you’re sending to many subscribers, you can personalize each email using dynamic content, merge tags, Liquid language, and drag-and-drop widgets.

Email campaigns can be further personalized by adding Ortto’s multi-language feature and local timezone delivery. There are also campaign optimization options including AI open rate prediction, automatic resend for unopened emails, A/B testing, and link tracking.

Learn more about creating an email campaign.

Playbook campaigns

A playbook is a series of themed email messages sent to subscribers in a specific order. Use playbooks to automate communications throughout the customer journey for targeted audiences. For example, you can send:

• Onboarding messages to new customers
• Welcome messages to new subscribers
• Product-related messages to engage existing customers or reach out to those with abandoned carts

Playbooks allow you to customize your audience with filters and schedule messages at your preferred pace.

Learn more about creating a playbook.

SMS campaigns

SMS campaigns are great for sending short messages to a large audience or specific subscriber segments. Use them for:

• Coupons and promotions.
• Stock notifications.
• Bill and appointment reminders.
• Feedback surveys.

Like email campaigns, SMS messages can be personalized using merge tags and Liquid language.

You can also optimize your campaigns with features like:

• AI open rate prediction.
• Branded sender ID.
• AI content suggestions.
• A/B testing.
• Link tracking.

Learn more about creating an SMS campaign.

Push notifications

Push notifications are perfect for time-sensitive actions, customer re-engagement, promotions, and product updates. They can be sent to subscribers through web browsers or mobile apps.

You can personalize push notifications using merge tags and Liquid language.

Optimize your push notifications with features like:

• A/B testing.
• Link tracking.
• Delivery optimization.

Learn more about creating push notifications.

Journey campaigns

Journey campaigns provide the most advanced messaging and actions for creating highly customized campaigns. They consist of multi-channel messages that help you communicate with customers while keeping your teams and databases up-to-date.

With journey campaigns, you can send any message type—email, SMS, or push notifications—using features like merge tags, A/B testing, and link tracking.

You can also configure actions linked to your data sources.

You can tailor a customer's path through a journey using filters, delays, and conditions. For example, you can set conditions to decide if a contact gets a message via email or SMS based on their subscription status. Adding a delay after a message lets the contact time to read it before you send a follow-up.

Journeys are perfect for automating tasks like:

• Trial and demo follow-ups.
• Order and stock notifications.
• Event and appointment confirmations.
• Collecting feedback.
• Updating customer data in your connected data sources.

  EX: You can build a journey for a sales demo follow-up. When a person expresses interest in your product by submitting a sales demo request form, they enter the journey and:

  • An action adds the person as a Salesforce record and assigns a lead owner via round-robin.
  • A new lead notification is sent to your #sales Slack channel.
  • The person is sent a personalized email that includes a Calendly link to book a time for a sales demo from one of your Sales team members (depending on which team member was assigned the lead in Salesforce).

Here are some tasks that journeys can automate:

• New SaaS Trial: When someone starts a trial of your SaaS product, add them to your Google Ads retargeting audience. Send a series of messages with delays and conditions based on their engagement to help them maximize their trial experience.
• Abandoned Cart Recovery: Send multiple recovery messages with delays. Use conditions to tailor the message type based on the person's subscription status.
• Failed Payment Recovery: When a subscription payment fails, notify your team on Slack and send a message to the subscriber explaining the issue and how to resolve it.
• Thank You for Donation: When a donation is received, notify your team on Slack. Send a thank-you message to the donor, then follow up after a few delays with information on the impact of their donation and encouragement to donate again.

Learn more about creating a journey.