You can trigger an Interaction Studio campaign and start an outbound Journey Builder journey based on real-time user membership in behavioral segments, abandonment behaviors, and catalog triggers. You can configure triggered campaigns to target different user segments, include different experiences for different users, include A/B testing, and show the campaign at scheduled times.
There are several components you must configure in Contact Builder, Journey Builder, and Interaction Studio for each triggered campaign.
- Create a data extension—In Contact Builder, create a data extension with the fields you want to send from Interaction Studio to Marketing Cloud. The data extension must have the ContactKey field. Also add any fields you use in the triggered template you select for each campaign experience in Interaction Studio. See also: Create a Data Extension in Marketing Cloud and Triggered Campaign Templates.
- Create a journey API event—In Journey Builder, create an API event as the journey’s entry source using the data extension you created in Marketing Cloud. See also: API Event Entry Source Use Case.
- Create a journey—In Journey Builder, build and launch the journey you want to use with the campaign. See also: Create a Multi-Step Journey in Journey Builder.
- Set the contact entry mode for the journey—In Journey Builder, set an entry mode for the journey, which can be either Entry Once, Re-entry Anytime, Re-entry only after Exit. See also: Choose a Contact Entry Mode.
- Review and complete trigger requirements—Some triggers need additional components, such as segments, or have catalog setup requirements, such as numeric inventory count.
- Set frequency limits—In Interaction Studio, you can add frequency limits for the dataset, items, and campaign. Adding limits prevents the user from receiving multiple alerts from the same dataset or the same items. See also: Trigger Frequency.
- Define triggered templates—Interaction Studio-triggered templates define the data you pass to Journey Builder and provide configuration options for each campaign experience, such as what recipe to show to the qualified user. If you need options other than what’s included in the default triggered template, have your developer create any additional templates. See also: Triggered Campaign Templates and Save a Global Triggered Template to a Dataset.
- Create a triggered campaign—In Interaction Studio, create the triggered campaign, and add the trigger, any delays you need, campaign targeting rules, and a template and journey for each campaign experience.
- Update the data extension—In Contact Builder, after you create the triggered campaign, update the data extension to include any fields required by the options you select in the triggered template for each campaign experience.
There are many ways you can use triggered campaigns to reach your customers.
- Engage a shopper who has significant view time with a particular product, but hasn't completed a purchase.
- Alert a shopper that their favorite vitamin is back in stock.
- Encourage a visitor who has demonstrated significant interest in an offer, such as a content asset or promotion, but hasn't converted.
- Provide unread articles on kitchen remodeling to a visitor who has spent more than five minutes reading about the topic. You can include product recommendations in the same message.
- Drive urgency to purchase a product that is on sale.
- Offer an online chat with a representative to a prospect who spent at least two minutes evaluating a specific policy, but left the site without completing an application.
- Alert your sales reps when target prospects spend a certain amount of time on your site, demonstrating their interest.
- Remind new SaaS application users to complete on-boarding steps.
- Alert customer success team members of an existing client showing signs of churn.