Working with Campaigns
Description
Previously, all types of marketing mailings in the platform were called "Campaigns". In the new version they have been renamed to "Mailings", and the new "Campaigns" are a broader tool.
Campaigns are a tool for uniting marketing activities into a single strategy and managing them in one place. A campaign can contain broadcasts, regular and triggered mailings, scenarios, A/B tests and placements. You can configure test and control groups, track strategy performance and manage the lifecycle of activities from a single interface:
Creating a campaign
Before creating a campaign, prepare a static or updatable segments for the target audience. It defines who will join the activities.
The campaign audience is the current composition of the segment at the time of campaign activation and each subsequent segment update.
- Profile not in segment = profile not in campaign audience
For example:
The campaign is configured with an updatable segment.
The segment is set to weekly update on Mondays with the condition "purchase within the last 7 days":
A profile makes a purchase on April 9 (Sunday).
- April 10 (Monday) — the nearest update. The profile enters the segment and therefore the campaign, since the purchase was within the last 7 days.
- April 17 (Monday) — the next update. Since there were no purchases from April 10 to April 17, the profile no longer meets the conditions and is removed from the segment and, accordingly, from the campaign.
For a static segment
A profile will also be removed from the campaign audience if it ceases to be a member of the static segment. This can happen when:
- manually deleted from the segment;
- deleted by conditions;
- deleted via API;
- deleted via a scenario;
- any other way of excluding a profile from a static segment.
Profile exit from campaign
If a profile leaves the segment audience, it will also leave the campaign audience. In this case:
- The profile receives a "Campaign exit" event;
- All active campaign scenarios for this profile are deactivated;
- If the profile later re-enters the segment, it will be added to the campaign as a new one and will undergo re-labeling.
When using a dynamic segment as the main campaign segment, the audience expansion function is not available.
Open the Campaigns section and click + Create:
Specify the name, profile database and static or updatable segment.
If mandatory attributes exist, select them as well.
The segment defines the campaign audience. On activation the system splits it into:
- Test group — profiles that receive activities;
- Local control group (LCG) — profiles excluded from activities, if LCG is enabled.
After creation the segment and database cannot be changed.
Managing marketing activities
The Marketing activities section contains all activities linked to the campaign.
You can create new ones or attach existing ones.
Unavailable for selection:
- activities from another database;
- mailings and scenarios with statuses "Active" or "Completed";
- scenarios with active profiles;
- activities already used in other campaigns;
- broadcasts and regular mailings launched at least once.
Available activity types:
You can specify a mailing segment. The profile database must always match the campaign. If the activity segment differs from the campaign segment, only profiles present in both segments receive the activity.
Intersection examples
Partial overlap
Campaign: database CRM_Base, segment Loyal customers — 100 profiles.
Broadcast segment: Recent buyers — 60 profiles, 40 intersect.
Result: message goes to 40 profiles.
No overlap
Campaign: CRM_Base, segment Loyal customers — 100 profiles.
Broadcast: New registrations — 50 profiles with no intersection.
Result: 0 recipients.
Moving an activity
Find the activity → click Move:
Choose destination — external list or another campaign:
You cannot move:
- active or previously launched activities;
- scenarios with profiles;
- activities into a completed campaign.
Local control group (LCG)
What it is
The Local control group (LCG) is a part of the audience that does not receive campaign activities. Used for precise audience control. LCG analytics is not available yet.
LCG works inside a single campaign.
GCG excludes profiles from all activities on the platform.
If a profile is in GCG, it cannot join the campaign unless added to exceptions.
GCG is configured in database settings.
Basic setup
Set the percentage of profiles to exclude.
Option "Audience limit" lets you set an exact number:
Set up LCG before activation.
If you change LCG parameters later, the platform recalculates the audience and pauses broadcasts and regular mailings.
After activation only new profiles can enter LCG.
If the campaign is configured for a dynamic segment, audience tagging will be triggered with each recalculation.
Stratification
Stratification splits the audience into groups by selected fields (gender, age, city).
A share of each group is placed into LCG:
Usage example: A marketer needs to include men and women from two age groups in the control group:
- from 20 to 25 years old (date of birth from 01.01.2000 to 01.01.2005);
- from 25 to 40 years old (date of birth from 01.01.1985 to 31.12.1999).
To do this, they select the Gender and Date of birth fields, define two date-of-birth ranges, and add gender values (male and female). The system will create four strata — men 20–25, women 20–25, men 25–40, and women 25–40 — and distribute participants between the test and control groups according to the configured settings.
It is not recommended to change stratification settings in an active campaign or for an already formed LCG.
Changing values inside fields (adding new cities, expanding age ranges, etc.) may lead to loss of LCG homogeneity — proportions between strata will change, and some current members may move to the test group.
If you change the set of stratification fields (for example, adding stratification by the age field or removing stratification by the region field) — this is a completely different division grid. Current LCG members do not match the new strata, the system cannot map old members to new strata, and moves all of them to the test group. The control group then starts forming from scratch and only from new users.
Ignoring activities
Some activities can send messages even to LCG.
Useful for transactional messages like order notifications:
Status management
Activation
A campaign must contain at least one activity to be activated.
Click ▶ to open activation settings:
Two options:
- Activate now
- Activate on a specific date
Be careful when selecting the date and time for launching the campaign. If you specify a past date, the campaign will wait for launch indefinitely and no warning will be displayed.
Activating a campaign does not auto-start its activities.
Inactive mailings or scenarios must be launched manually.
Completion settings
- Deactivation — temporary stop, profiles keep group membership.
- Completion — full stop, profiles are removed.
A completed campaign cannot be activated again.
Status table (updated)
| Status | Description and impact on activities |
|---|---|
| Inactive | Assigned after a campaign is created and kept until it is launched. Activities do not run. |
| Audience building | Audience calculation and distribution of profiles between test and control groups is in progress. During this phase broadcasts and regular mailings are paused. |
| Waiting | The campaign is activated with a delayed start. The campaign starts automatically at the scheduled time. |
| Active | The campaign is running, the audience is built. Activities run according to their settings. |
| Audience exclusion | The system removes profiles from the campaign and detaches them from scenarios. New mailings do not run. |
| Completed | The campaign is fully stopped. Activities no longer run, relaunch is impossible. |
Working with profiles
Test and control groups
After activation, audience building starts.
The system distributes profiles into the test group and LCG (if enabled).
If LCG is disabled, all profiles go to the test group.
Only the selected database is used.
Audience building starts only after activation.
Audience expansion
Audience expansion adds new users to the campaign if they participate in selected activities.
When using an updatable segment as the main campaign segment, the audience expansion function is not available. New profiles are added to the campaign audience only as a result of segment recalculation.
When an activity runs, the system checks whether the recipients are already in the campaign and adds missing ones.
New profiles are then distributed into test group and LCG:
Examples
Without expansion
No intersection → message sent to no one.
With expansion
Recipients are added to the campaign and distributed into groups.
Test group receives the message; LCG does not.
Manual profile addition
In the profile card → Interactions → Campaigns → choose campaign:
Manual profile addition is available only for static segments.
To force a profile into the test group, mark "Send profile to test group even if it is in the control group".
Analytics
Click Analytics on the top panel:
The system opens the analytics section filtered by the campaign:
Additional features
Profile export
Done in the Audience section:
Available parameters:
- subscription status filter
- audience group (Test, LCG, GCG)
- field selection
- export limit
Export is available after audience building is finished.
Cloning
Cloning creates a full copy with all activities and settings:
Database cannot be changed.
Segment can be changed.
New campaign is Inactive.
Deleting
Accessible in statuses Completed or Inactive with no allocated profiles.
Deleted campaigns go to the recycle bin.
When restored, they return as Completed and cannot be activated.