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What is a campaign & when to send a campaign
What is a campaign & when to send a campaign

When should a campaign be defined as marketing? What type of info can you send? Why a campaign and not a one-to-one email? Find our here!

Cláudia Duarte avatar
Written by Cláudia Duarte
Updated over a week ago

What does the word “campaign” call to mind? A series of military operations against enemy forces? ⚔️ An aggressive plan of action to achieve a business goal, like a marketing campaign? 📈 But what’s that got to do with you and FULL FABRIC, you ask? Well, nothing and everything!

If you think about it, both scenarios share in common that they consist of a premeditated large-scale effort to target a group of people and impart something, and so in the context of FF Campaigns is basically a highly versatile tool to send out marketing and non-marketing mass communications to leads, applicants, students and alumni.

Are you curious yet? Then let's dive in! 🏊‍♀️

In this article

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What’s a campaign?

A campaign is essentially an email message concerning a group of people. ✉️ You’re given an email builder to easily design beautiful emails and your audience is defined by building a segment or using an existing one. Next, you can schedule a date or send the campaign immediately. Lastly, you can track how many emails were delivered, opened, clicked or marked as spam.

What type of information can I send?

Whatever you can conceive of, so just let your imagination soar! 😍 You can announce a new merchandise sale, send out a welcome message to new students, boast about obtaining a good ranking in a major publication, encourage applicants to complete and submit their started applications, spread a list of job opportunities, share your latest newsletter – uff, the possibilities are almost endless!

What about consent to send mass communications?

The General Data Protection Regulation mandates that in order to send marketing material you must capture valid consent from your data subjects first. If you haven’t already, get in touch with our Support team to publish your school’s privacy and marketing policies and thus become GDPR-compliant.

So long as your portal is GDPR-compliant then the campaign builder will let you define whether the content is marketing-oriented or not, which will directly decide who receives your campaign. If you say it's a marketing campaign, users who didn't consent to being contacted with marketing materials won't receive it. If you say it's not a marketing campaign but rather an informative piece (like warning students that there will be filming on campus and what the footage is for, that a work visit has been cancelled, that the school website is down for maintenance, etc.), users who opted-out of marketing communications will also be notified. Therefore, good judgment is fundamental.

Why should I send a campaign over one-to-one emails?

In a nutshell, you should send a campaign whenever the need arises to send an email to a group of people with a similar profile and one-to-one e-mails don't quite cut it 'cause they're laborious.

Think about it: with Campaigns you can build an audience segment in a matter of seconds because the segment rules read straight from the portal database, and with wise wording and substitution tags your recipients won't even tell that they received an email sent in bulk! Other standout features are the sophisticated email builder and email tracker. 😁

What's the use of duplicating an existing campaign versus starting a new one?

Campaigns are permanently stored in the system unless you delete them, and every campaign is duplicable. Combine these factors and you end up with an ever-growing library of reusable campaigns, as duplicating a campaign copies everything except for the name and also lets you edit the copied content. So if something's been created before that's more or less a perfect fit for your current needs, go ahead and work with it to save valuable time and effort! ⌛️


PUBLISHED: November 12, 2018
LAST UPDATED: August 12, 2020 at 02:09 p.m.

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