A Deep Dive into Bronto’s All-New Campaigns

Matt Davis, Senior Product Manager

Author Bio

Matt Davis is responsible for delivering solutions at the heart of the Bronto Marketing Platform, including workflows and automation, reporting, analytics and API, to help retailers maximize the impact of their marketing campaigns. He has over a decade of experience in product management and marketing in the software-as-a-service (SaaS) space. Prior to Bronto, Davis served as product manager at Deutsche Bank Global Technology and iContact. In 2006, he helped start Futures, Inc., a forward-looking SaaS startup in southern California, where he played a crucial role in the development and launch of the cloud-based Pipeline platform, focused on candidate and employer matching, career marketing and professional networking. Prior to Futures, he worked in marketing and sales for Apple, Inc.

Campaigns are a new foundational component of the Bronto Marketing Platform. They’re designed to mirror your real-world email campaigns and provide simple organization, tracking and management for email marketing teams of all sizes.

An individual campaign in Bronto is a defined series of messages that aligns with your email strategy. You can create a new campaign in seconds and associate it with your messages during creation, editing, scheduling or even in workflows to better track and view their performance and inform your future marketing strategy.

At a high level, the new Campaigns component provides:

  • Simple, straightforward management using Bronto’s intuitive user interface.
  • Powerful campaign automation via Workflows integration.
  • Quick behavioral segmentation of contacts within one or multiple campaigns.
  • Full campaign-level reporting and monitoring using New Reports.
  • REST APIs for simple, programmatic creation and management.
Introducing Campaigns

Campaign Creation and Management

First things first – if you’re a long-time Bronto customer, Campaigns is an optional feature. You can enable it by going to the Messages menu and clicking Campaigns. From here, simply read through the quick introduction and click Enable. If you’ve joined Bronto since late October this year (or sign up from this point forward), you should have Campaigns enabled by default.

Manage Campaigns

Once Campaigns are enabled, you can quickly and easily create, view and manage your active campaigns in Bronto all from the Campaigns home page.

Create Campaign

To create your first campaign, click Create Campaign in the upper right and enter a name, type and description. You can choose from a list of the most common campaign types, including A/B Test, Opt-In and Product Recommendations, or choose Other. Once created, the campaign can be associated with any message in your account. It’s that simple!

You can set up campaigns when you create a new message, schedule a delivery or edit email sends in Workflows, but as a best practice, we recommend creating your current and upcoming campaigns here at once, so you have a quick list available going forward. As you can see, it’s pretty quick and straightforward. The campaigns you create should directly align with your respective email marketing campaigns.

Once you’ve created one or more campaigns, you can start associating them with your messages. When this feature is enabled, all deliveries sent through Bronto will require a default campaign. You can associate a message with a campaign when you create a new message, edit a message or schedule a delivery.

Associate Campaign with a Message
Associate Campaign with a Delivery

At any time during this process, you can create new campaigns on the fly without interrupting your flow, so if you haven’t created the campaign you want to assign yet, don’t sweat it. Simply click New Campaign in the selection modal, and you can go from there. While optional at this stage, we recommend assigning your campaign when creating new messages to save time down the road: The association will be saved, and you won’t have to worry about choosing a campaign when you schedule deliveries of the message or if you end up using the message in workflows.

Associate Campaign with Workflow

Automation via Workflows

We’ve completely integrated Campaigns into Workflows to help you take full advantage of this new functionality. In the Workflow Builder, you can now set a default campaign for the entire respective workflow. When you set this at the workflow level, all emails sent through that workflow will be attributed to your specified campaign. Once this is set, all Send Email nodes you create will automatically have this setting applied. In this scenario, all sends from your workflow and all related metrics will be collected and tracked within the campaign you’ve selected.

Workflow default campaign

If you want to get more advanced, go for it! Let’s say you set up a workflow with three main contact paths that sends three different emails, with each of those messages being part of a different campaign. If you’ve already set a default campaign for the messages (like I mentioned earlier), it will populate the node-level setting by default when you add the respective message to each node. Simply select the associated Campaign on each Send Email node to adjust this manually.

Campaign behavioral segmentation

Behavioral Segmentation

We’ve also integrated Campaigns into Email Criteria in our Segment Builder. Now you can segment on contacts based on messages sent, opened, bounced or clicked from sent messages that were part of one or multiple campaigns. Simply add your email criteria, select Campaign from the source drop-down menu and then select the campaign(s) you want to filter your criteria by. Simple, but powerful – especially when combined with advanced workflow triggers and filters.

Campaign performance tracking

Campaign Performance Tracking   

Once you’ve got everything set up, you can sit back and view your campaign performance in near-real time as the results come in. How are your campaigns performing? How are they performing per message? Per delivery? Simply click on the campaign name in the main Campaigns page to view more details. The Campaign Performance view displays all metrics, deliveries and messages that are part of your campaign. Like our new email reports, you can filter this view by date range to see timeframes within the campaign as well as by currency, if you’re bringing in orders in multiple currencies. The beauty of this view is that all metrics are collected and aggregated automatically.

From here, you can also jump directly to any individual delivery or message report by clicking the report icon next to each one.  You can also click the edit icon next to any message to instantly open it in Message Editor and make changes.

Campaigns is a sophisticated, but intuitive new way for commerce marketers to understand the performance of their messages and make informed choices to drive future revenue. This feature also sets the stage for even more impressive functionality within the Bronto platform in the years to come. Stay tuned!

If you missed our webinar that dives into the new Reports and Campaigns functionality, you can watch the recording on demand. Click here to view “New Reports + Campaigns: A Match Made in Marketing Heaven.”

Keep in mind:

  • New Reports and Campaigns are available for customers on Bronto’s Order Service.
  • Campaigns do not replace Delivery Groups. Both features coexist and can be used together in a wide variety of ways. For basic campaign-level Delivery Groups, Campaigns may be used instead.