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Target different customer groups with unique templates to better understand customer performance. Split this group of customers in a single journey, either in a one-time or automated journey.

SETUP

  1. Navigate to the flag icon on the left-hand side. 

  2. Click Automated or One-Time Communicate Campaigns.

  3. Then Create New Campaign.

  4. Select the email channel.

  5. Click Next in the lower right-hand corner.

  6. Select a campaign type from the campaign library. For example, one-time custom broadcast.

7. Click Create Campaign in the lower right-hand corner.
8. Configure the following settings for this campaign: 

  • Name: Since this is a journey, the name entered here becomes the name of the first touch in the journey. For example, customer lifetime touch 1

  • Promotional/Batch or Triggered: For this example, select Promotional.

  • Audience

  • Configure a schedule (for example, a weekly campaign on Wednesdays)

9. Click Save and Continue in the lower right-hand corner.
10. Click Create Journey.
11. Enter a name for the journey. For example, Customer Lifetime Engagement.
12. Click Next.
13. Hover over the touch and click add creative.
14. Add a subject line, preview text, and tracking parameters if applicable.
15. Create or select a template. Click here to learn more about creating templates.
16. Hover over the first touch and click Split Audience.

17. Select one of the predictive splits:

  • Customer Lifetime Value: Predicts the amount a customer will spend over the course of their relationship with your brand.

  • Discount Preference: Predicts the customer's preference to buy products that are full or discounted.

  • Lifecycle Stage: Predicts customers based on four different buying cycles (non-buyers, active buyers, at-risk buyers, and lost buyers).

  • Purchase Count: Repeat buyers, one-time buyers, and non-buyers.

18. Click Save Split in the lower right-hand corner.
19. Hover over the first split option (for example, non-buyer).
20. Click Add Touch.

22. Enter a name.
23. Click Next.
24. Add a filter, if applicable.
25. Click Next.
26. Select a touch channel. For example, email.
27. Click Next.
28. Select when you'd like the touch to run. For example, two weeks after the initial campaign.

29. Click Save Touch.
30. Hover over the touch just created and click Add Creative.
31. Add a subject line, preview text, and tracking parameters, if applicable.
32. Create or select a template.
33. Click Add and Close.
34. Repeat steps 19 through 33 for the remaining touches (one-time buyer, repeat buyer).
35. Click Save and Continue in the lower right-hand corner.
36. Review all of the previously configured settings on the summary page.
37. Click Save and Launch Campaign in the lower right-hand corner.

ADDITIONAL EXAMPLES

In addition to the predictive split example explained above, you can also use Experience Designer to create a journey with multiple touches. Simply create a journey and update creative and recommendations based on the customer type (such as: active, at-risk, lost, or non-buyer).

FAQ

Q: How many splits are too many? 

  • A: Up to three splits per journey is supported.

Q: When should I use a split versus a filter?

  • A: Filters are recommended if you want to add criteria for a single touch. If you know you want to fork the audience into multiple groups, a split is usually the way to go.

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