Understanding Campaigns

An Oracle Responsys campaign is an automated mechanism for delivering targeted, personalized messages via email and other channels to an audience defined by your recipient List, and possibly refined by other data sources.

For marketing details about campaign benefits, see the Responsys website. See Related Topics below for links to campaign-related details.

Campaign Functionality

  • User-controlled campaign settings and preferences
  • Template and wizard-driven campaign creation
  • Intuitive and scalable content management
  • Advanced link-tracking conversion, and response handling management
  • Optimized image delivery
  • Automatic error detection and troubleshooting
  • Campaign (and associated component) dashboards and Property pages
  • Content preview, design, and text editing tools
  • Promotional and transactional campaigns
  • Personalized and dynamically driven customer-centric content

Campaign Messages and Form Documents

  • Messages – Campaign message is generally the introductory or explanatory material that informs your recipients about the purpose of your campaign.

    Note: Messages may be constructed, previewed, and edited (via Campaign Designer – a rich text editor/ WYSIWYG designer) using HTML and/or plain text (may be edited via the Document Editor), depending on the automatically detected capabilities of your recipient’s email provider.

  • Forms – Campaign contents may contain links to prefilled forms. Incoming responses can trigger follow-up actions (including subsequent campaigns) based on response rules you can set up via the Campaign Designer.

Campaign Recipient Lists

A List of targeted customers that has been selected for a campaign minimally contains the email addresses of the intended recipients for your campaign.

Note: Lists may be populated automatically by loading from a file, via Connect, or from information supplied through recipient-supplied response form materials. Manually entering and editing customer data is also an option.

Campaign Lifecycle

  1. Plan – Determine type of campaign, desired results, call to action, user experience and expected responses, how does it integrate into corporate objectives?
  2. Create campaign content – Import files, images, and attachments; create original content; copy files from website location; create text versions of HTML messages, etc.
  3. Identify data sources – Target customer List, supplemental data sources, suppression lists.
  4. Assemble campaign – Define components: Target audience, message/form content, campaign settings.
  5. Proof campaign – Test and resolve auto-detected errors, preview message, send to associated Proof List (pre-launch reviewers).
  6. Launch campaign – Set campaign schedule, and launch campaign based on defined settings and preferences.
  7. Review results and responses – Evaluate live reporting and campaign analysis.

Learn more