CDP: Dynamic Audiences in Audience Activation

Overview

The Dynamic Audiences enable customers with CDP Pro to create, sort, and save lists of Shoppers with filters and conditions applied. These Shopper lists may be leveraged within the Audience Activation in order to create custom email / SMS campaigns for ongoing or one-off engagement.
 

Navigation

To access your Dynamic Audiences and activate these lists within Audience Activation, enter your Fullpath Dashboard and click on the CDP tab from the left side menu. Dashboard > CDP > Audiences > Dynamic Audiences https://dashboard.fullpath.com/shoppers/saved-filters 

CDP Audiences may also be activated from within the Audience Builder once they are saved. Read more about activation from the Audience Builder page.

Activate Internally with Audience Activation

Leveraging a Dynamic Audience inside of Audience Activation is a quick and easy process:

1. Enter your Dynamic Audience list, select the audience you intend to use, click ACTIVATE
2. Multi-store campaign Distribution: select the stores in your dealer group within which you would like to duplicate and launch this campaign 
3. Select if you would like to active the audience via an Email campaign or an SMS campaign
4. Select the campaign goal (Sales or Service, this will impact reporting and attribution)
5. Compose and design the message (always send a test email/ SMS, open on multiple devices)
   • you may also use existing system Templates instead of designing your own - speak to your CSM about this option!
6. Set the frequency of the campaign (how often should it be sent)
    

Campaign Audience

Select which dynamic audience you would like to connect and use inside an Audience Activation campaign:
 

Multi-Store Distribution

This optional step allows the user to select the stores in a group within which they would like to duplicate and make this campaign accessible. Learn more about multi-store distribution here.

Campaign Goal

Selecting a campaign goal will determine any leads or sales will be attributed and where in the reported they should appear:

• You may adjust the reply-to email address per custom campaign
• Default reply-to address will be based on the client's settings (defined during onboarding) 
• Reply-to address carries over when duplicating the campaign (so you actively need to change it if you're duplicating anything existing)
• When distributing campaign to group, the default sales/service reply-to address will be used, not the dealer-specific address filled by the user on the store level

Design the Email / SMS Message

• The campaign description is internal but will help you to organize the campaign and quickly reference it within a list of campaigns inside the Dashboard.
  
  
• The Subject Line (email), Email Body (email), and Linked Text (CTA button in email) may all be generated using AI or input manually.
  
  
  
  
• The Email body supports both rich text editing as well as HTML
  
  
  
  
• The Email body supports emoji and image insertion (JPEG, PNG):
  

  • you may also resize image

  • justify the image left, right, or center

  • set inline text (text on the same line as image)
    
    
    
    
    
    

• It is ALWAYS recommended to send a test email / SMS before launching a custom campaign live - the message should be opened and reviewed on both a a laptop AND a mobile device to ensure proper sizing and formatting.
  
  
• Custom campaigns can support merge tags if you would like to add even more personalization to emails. Read here about merge tags in Audience Activation emails.
  
  
• Keep in mind when designing custom SMS engagement, the editor will show a character counter to display when the limit of one SMS is getting closed/ reached. When using merge tags, the character count will show according to the merge tag used so you get an idea of how long it is, but actual characters per SMS will be counted after a message is sent and that number will be deducted from the monthly SMS allotment.
  
  

you may also use existing system Templates instead of designing your own, ask your Customer Success Manager about this!

Campaign Settings

Dynamic

Dynamic campaigns enter your campaign cadence. Each day we will determine which audiences your shoppers are eligible for and then we'll pick the campaign to send them based on campaign priority. You will want to specify how often the recipients receive this email and how important this email is (the opportunity cost). 

Fixed

Fixed campaigns are sent immediately and will override all other, existing send rules. This may result in Shoppers receiving two emails in one day.

Priority 

Audience Activation has several email campaigns running simultaneously, which means Shoppers may be in more than one audience and campaign at the same time.

The system however, doesn't overload Shoppers or spam them with multiple emails. There are safeguards in place to make sure only the most relevant emails are sent out, and only at a frequency, or cadence, that makes sense for that Shopper, and is responsive to their intent and engagement. Read more about email cadence here.

Priority for custom campaign work as follows:

• High Priority campaigns mean that the email is the most important campaign and it will be prioritized above all others.
   
• Regular Priority campaigns are sent after all relevant high priority emails

Schedule Custom Campaign

You may define specifically when you would like to the campaign to be sent/ start sending using a date picker with a start and end date.

Save as a Draft

Campaigns may be saved as a draft and access later under the Custom Campaigns list for further editing or activation.

Pause a Custom Campaign

You may pause any custom campaign by clicking on the campaign from the Campaigns page list, and clicking on the 3 dots to the far right of the row.

Tip: How to Avoid Spam Folder When Creating Custom Email Campaigns

• Keep the subject line relevant and under 45 characters 
• Avoid using ALL CAPS or excessive punctuation 
• Use a balanced ratio of about 2 lines of text for every 1 image; don’t send emails that are mostly images 
• Avoid using too many colors or large font sizes 
• Use the website URL in full instead of shortened links like bit.ly 
• Avoid deceptive subject lines and misleading headers 
• Avoid common spam-trigger words like "Act now," "Guarantee," "Best price," "Coupons," “Urgent,” and similar phrases 

Important to Note

Audience Activation accounts have daily send limits:

The daily limit is comprised of the maximum amount of the last 10 days X 2

• Lets assume that an account sent out 20,000 emails one day last week because it was a large campaign the overall daily limit is 20,000 * 2 so 40,000
   
• This limiter is applied to assure the client is not sending in some day too much compared to previous days - so the client won’t be considered as a spammer.
   
• This is the reason why the campaigns may not be launched successfully, and even create email deliveries but might not send due to that limit
   
• So if you make a custom campaign for lets say 100k, it can only max send out to 40k on a single day (assuming no other campaigns sent that same day)
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