Automate Your Campaign Using Journeys
Learning Objectives
After completing this unit, you’ll be able to:
- List the Marketing Cloud Engagement journeys in Loyalty Management.
- Explain how to process transaction journals related to promotions.
Create a Journey
A customer’s journey includes all the interactions that they have with the brand across different channels. In unit 1, you followed Rashida’s journey as she redeemed her Cloud Kicks voucher through a series of touch points.
Customers communicate their preferences to Cloud Kicks in several ways, whether it’s through the surveys they fill out, the ads they view, or the emails they choose to read. The company gathers this information from different channels to create a unified view of the customer. Based on this view, it creates personalized experiences and engages with customers across their entire journey. There are two options to build this journey. Linda explores both of them.
Option 1
A journey map is like a diagram of the touch points that a customer goes through with Cloud Kicks and helps Linda understand how customers interact with the brand. She plans a journey map to include emails and SMS. She can automate member email notifications using Marketing Cloud Engagement journeys. Loyalty Management provides the following journeys.
- Engage Members after Purchase
- Engage Members after Redeeming Points
- Inform Members about Tier Upgrade
- Offer Promotion on Member’s Birthday
- Welcome New Members to Loyalty Program
- Welcome Returning Members
The journeys send emails for related triggers. For example, the Offer Promotion on Member’s Birthday journey sends an email 15 days prior to the birthday with promotion details. The journey also sends follow-up emails at a predefined time. To use these journeys Linda adds them to the Marketing Cloud Engagement instance by installing and deploying the Loyalty Management Journeys package. Besides journeys, the package contains email templates, images, data extensions, and automation that she can customize to her requirements.
- For detailed steps on how to add Loyalty Management journeys to your Marketing Cloud Engagement, refer to Install and Deploy Loyalty Management Journeys in Marketing Cloud Engagement help documentation.
- To learn about the package components, refer to Components of the Loyalty Management Journeys Package help documentation.
Option 2
Alternatively, Linda can use Journey Builder to design and automate campaigns that guide customers like Rashida through her interactions with Cloud Kicks. With Journey Builder, she can set up seamless communication across multiple channels and tailor customer journeys. Because Cloud Kicks has specific requirements for its campaign, she chooses to build the journey from scratch.
Before creating a journey, define the audience and create communication content. Mary defined the audience when she created customer segments in Data Cloud. Those segments are then activated in Marketing Cloud Engagement. And Linda created the content for emails and messages in Content Builder. They must now create a customer journey map.
Using a combination of entry sources and activities, Linda creates a journey map. She adds the data extension for the Gold Segment Revival segment to get all the contacts. She then adds email and messaging activities and configures the journey map’s settings.
Linda validates the journey to confirm that all the elements work as planned.
To learn more about creating campaigns in Journey Builder, refer to the Journey Builder Campaigns module in Trailhead.
Go Behind the Scenes
Rashida Martin’s part of the Gold Segment Revival segment. So, Cloud Kicks sends her an email about a new promotion. She uses the promotion to buy a new pair of running shoes. The next day, her account is credited with double points for her purchase.
Mary is relieved at the successful setup and is curious about how the program checks for member eligibility and then credits points. She takes a peek at the process behind the curtain, and here’s what she finds.
Linda sets up a loyalty program process that automatically processes transaction journals according to the defined business rules. She associates the rule with the promotion. When a transaction journal is processed, an in-built logic filters transactions associated with promotions and only processes transactions that match the promotion's eligibility criteria.
Because this promotion is also associated with a segment, there’s an additional step that Linda completes. On the Loyalty Management Settings page, she enables Verify Member Customer Data Platform Segment for Transactions and Promotions.
Enabling the setting ensures that rules related to promotions filter transaction journals based on whether the related member belongs to the Data Cloud segment of the promotion.
When Rashida makes a purchase, the system triggers an incoming transaction journal. The loyalty program process checks if any promotions apply to Rashida based on the segment she’s assigned to. Rashida qualifies for the promotion, so she’s assigned double points.
Conclusion
Two weeks later, Mary evaluates the performance of the campaign. She’s happy to notice an improvement in revenue and engagement from Gold tier members.
Customers’ expectations from loyalty programs have evolved. They seek a relevant and personalized experience at every touch point. Businesses using Loyalty Management can use Data Cloud and Marketing Cloud Engagement to drive their segmentation strategy, create a unified view of customers, and send personalized messages to them. The seamless integration between Data Cloud and Marketing Cloud Engagement empowers businesses to strengthen loyalty across every customer interaction.