Getting Started
Brief overview of supported channels in Lemnisk and key concepts used during campaign setup.
Channels supported in Lemnisk
SMS: With Lemnisk, you can reach out to your customers via SMS channel for your promotional and transactional use cases.
Email: With Lemnisk, you can use email as a channel and deliver tailored emails to run a campaign.
App Push Notification: A pop-up notification sent to the user's device (Android or iOS) from an app to promote a campaign. Requires user consent.
Onsite Notification: A notification is shown on the website while the user is browsing the website in real-time.
Web Push Notification: A pop-up notification sent to the user's device (laptop/phone) from a browser to promote a campaign. Requires user consent.
Notification BOT: The bell icon that notifies a user of the most recent updates based on user behaviour.
Call Center: The Call Center channel enables you to push leads in real-time to your choice of customer support tool such as Freshchat, Zendesk, etc.
Facebook Export: Export segment audience created at Lemnisk to Facebook Ads for retargeting.
Google Ads Export: Export segment audience created at Lemnisk to Google Ads for retargeting.
External API: Invoke any external API of your choice (internal or external) whenever an activity happens.
WhatsApp: You can promote your campaign by sending promotional messages to users directly on WhatsApp. Requires user consent.
Campaigns in Lemnisk
Campaigns in Lemnisk are called Engagements. These Engagements increase awareness and help you to reach users and convert them into potential customers.
Key Concepts:
Frequency Caps
Frequency Caps limit communication, sent to the users to avoid bursts of communication. Once this limit is reached, the communication is not triggered, even if all conditions are met.
Frequency cap at various stages:
Segment Level: For any given segment channel relationship, you can set a frequency cap. Suppose a user falls into a segment having multiple SMS engagements. When you set the daily frequency cap to 5 for all segment channel relationships, the communication to the users falling in that segment will not exceed 5 times across all engagements.
Engagement Level: You can set frequency caps at an engagement level and prevent any engagement from being sent more than a certain threshold. Suppose there are 3 SMS engagements in the segment and you want to send an engagement daily only once. You can set the daily frequency cap of that particular engagement to 1 and you are good to go.
Global Level: You can also set a global frequency cap for every channel.
Refer here to know about Frequency cap settings
Persistent
If a user drops out of a segment and later rejoins the same segment, the frequency cap will still be applicable, provided the persistent setting is enabled. However, if not, then the user will receive all the engagements that are set up in the segment all over again.
Once a user falls into a segment, a campaign is set up to initiate communication immediately. Let's assume a user receives one communication and drops out of the segment for a reason. The user rejoins the segment later on the same day after fulfilling the conditions again.
Use case: Send an engagement only once to users of a segment for a particular channel.
Solution: Set Segment level Frequency Cap as 1 and enable Persistent Since persistent is enabled and the user has rejoined, s/he will not receive the communication.
All frequency caps are user-specific.
Engagement Scheduling
There are two types of engagement scheduling options available while setting up an engagement at Lemnisk.
Schedule Later: You can schedule a notification on a specific day and time and add repeat conditions to repeat it daily, weekly, or on alternate days/weeks. You can also add end conditions to the engagement scheduling. - Never: If you don’t want to repeat a communication. This communication will only go out once. - After X Occurrences: Repeat the communication until the set number of occurrences has been reached. - Select End Date: Select an end date till the engagement should run for the users.
On Trigger: You can trigger a communication immediately when a user falls in a segment or after a select time interval. The communication is triggered each time the user falls in a segment, based on the frequency cap setting.
Use case 1: Let's assume a user visits your website and provides you with an email address through a lead form. As soon as the user submits the lead form, you want to trigger an email to the user but the email should only go out once.
Solution: Create an engagement with a lifetime engagement level frequency cap of 1, and set on trigger condition as Immediate. So, when the user re-submits the form, the email won't be triggered again to the user.
Case 2: Consider a mass marketing campaign to promote a newly released product to be launched in the upcoming week. To create a fuss amongst the users, you want to target all the existing users. You want to send an SMS engagement twice a week and an email engagement once a week. This engagement will run for the next 1 month.
Solution: Create a segment targeting all the existing users. Set the engagement level daily frequency cap as 1 and add repeat conditions as shown below in the image.
Note: If a user drops out of a segment before the communication is supposed to be triggered, s/he will not receive the communication.
Personalizing Parameters
Let's say you want to send a communication to many users in order to pay the premium amount of health insurance. Creating communication for each user will take a lot of time since each of them will have different amounts to pay.
Solution: Macro helps personalize templates and create more interactive communication. Using Macro, you can send the same communication to the users with specific details, saving time.
How to create a Macro?
Step 1: Put @ symbol
Step 2: Choose the label variable
Conversion Goal
Whenever a marketer is setting up a campaign, there is always a goal that the marketer has in mind. This goal can be to reach new leads/users, increase purchase orders, etc.
When a campaign is run for users they perform the conversion action that the marketer has specified. To check the efficiency of a campaign, a marketer can set up a conversion action that he wants the user to perform.
When the user interacts with the campaign and performs the conversion, we attribute that conversion back to the campaign that the marketer has executed. In this way, s/he will assess of the effectiveness of the campaign.
Lemnisk marketing automation platform makes the executed campaign more effective by attributing the actions and the goal achievements. This enables marketers to take result-driven measures in setting their marketing campaigns to generate optimal results.
Use case: Let’s say, you launch a credit card on Diwali and you drive campaigns through SMS, email, and the app push channel.
A conversion action will be attributed to the campaign the marketer was running when all the campaigns are active and users interact with the campaign.
If most conversions are made by app push engagement, then the marketer will run the app push engagement, which will be considered an engagement attribute.
How the conversion goal will be calculated?
There can be multiple engagements and the conversions of the engagement will be specified through the most recent action.
At Lemnisk, the actions performed by a user are called events. There is a 30-day window that starts once the user interacts with the campaign and the actions performed within 30 days, will be linked to that engagement. When a conversion goal is achieved, a specific event name is associated with the conversion to ensure the effectiveness of each engagement that occurred within the triggered campaign.
There are two types of conversion goals:
1. Track: To track the user behaviour on a website or app. Click here to learn more about the track event. 2. Page: To identify the pages viewed by the user on your website. Click here to learn more about the page event.
Product Label
You can tag an engagement with a label that can be used for reporting.
Refer here to know more about adding a product Label.
Start/End
Let's assume, you have a banner on the home page and on the product page. These posted banners will be different. When we take over rendering those banners, the corresponding slot structure is different for varied domains and websites.
Lemnisk Marketing Automation platform provides a feature to schedule the end and start date of any app push engagement on your own or manually. The GMT time zone complies with the platform. You can configure email alerts by specifying your email Id and updating the panel.
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