Whether your campaign is a one-time batch message, recurring automation, or a series of Podium orchestrations, you are able to schedule a retargeting campaign for contacts who don't engage with your main campaign after a specified period of time.
There are several ways to create a retargeting campaign in Cordial and this example will demonstrate how to do so at the same time, or before, the main campaign is sent.
Setup the Main Campaign
Start by creating the initial campaign message as you normally would. We are creating a batch message in this example but the process is repeatable with automated messages. You may also use an existing recurring campaign and skip ahead to Setup the Retargeting Message section.
Give your message a name and a meaningful tag for use later when segmenting the audience. This example will use summersale as the message tag.
Send your message immediately or schedule for a future date. To make things simple, this example will assume the message was sent immediately to a specified audience.
Setup the Retargeting Message
Creating a separate retargeting message, instead of resending the main campaign, is an opportunity to change things up, mainly the subject line and even message content. A fresh subject line and, in the message body, a friendly call to engage, could pique your contacts' interest and decrease the likelihood they will consider your messages unwelcome.
Create a new message but do not reuse the same message tag as in the main campaign. That tag is reserved for filtering the "have not opened" audience.
This example adds resend unopened to the follow-up message title and as its new tag to keep messages organized and easy to find later. Tagging here is optional and omitting the tag will not affect the audience.
The retargeting message should be delayed at least 24 hours following the main campaign send date, giving your contacts an adequate window of time to open the main campaign message before seeing another message with similar content.
Assuming the main campaign is going out on July 25, 2019, the retargeting message in this example will be scheduled for July 26, 2019.
Save your changes and access the Audience Builder by clicking Edit within the Audience tile.
Create the “Have not Opened” Audience Segment
The audience will be filtered using two rules, the first based on System Events > Sent and the second based on System Events > Open.
System Events: Sent is used to include all contacts who have been sent (or will be sent) an email by message name, Newsletter_02_03_2021.
System Events: Open is used to segment out only those contacts who have not opened the Newsletter_02_03_2021 message.
The number of contacts matching your rules will be populated in real-time and can be seen in the top header of the Audience Builder as Current Result, in this case, 15 contacts who have not opened the campaign up to this point in time.
The audience segment will continue to update in real-time between the time you save the audience rules and the scheduled send date. Any contacts who open the main campaign within this timeframe will automatically be excluded from receiving the follow-up message.
Schedule for Sending
The message is labeled as a draft and sending methods will be disabled until required message headers and content are provided (as indicated in the left sidebar).
Once set up, the Schedule Message button will become available.