Watch a quick campaign demo here!
The 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 the 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 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’ button 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. Note that rather than starting by clicking into a title’s detail page in 360, you can also simply search for titles within the campaign builder.
Let’s take a well-known author’s soon-to-be-released (at the time of the writing of these instructions, that is) 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 into a title or event, you’ll see “Add to Campaign” listed at the top of the detail page, or, as mentioned above, you can search for The Fifth Risk (or its ISBN) in the campaign builder title search.
You’ll be able to name your campaign whatever you wish:
Note that the Campaign Name will only be visible to you. You’ll be able to add a customer-facing Subject Line later on.
That campaign will be visible here, in your Active/In-Process section:
Since this is, in essence, a backlist campaign, let’s make sure the comps for The Fifth Risk are comprehensive. Click into that title again, and click into the Comparable Works:
Add and/or remove comps as you wish to create a complete list of likely titles/purchasers/etc.
Note that if you have Edelweiss360 access, you’ll also see an “Add to Campaign” button in a title listing in Edelweiss+ itself:
You’ll be able to add a title to or remove from a Campaign, see how many Active Campaigns in which a title is included, and even create a new campaign, right there in an Edelweiss+ catalog!
So now in this example, we’ve added some more Michael Lewis and now have 6 titles in this campaign. We have the books — now let’s add some likely customers:
Click on the title of your campaign to get here:
From here you can add more titles, Events (do you have upcoming events that might be of interest to readers of Michael Lewis?), or Collections.
Backtracking for a moment: note that you’ll now also have the ability to add a list of titles to a campaign in one fell swoop with the Bulk add titles button. If you were working from a longer list of ISBNs, this option might be most efficient.
In the resulting window, simply paste in a list of ISBNs.
From Edelweiss+, you can also add multiple titles to a campaign at once by selecting your desired titles and clicking Add to Campaign in the Other Actions menu. You’ll see a list of your existing campaigns as well as the option to create a new one.
Back to the customers.
As you can see, there are a number of options for pulling in recipients. 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.” (See how to Tag customers here.) We’ll also exclude any of your customers that have received a campaign email in the last 2 weeks:
You can override that exclusion for specific people (your employees, specific super-fan customers, etc.) by adding them in the Individual Customers field.
You can also change the order of titles in your email. Click the sort button and you’ll be able to simply drag and drop titles, Collections, and Events in the order that you please.
Now that 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, as well as customize different elements of your email (See details about setting default preferences for your emails here).
Learn all about Campaign Title Blurbs here.
The Titles Section Header refers to this verbiage here:
The ‘Buy’ Button Label refers to this button under each title:
The Email Splash Image can be whatever you think will make this email pop for your customers. A picture of these titles on your shelf, a hauntingly beautiful snowy night image of your store, or just you alone eating a family-size shrimp cocktail… the choice is yours.
Once you’re happy, you can send yourself a preview email, schedule to send it later, or send it right out to your customers:
Clicking Schedule to send later allows you to pick a date and time:
If you need to delete or rename your campaign, just hover over the gear icon:
You can also View, Copy, or Share your completed/sent campaigns by clicking here:
Copying a campaign will allow you to reuse the titles, collections, events, blurbs, etc. You’ll just need to select the desired customer emails.
Clicking Share will generate a link to post on social media or elsewhere.