You can very easily create a “campaign” presenting specific titles to specific customers. Campaign Builder is designed to help you easily construct a comprehensive communication to your customers, tailored to customer interests or in conjunction with any of your existing store campaigns, such as summer reading, holiday fliers, book groups, etc.
With Campaign Builder, you can:
- Add similar titles, events and/or collections to a single, store-branded email for your customers
- Add customer ‘filters’ to identify the specific customers to email the campaign to– based off of section/department purchases, Tags you’ve applied to your customers, comp title purchases and/or individual customers
- Add a custom email ‘Subject’ and ‘Message’ for the campaign to tailor your message even further
- Preview and/or send the email to your customers and view the results (click-rates, conversions, etc.)
You can add any title, event or collection to a campaign by clicking the ‘Add to Campaign’ at the top of each detail page– and manage the campaign (set customer filters, view the preview, etc.) from the Campaign Builder section on the 360 home page. We’ll walk through building a sample campaign below:
Let’s take a well-known author’s soon-to-be-released title and build a campaign around gathering pre-orders for that title, as well as selling as much of their backlist as we can.
When you click in to a title or event, you’ll see “Add to Campaign” listed at the top of the detail page:
That Campaign will be visible here:
Add and/or remove comps as you wish to create a complete list of likely titles/purchasers/etc.
For this particular Campaign we want to add at least a few of these backlist titles as well. For now, you’ll just need to do a title search for them and Add to Campaign that way. Or, of course, you could create a Michael Lewis Collection featuring his backlist, and includes that Collection in your Campaign. It’s up to you!
In this example, we now have 6 items added to this campaign. We have the titles, now let’s add some likely customers:
Click on the title of your Campaign to get here:
From here you can add more titles, add events (do you have upcoming events that might be of interest to readers of Michael Lewis?), or Collections. Once you have all the content squared away, let’s add some customers to this Campaign.
As you can see, there are a number of options. The most obvious one, probably is just checking that box next to “All Who’ve Purchased Comps” to grab those customers who have already displayed their interest with their wallets, so to speak. Here, we’ll also add people who have purchased titles from your Politics/Current Events section and customers Tagged with “Politics.”
Now we have a pretty solid Campaign. Let’s take a look at how the email will appear for its recipients by clicking the “Preview / Send with Custom Subject and Message” button at the top of the screen. You can add a custom Subject Line and Message for this Campaign email as well!
Once you’re happy, you can send it right out to your customers:
If you need to delete or rename your campaign, just hover over the Status: