Traditionally, the process of preparing an email marketing campaign requires careful, time-intensive preparation for each and every individual campaign before sending. Samba’s Multi-campaign feature eliminates this process, empowering you to easily send multiple campaigns in a single day, increasing your overall marketing effectiveness, freeing up valuable time and resources, and offering up many other benefits.
When it comes to Samba, efficiency and efficacy is its cornerstone, built from the ground up to give business owners a much more viable means of meeting their customers via automated omni-channel marketing that’s above all easy to use.
One such tool in Samba’s arsenal are the aforementioned Multi-campaigns, which support rapid production and execution of campaigns that share a common basis, but are then easily customized and targeted for more segmented products and/or brands.
To be as effective as possible, an email campaign must bypass a more generalized approach and be crafted to the interests of each identified segment, utilizing appropriate products and email best practices, including a relevant email subject and opening image.
Samba’s Artificial Intelligence will help you with the most important part - finding the right customers for the selected products from a given category. Do you need to sell dog food in an upcoming campaign? Not a problem. SImply set up the “dog food” category in Samba, include it as a filter in your campaign settings, and Samba will automatically find the most relevant customers - those identified, via their preferences and history, to have the highest interest in “dog food”.
But going a step further, multi-campaigns enable you to do this for many segments across different product categories, several times a day. This will ultimately net you much higher sales and all produced in less time than it takes to set up one manually.
Getting down to the nuts and bolts of multi-campaigns, the launching-off point starts with an initial email template design, utilizing Samba’s built-in Picasso email editor. That email template will be used for each separate sub-campaign and employ an email subject that will be aimed at that particular segment and include a custom header image that reflects the product category of that sub-campaign.
In the audience setup of the sub-campaign, you’ll choose to target based on the selected category, giving Samba the requisite criteria it needs to automatically evaluate who it should send this email to.
With that completed, you can quickly create another new sub-campaign, where you’ll reuse and modify the email template, changing any related texts, the product category, and relevant graphical assets. Just like that, you’ll now have another customer segment targeted and Samba will again handle the rest.
Through the utilization of Samba’s multi-campaigns, you’re quickly creating finely-tuned targeted campaigns that are vastly more relevant for each and every customer, speaking to their specific needs and desires. Of course, for those who don’t fall into one of the identified segments, they’ll still receive a general email, which will offer them personalized offers based on their own experience with your business.
In the following guide, we’ll go over just how simple it is to set up multi-campaigns in Samba, describing each step along the way. Since we’ll be creating multiple sub-campaigns, each with a slightly different email and setup, it’s important to first understand how Samba handles and executes these multi-campaigns.
The entire structure, when segmented correctly, acts as a sieve that progressively “drips out” targeted customers into their respective sub-campaign, based on Samba’s AI algorithms. In the end, any remaining customers who didn’t fall into a specific segment (based on product categories) will receive a general email template, complete with personalized product offerings, albeit those that aren’t specific to just one category.
With that in mind, we’ll start by going through those initial steps you’ll need to take to prepare the first sub-campaign. As part of that, we’ll select our first targeted product category within the campaign settings, customize the associated graphics (not product images - Samba will handle that) in the email editor, and review the designated default header and footer.
To get started, open up Samba and navigate to the “Custom Campaigns” section and click the “Create campaign” button in the top-right corner.
Don’t worry about setting the schedule just yet, for now we'll start by adding the first email by clicking the “Add newsletter” button.
From the pop-up window, select “Precise segmentation”.
By doing this, each email, or to put it more precisely, each sub-campaign, is going to operate based on its own separate configuration. To get it set up, simply click the “SETTINGS” button on the right.
From the “Base settings”, click the “Detail settings” button and find the “Categories” field. Using the drop-down menu, we can choose our first category segment, for example, “dog food”. As we mentioned at the beginning, we’re going to be effectively creating sub-campaigns (emails within the campaign) focused on individual products or categories.
After that, you can move onto the “Customers” section where Samba will then show you how many individuals will be sent this email and allow for further audience filtering via a selection of various different segmentation options.
From the “Design” section, we’ll have the opportunity to modify the look and feel of each campaign’s email. For example, in the header we can find and insert an engaging dog photo from Samba’s built-in PhotoBank or from your own sources. Beyond that, other elements should remain as general as possible, including the company logo and header and footer.
By clicking the “Preview” button, you can have a glimpse at how your email will look.
Once you’re satisfied, you must save that design (Fonts, Colors) it can be utilized in the other sub-campaigns. To do so, click the “DESIGN” button, enter a name for the template, and save it by pressing the “Save” button.
After that, click the “Save and back” button to return to the Campaign page and you should see the first one you created at the top of the list.
In the same fashion, we’ll create another email template (again, by clicking “Add newsletter”) where we’ll choose a different product category in the “Base settings” (this time we can focus on our cat-owning customers), upload our saved design from earlier in the “Design” section, and then customize it using another category-specific image from Samba’s PhotoBank or from our own sources.
Once we’ve created all the sub-campaign emails we want to utilize in this multi-campaign, we can then create a final email that uses a general email template, complete with a generic header image, for all the individuals who don’t fall into the other, more-targeted sub-campaigns. Please note, the general email must be the last one in the campaign list.
Also, please be aware that when using multi-campaigns, emails that would normally be distributed via Samba’s Autopilot functionality on the same day as one of the multi-campaign’s scheduled days will not be distributed on that day.
In that case, Autopilot will automatically adjust and find the next optimal day to send out one of its general emails, complete with preset general offers and personalized products for each user.
Samba’s multi-campaigns present users with a tremendous marketing advantage that increase the effectiveness of campaigns across the board and provide a host of other benefits as well:
Noticed an error after the first sub-campaign ran? Thanks to the gradual, segmented distribution process, you have time to fix everything in other subsequent emails keeping those errors to a minimum.
As your campaign unfolds, you can respond to feedback and any testing processes in real time, editing the other emails and sub-campaigns accordingly
With that, you can also test and evaluate when is the ideal time for sending your sub-campaign emails using a sequential distribution method for each segment. This allows you to achieve better open rates and click rates, netting you an overall positive impact on sales.
If you have a weak server or a lot of customers, gradual distribution to individual segments will help mitigate any hardware, logistics, and customer service burdens.