Interaction splits

Interaction splits allow you to tailor multi-stage campaigns based on recipient interactions.

Interaction splits should follow a communication channel step in a campaign journey. Adding a time delay also allows for tailored responses to recipient interactions.

Adding an interaction split

To add an interaction split:

  1. After a communication or time delay step, click the + sign.

  2. Under Controls, click Interaction Split. A new step appears in your campaign journey.

  3. Click + Add Split.

  4. Establish different paths (e.g., bounced, clicked) for varied responses. Add specific interaction criteria, if available

    The interaction options include:

    • Sent: This is the total number of emails that were successfully sent and accepted by the recipient server.

    • Clicked: The total number of recipients who clicked on a link in the email. This can be broken down by the link they clicked.

    • Opened: The total number of recipients who opened the email.

    • Bounced: Aggregation of hard and soft bounces.

    • Unsubscribed: The number of recipients who clicked on the unsubscribe link and confirmed they wished to unsubscribe.

    Note: Paths you add are hierarchical, meaning the top path is the most important, decreasing in importance as you move down. Anything that you place at the top becomes the leftmost path. You can move them around how you see fit in the side panel. See below for more information on path hierarchy.

  5. Extend the campaign with additional steps, messages, and splits to craft a comprehensive communication strategy.

Path hierarchy

If an email bounces, it means it didn't reach the recipient's inbox. In a campaign hierarchy, handling bounces usually comes first. Then, you can address unsubscribes since attempting to message them further is usually futile.

After filtering out those you can't target, you can focus on those you can. Engagement metrics like clicks and opens help prioritise follow-ups.

Note: In PeopleStage, you can mix Audience and Interaction splits, but not in Orbit. It's best to use Audience split first, then Interaction split.

Example path hierarchy

You are promoting a show and you want to identify cancellations and gauge engagement from those who haven't cancelled.

The Audience split identifies cancellations, while the Interaction split measures engagement with the initial email.