Tactics and the Emarsys Marketing Platform
Tactics, and the Strategic Dashboard, are part of the new product package structure that is currently being rolled out. 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 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.
All Tactics are downloaded with a matching set of emails.
These emails are examples created by us, to give you an idea of the content and layout that we think is the most effective for that Tactic. In most cases, we expect you to use your own creatives - these are only meant to provide guidance and inspiration should you need it. The articles for each Tactic also describe the email content in detail, so you can prepare your emails in advance.
If you do want to take advantage of these emails, you should first download and configure the Emarsys Tactics email template. Once you have configured this template to match your brand, every subsequent email that is downloaded with a Tactic will also display your changes, meaning you only have to swap the main images and make a few minor adjustments, and you are ready to go.
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.