Creating a Dynamic Campaign

Dynamic campaigns continuously monitor a targeted segment over a specified period, executing actions as new customers enter the segment. Unlike one-off campaigns—which act on the current segment at a fixed moment—dynamic campaigns automatically detect changes in segment membership and trigger actions accordingly. This approach requires both a start date and an end date assigned to a campaign.

Step-by-Step Instructions on Setting up a Dynamic Campaign

1. Accessing Campaign Management:
   Begin by navigating to Campaigns -> Retetention from the right nav bar. Click on New to start the campaign creation process. 

2. Select dynamic Campaigns:  These campaigns are scheduled to run within a defined time frame, starting on a specific date and ending on another. During this period, any customer who enters the designated segment is automatically enrolled in the campaign.

3. Campaign Setup:

   • Naming & Description: Assign a meaningful name and description to the campaign.
   • Scheduling: Define a start and end date; the campaign’s duration is determined by the chosen date range.

4. Targeting: Select a target segment for the campaign, or create a new segment if required.

5. Selecting Actions:

   • Action Options: Choose one or multiple actions such as emails, SMS, push notifications, or webhook executions.
   • Scheduling Actions: Each action can be scheduled to send immediately, at a predefined day and time, or when the system detects an optimal time for each customer.
   • Sequence & Delays: Actions are executed sequentially (from top to bottom) with configurable delays between them if required.

6. Customising Campaign Preferences:
   Campaign preferences typically inherit the global settings configured in the account. However, these settings can be customised on a per-campaign basis by activating specific options. Tooltips are available for each preference—simply hover over the question mark icon for more information.

🔷 Click here for further information about Campaign Preferences

7. Activating the Campaign:
   Once all configurations are in place, activate the campaign and click Save to initiate the process.

Limiting Campaign Participation

A campaign can restrict how frequently a customer can participate by configuring limit preferences. To set this restriction, open the campaign, navigate to the Preferences section, access Limit Preferences, and specify the number of days that must pass before a customer can participate in the same campaign again.

✅ If additional limitations are needed, such as restricting the number of times a customer can participate in a campaign, it is recommended to use a customer journey instead of a dynamic campaign.

Campaign Process

• Activation & Segment Rebuild:
  At the designated start date and time, the system activates the campaign. All segments in use are rebuilt according to their defined intervals.

• Action Queue Generation:
  Actions such as SMS, emails, push notifications, and webhooks are generated based on the campaign’s action list and placed in a temporary queue. Users can download this queue as a CSV file from the campaign options menu.

• Immutable Preferences:
  Once the campaign starts, key parameters—such as frequency checks that prevent sending multiple messages via the same channel in a short timeframe—are fixed. Modifying these settings after the campaign start will not affect the ongoing process.

• Pre-Action Execution (Minutes Before Scheduled Time):

  • The system applies the “disregard previous engagers” preference for campaigns with multiple actions.
  • It removes customers from the queue based on channel opt-outs, unsubscribes, and previous email bounces.
  • Message content is assembled with personalization tags, and all content links are automatically shortened.
  • Messages are then dispatched to the appropriate delivery channels. Actual delivery times depend on the limitations of the respective channels (e.g., Amazon SES or SendGrid).

• Real-Time Analytics:
  Campaign message statistics (such as channel analytics and sent counts for SMS, email, and push notifications) update in real time as data is ingested.

• Rebuilding & Repeat Process:
  Segments are rebuilt periodically according to their interval, and the process repeats until the campaign reaches its end date.

Important Considerations

• Volume Management:
  If a large number of messages are scheduled for a short period, the system adjusts send times to ensure all messages are delivered by their scheduled due date.
• Campaign Interruption:
  If a campaign is stopped mid-process, any messages still in the queue are deleted—unless the sending process has already commenced.
• Immutable Settings:
  Changing campaign preferences after the campaign has started is not recommended, as queued actions will not be affected.
• Participation Rate:
  The actual number of campaign participants may be lower than the target segment due to opt-outs, unsubscribes, or delivery failures. Messages are retried up to five times before being discarded; discarded messages can be reviewed by downloading the processed queue CSV.
• Delay Considerations:
  Although supported, creating actions with long delays is not advised.
• Webhook-Only Campaigns:
  Campaigns using only webhooks will not record engagement or activity metrics.
• Data Retention:
  Historical messages containing personalized content and their associated destinations are cleared from the system after a maximum of six months.
• Delivery Limits:
  When targeting large audiences, users should consider the sending limits of their delivery provider. For example, at a rate of 10 messages per second, sending emails to 50,000 recipients may take around 85 minutes.

Overview & Use Cases

A dynamic campaign targets a specific segment continuously over its runtime. For instance, a segment may target players who redeemed a specific bonus. With a campaign running from February 1st to March 1st, any player redeeming that bonus within that period will be included. Key points include:

• The campaign is triggered each time a customer enters the segment.
• It is configured on a single segment.
• Dynamic campaigns run for a defined period—minimum runtime being one hour.
• Actions available include SMS, email, push notifications, and webhooks.
• To rerun a dynamic campaign, users can simply copy the existing campaign.
• It is advisable to add critical campaigns to the Watch list for easy access.

Scenarios where dynamic campaigns excel:

• Customers transitioning between lifecycle stages.
• Shifts between customer clusters.
• Targeting players who enter high-tier NGR clusters (e.g., potential VIPs or high spenders).
• Creating customer journeys based on time rather than specific events.
• Promoting upcoming events based on customers’ event preferences.
• Campaigns based on specific game categories.
• Re-engaging customers with prolonged inactivity (e.g., no deposits or logins).

Two-Step Engagement

Campaign engagement (campaign objective or goal) is configured at the campaign level and is credited once a customer interacts with a message—whether by delivery, open, or click. With two-step engagement enabled, a customer must also complete a secondary action (e.g., sign in or place a wager) to be considered fully engaged. This additional requirement ensures that the engagement metrics more accurately reflect meaningful customer interactions.

Engagers will be recorded as engaged if they meet both engagement steps (if two-step engagement is active). If two-step engagement is not enabled, then customers who engage with the message alone are considered in the engagement metric within the analytics.

ℹ️ E.g. If the two-step engagement objective requires a customer to make a deposit, the total number of engagers recorded in the analytics will be equivalent to the total number of depositors who successfully completed the required action.

Data Compatibility

Dynamic campaigns are compatible with the following data categories, as per the Data Policy:

• Category A
• Category B
• Category C

⚠️ Review the full Data Policy here.

This structured overview outlines the process, key considerations, and setup instructions for dynamic campaigns, ensuring that users can effectively manage and execute campaigns while adhering to organisational policies and technical constraints.