Tactics and the Emarsys Marketing Platform
Tactics, and the Strategic Dashboard, are part of the new product package structure that is being rolled out in Q2 2019. You will be contacted by your Success Manager when your account is ready to receive the new functionality.
Tactics are pre-built Automation Center programs designed to achieve a specific marketing goal. Each one must be customized to a greater or lesser extent before you can use it.
This article explains how to customize a Tactic. Please refer to the individual article for that Tactic for more detailed instructions.
- Downloading the email template
- Customizing the template
- Updates to the template
- Downloading a Tactic
- Configuring a Tactic
- Using segments in Tactics
- Testing a Tactic
- Activating a Tactic
- Tactics reporting
- Editing Tactics
- Copying Tactics
- Converting programs to Tactics
Downloading the email template
All the emails used in Tactics are created from the same central template. This is an Emarsys email template that has been built to our highest standards for deliverability and mobile responsiveness.
Your first task should be to download this template and customize it, replacing all the sample images and placeholder texts with your your own creatives and contact information.
To download the template:
- Find and download a Tactic (it does not matter which).
- When the Tactic appears as a program on the Automation Center overview page, open the program and then open one of the email nodes.
- Click Edit Email to open the email campaign.
- Click the three dots in the upper right corner and then click Copy template to this account.
After you download the template, it will appear in your templates list as: Tactics Template YYYY-MM-DD HH:MM.
You can now customize the template with your own logo, creatives and contact details. When you have saved your changes, the email campaigns in all future downloaded Tactics will be based on it.
When you are finished, you can delete the Tactic program and download it again, or go into every email campaign in it and update them with the changes that you made to the template.
Do not download more than one Tactic before you have customized the email template. You will not be able to push the template changes to email campaigns in any of the previous Tactics, since they will still reference the central master template.
Customizing the template
After downloading the template, find it on the Templates page and open it for editing. Make your changes in the Frame Editor, Style Editor and Variables tabs. For more information on this, see: Working with email templates.
Customizing the content blocks
On the Blocks tab, replace the sample images with your own and link them to your website (there will be some small variations from Tactic to Tactic; the examples below come from the E-Commerce Lead Re-engagement Tactic).
- Change the logo.
- Change the email title, or leave a placeholder where you can enter the names of future promotions.
- Change the main banner image.
- Change the call to action (CTA) button or link.
Change the footer to add your company details.
Incentives and vouchers
Most email campaigns used in Tactics come with a series of content blocks displaying incentives to purchase. These blocks are placeholders and should be replaced with whatever incentive strategy you are using.
There are two options for adding incentives to your email.
1. Using Incentive Recommendation
If you are using Incentive Recommendation, you should delete these blocks and replace them with an Incentive Recommendation block. You can then manage your incentives in individual email campaigns based on the incentive types you have defined.
2. Using vouchers
If you are not using Incentive Recommendation, you can replace the default blocks with your own voucher images and codes, or keep them and link them through to landing pages where you manage your vouchers.
You can use block targeting to display different vouchers to different customer groups, for example based on their spending level.
You do not need to make any changes to the 4-column product block that contains the Predict widget. This should be customized for each email campaign by selecting the recommendation logic as described in the article for that Tactic.
Updates to the template
The Tactics template behaves like any other template. Changes that you make to it can be pushed to all the emails which were create from it, either by clicking the message (1) or by opening the menu next to the Save button on the Content Creation page of the email editor (2).
Remember that template updates also have to be manually accepted in emails for Tactics created after the update. You should always check for this message when configuring an email campaign.
Downloading a Tactic
You can find and download a Tactic from the Tactics page. This is accessible in two ways:
- From the Campaigns menu, Tactics.
- From the Strategic Dashboard (Dashboard menu, Strategic Dashboard, then click Get Better Results with Tactics below each strategy).
On the Tactics page, you will find a full list of all the available Tactics. Here you can:
- Filter the list by the affected strategy.
- Search for a Tactic using keywords from the description.
- View the Tactics by category.
- See which strategy each Tactic contributes to.
- Hover your mouse over the Tactic to open the details.
To download a Tactic to your account, click Details.
The Tactic details pop-up gives an overview of the program workflow and lists the strategies it contributes to.
Most Tactics have different versions depending on your pricing package and the Add-ons you have available. By default the Tactic for your current package is selected, but you can change this to a lower package version if you want (i.e. if you don't need the additional channels).
- Variants by add-ons
Here you select the channels you want to use in the Tactic.
When you have made your selection, click Continue.
You will be shown a summary of the program you are about to create. Click Create Program to download the Tactic to your account. This will appear after a few minutes as a new program on your Automation Center overview page with the Tactic name and a number after it.
You are now ready to configure and launch the Tactic.
Configuring a Tactic
After downloading a Tactic you should read the appropriate article for instructions on how to configure it.
In most cases the entry point, segments and wait nodes are all ready.
You may want to check that the recurring frequency of the entry node (if this is a recurring filter) matches your business needs, otherwise you should not change these settings without first consulting your Success Manager.
You will then need to configure the message content for each channel in the Tactic. Instructions are provided below.
When you have checked all your messages, make sure that the program participation settings match your needs (each Tactic article has further suggestions for this). When you are done you can test and activate the Tactic.
First, check the Email Basics tab and change any settings required.
- The subject line and preview (pre-header) text have been chosen by us for maximum inbox placement and do not need to be changed.
- The From (name) and From (email address) should be updated to reflect your account email settings.
- Including the Unsubscribe and Online version links is recommended.
If the email contains a Predict widget in a 4-column product block, you will have to open that widget and change the settings to whichever recommendation logic is listed in the article for that Tactic.
Web Channel campaigns
If you have selected a tactic which includes Web Channel, you will have to create your Web Channel campaign in advance. You then select that campaign in the respective Web Channel nodes.
CRM Ads campaigns
If you have selected a tactic which includes CRM Ads, you will have to create your CRM Ads audience in advance and link that to the ads campaign you have created in your social networks. You then select that audience in the respective CRM Ads nodes.
Using segments in Tactics
Tactics use a number of pre-built segments, based on:
- Contact data segments
- Smart Insight segments
- Web behavior segments (e.g. predict last purchase date)
These are all set up automatically and require no input from you.
If you want to modify your Tactic by adding further nodes such as Segment, Quick filter, Filter switch or Exclude, you can only use these kinds of segments. Combined segments are currently not supported by Tactics.
Viewing or editing segments
If you want to see the filter criteria for a segment, open that node in the workspace and click Edit Segment.
Smart Insight segments are based on the eRFM settings we defined with you during Smart Insight setup. You cannot change the definition of the lifecycle stages in your account.
Web behavior segments can be edited, but you should not change the fields that are referenced as that will render the program invalid. If you change the number of days defined, make sure to be update any Wait nodes to match your changes.
The segments used in a Tactic have been designed by us to and are designed to give your Tactic the maximum impact on your strategic objectives. You should not make any changes to a segment without discussing this with your Success Manager first!
Testing a Tactic
Each Tactic must be tested in a different way; check the relevant Help article for details.
Please remember that you can test the logic of the entry node, the flow of the program paths, and the segment nodes, but you cannot necessarily test all of them for every program.
Activating a Tactic
When the Tactic is ready you can activate it like any other program, from the Program Status pop-up.
Program reporting is available for each Tactic individually, but since they are all closely connective to one or more strategies their performance should be measured in terms of the strategy as a whole.
For this reason you should view the Tactics as part of a broad approach to achieving specific marketing objectives, and use the Strategic Dashboard to follow their effectiveness.
You can modify every setting, and replace every campaign with your own if you like.
Tactics are meant to be out-of-the-box solutions to your marketing challenges, so please note that we cannot guarantee that they will behave as intended, or contribute the strategy they were designed for, if you make significant changes to the structure or content.
You can copy a Tactic from the Automation Center overview page and the copy will contribute to the same strategy reporting as the parent.
If you want the copied Tactic to contribute to the reporting for a different strategy to the parent, you can add it as a Related program at the bottom of the Strategy reporting page.
Converting programs to Tactics
You cannot take an existing program and convert it into a Tactic.
However, there are workarounds if you want to include these programs in your strategic reporting.
Using creatives from existing programs in Tactics
You can edit the blocks of a Tactics email and make the email look like one of your previous campaigns. If you do this, please make sure that the critical content (calls to action, links, incentives, etc.) are still there.
If you want these changes to be visible in all your Tactics email, you can download the Tactics template and edit that directly.
Using the reporting from existing programs in the strategy reporting
When you click through to the Strategy reporting page on the Strategic Dashboard, you can click Add Related Programs and select your program from the list. That program will now be counted as a source of revenue and responses for the strategy as a whole.