Once your customer attributes and product catalogues are in place, you can begin configuring your Contextual Messaging campaign. Follow these steps to ensure your campaign is set up correctly.
Campaign setup
1. Add a contextual-enabled template to your workflow
Select a template labelled with Personalise and add it to your workflow. If the template is enabled for both Optimise and Personalise, ensure you've selected the Personalise label in the template's node in the column on the right. Now, click Setup in the column on the right.
2. Complete initial campaign configuration
In the column on the right, define all available components for your Contextual Messaging campaign.
We'll define each of these options below so you can make the appropriate selection of your campaign:
Brand voice: Select the brand tone and style that aligns with your messaging strategy for this campaign.
Privacy region: Select the appropriate privacy region based on your campaign requirements and target audience.
Product catalogue: Choose the product catalogue stored within the selected privacy region.
Customer attributes: Choose the attribute catalogue corresponding to the selected privacy region.
Customer journey: Choose the customer journey. This provides the Contextual Messaging system with specifics regarding the type of campaign you're creating. You can choose from a dropdown of predefined journeys or create a new one.
If you choose to create a new customer journey, give it a clear unique name and provide up to 250 characters of description. Contextual Messaging will use this description during language generation, so ensure everything you enter is clear and accurate.
Control: Enter the human-written language variant you would otherwise use for this campaign if you were not using Jacquard.
Holdout: Select a percentage of your audience to receive the Control variant you entered above. This is mandatory to establish a baseline for comparison and measure the uplift contextualisation creates.
Unlike traditional experiments which focus on a small number of variations, contextualised campaigns involve a vast range of message variations. Therefore, to ensure reliable measurement, the Holdout must be set to at least 5% of the total audience.
When you've finished configuring all of the available fields, click Done and continue on to the content generation step.
3. Brief the campaign
A well-structured brief is essential for generating high-quality, contextualised content. The more specific and detailed the brief, the better Jacquard can tailor your content to fit the contextual campaign.
Tips for Writing Effective Briefs for Contextual Messaging
Provide context
Clearly explain the purpose of the campaign, including when and why the content will be sent.
Include examples (Highly recommended)
Providing real-world scenarios enhances clarity and ensures alignment with campaign objectives.
Example: An abandoned cart campaign targets users who have added items to their cart but have not completed their purchase. The message should remind them about the product they added to their trolley. Language should encourage the customer to take another look at the product they added but did not purchase, aiming to encourage them to buy it.
4. Review your baselines
Once the brief is completed, users will be presented with nine baseline messages.
These, in association with the human control, serve as fallback options when no relevant content is available for a given context. Optimisation is continuously performed based on the best-performing open rates for each specific context, considering a mix of:
Unique products
Product categories
Customer profiles
You have full control over these baselines and can edit and regenerate individual baselines as needed until you're happy with all of them.
5. Launch the campaign
Upon campaign initiation, a Jacquard Solutions Architect will be in touch to facilitate the technical integration with your customer engagement platform (CEP).
API integration
The Contextual Messaging integration framework encompasses two primary components:
Product Integration: Utilise the product_identifier parameter to enable the system to access the corresponding product information and generate appropriate messaging.
Customer Data Integration: Implementation requires the transmission of applicable profile_attribute=value combinations. For optimisation purposes and analytical tracking, each communication must include a recipient_id in order to enable reporting capabilities.
Your Jacquard Solutions Architect will review all of these components with you and provide you with a code snippet to facilitate the campaign. This will be done in consultation with your in-house technical team members, as a good understanding of what fields are readily available in your CEP for the campaign in question is required.