Transactional campaigns

Transactional campaigns in Orbit are a powerful tool for delivering relevant and engaging communications to your customers. As well as targeting people or households, you can also create campaigns targeting transactional activity.

Transactional campaign key features:

• Create campaigns that focus on each specific transaction or purchase

• Choose from any transactional level, like Bookings or Policies, when creating a campaign

• Identify which transaction a campaign runs on through campaign overviews and the journey builder

• Use transactional data variables to personalise messages based on individual transactions

See below for Example use cases.

Configuring your transactional tables

To begin setting up your transactional campaign, your Orbit administrator first must configure your transactional tables.

To configure transactional tables:

1. Click Account and Settings in the top right corner of your screen.

2. Click Application Settings.

3. Click Campaign Table Levels.

   

4. Click Edit to begin adjusting the transactional level you want to target.

   Toggle on/off the tables that you need.

   

   Tip: Common options include Bookings or Policies, but you can choose any table that suits your campaign needs.

5. Once you've selected your desired tables, Save your changes.

You have now configured the transactional tables, ready to use in your campaigns.

Setting up your campaign

With the transactional levels configured, you can now set up your campaign.

To set up your campaign:

1. Create a new campaign. See Creating a campaign journey.

2. Give your campaign a meaningful name, for example, Transaction.

3. Choose your level from the Targeting drop down menu.

   

   To target a specific transaction, like a holiday booking, select the appropriate transaction, rather than the person. This ensures that your campaign focuses on the specific transaction and not the broader customer profile.

   Tip: You can target each transaction separately, such as bookings or policy renewals, allowing for individual communications without deduplication. Each transaction appears in the output file with the recipient's email address.

   Once you have set the transaction, a tag displays in the campaign header. For example, as Bookings.

   

   Note: You cannot change the transactional level once you have created a campaign. To alter the target (e.g., from a booking to a person), you must create a new campaign.

4. Add an audience. See Adding audiences.

5. Define the target audience based on your transactional data.

   For instance, if targeting holiday bookings, select an audience with bookings happening within a specific period (e.g., the next two months).

   

6. You can also choose to exclude certain people or transactions from the campaign to further refine your audience.

You have now set your transactional level and specified your audience.

Personalise your communications

Personalisation is key to a successful transactional campaign. With Orbit, you can personalise messages using transactional data.

To personalise your messages:

1. Add a journey step and select a channel. See Journey steps.

2. Select your specific Email Channel and Email Template.

   

3. Once you’ve chosen your channel and template, you can set any personalisation. See Applying personalisation.

4. Select transactional data variables relevant to the transaction to personalise your messages.

   

   Example: You can reference details like the travel date, destination, activities planned, or the number of people involved in a holiday booking. This level of personalisation is only possible with transactional campaigns, allowing you to use transactional data variables from previously inaccessible levels.

You've now personalised your messages by transaction. Save, publish, and set a schedule for your campaign. See Saving, editing, or publishing changes and Setting a schedule.

Output and delivery considerations

Once you’ve published your campaign in Orbit, the output file can include multiple records for the same email address if there are multiple transactions, allowing you to send separate communications for each transaction.

Depending on your email service provider (ESP), email addresses may be deduplicated automatically. Check your ESP's settings to understand their deduplication rules. Using Apteco email overcomes this limitation and allows you to target transactions without concerns about unintended deduplication.