Web Channel enables you to connect your website to all your available customer information, including offline and multi-channel interactions, to give your customers exactly what they’re looking for, and to turn your anonymous visitors into loyal customers and increase your customer base and revenue.
This article contains recommendations and examples relating to this Web Channel that will help you make the right decisions when it comes to creating the right campaign for the right audience.
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What are the benefits to my business?
Web Channel is natively built in the Emarsys Platform, as part of our omnichannel experience. Update your web site by inserting or replacing content, or displaying overlays on entry or exit activities.
The benefit of applying Web Channel campaigns is that you can drive retention, repeat purchases and turn your anonymous Internet users into loyal customers by providing an individual treatment layer to your visitors.
Which Web Channel campaign format to use?
Using different Web Channel campaign formats you can edit HTML/JAVA script or image content on your site. Based on the activities of your visitors you can trigger personalized overlay messages. You can display embedded web channel contents or apply only a narrow ribbon affecting minimally your visitors browsing experience, which might be less intrusive for them.
The following campaign formats are supported:
For general information on creating and applying Web Channel campaigns, see Setting up the campaign.
Embedded
Your personalized message will replace a selected web page element on your website. You can target all your website visitors or specific customer segments by displaying HTML content on your website. You can freely insert your HTML source or a static image. Both you can set up for Desktop or for Mobile versions. For example, you can display different welcome images for different customer segments on your home page.
When inserting your static image, ensure the dimensions of the content fit the zone placement size. Images can be automatically scaled according to the defined zone to fit.
For detailed information on creating and applying Embedded Web Channel campaigns, see:
Overlay
Your personalized message will appear as an overlay above your normal website content. For example, you can offer a voucher for your inactive customer or a special offer for birthday customers.
For detailed information on creating and applying Overlay Web Channel campaigns, see Creating an Overlay Web Channel campaign.
Ribbon
Your personalized message will appear at the top or bottom of the page or follow your scrolling in a narrow ribbon. It affects only minimally your visitors’ browsing experience, which is less intrusive. For example, you can use this campaign type to remind them of an ongoing offer or they personal voucher code that is about to expire or just a general cookie notification.
For detailed information on creating and applying Ribbon Web Channel campaigns, see Creating a Ribbon Web Channel campaign.
Emarsys features with Web Channel
Features that work with Web Channel
- Custom HTML content with personalization
- Visual editor for inline editing
- Pre-built layout templates for a series of campaign tactics
- Overlay on entry and exit intent, or embedded content (e.g. banners).
- Target custom segments, all visitors, or only unidentified visitors
- Automation Center integration
- Fast-track campaign and blueprint creation for key use cases (e.g. contact acquisition)
- Reporting and performance dashboard
- Real-time filtering capabilities
Features that do not work with Web Channel
- Cannot add Open Time Content (OTC) to a Web Channel campaign.
- Cannot add content via API. For reasons and information, see Data collection JavaScript API reference.
- Not possible to track Web Channel revenue on the Reporting page. We recommend using Google Analytics for these purposes.
How often does Web Channel refresh a segment?
A Web Channel campaign, which is based on a segment is refreshed, as soon as it is launched, and then every six hours. This means that contacts who have moved in, or out of a segment can still be targeted until the next refresh. The refresh times are planned to be substantially reduced in a future release.
How many CRM contacts (based on a Segment or Automation Center audience) can be targeted?
To ensure smooth performance, we have a limit of five million known contacts, which can be targeted in a single Web Channel campaign. We have no limits of contacts per account, only per campaign. There is no limit when targeting anonymous visitors.