Create an SMS Campaign
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Prerequisite

Ensure to complete the one-time configuration of the SMS channel.

To create an SMS campaign:

  1. Navigate to the MoEngage Dashboard.
  2. From the left navigation, use one of the following options:
    • Click Engage > Campaigns. The All campaigns page is displayed. At the top right corner, click + Create campaign. The Create campaign page is displayed.
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    • Click Create New > Campaign. The Campaign page is displayed.
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  3. Under Outbound, click SMS and select one of the following campaign delivery types:
    • One Time
    • Periodic
    • Event Triggered
    • Business Event Triggered

For more information about delivery types, refer to Delivery Types.
The SMS creation page is displayed.

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Steps to Create an SMS Campaign

The following are the steps to create an SMS campaign:

  1. Target users: Define the target audience for the campaign.
  2. Content: Define the content of the SMS campaign to be sent.
  3. Schedule and goals: Define the campaign's delivery schedule and goals.

Step 1: Target Users

This section contains the following:

Campaign Details

The campaign details section contains the following fields:

    • Teams: If your organization has teams enabled, select a team in the drop-down list. For more information, refer to Teams in MoEngage.
    • Campaign name: Enter the name of the campaign to manage and identify the campaign. The campaign name must have at least five characters, and the limit is 256.
    • User attribute that stores user’s mobile number: Select the user attribute such as the mobile number.
    • Campaign tags: Select campaign tags from the drop-down list. You can select a maximum of five tags. For more information, refer to Campaign Tags.
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arrow_drop_down Event Triggered Campaigns

This section contains the event criteria that (when satisfied) will trigger the SMS campaign notification. For example, you want to trigger an SMS when the user has opened the app and has not made a purchase within two hours of opening the App. You can also add dynamic and linked checks based on an individual user's properties or past actions. For instance, with linked triggers, you can verify if a user added a product to their cart but didn't purchase it or if they purchased a product from a brand they previously browsed without manually entering specifics. For more information, refer to Linked Conditions.

To define the trigger condition, do the following under Trigger criteria:

  • In the IF user section,
    1. In the Select an event drop-down list, select a user action that needs to be performed to trigger the campaign. This is the primary filter condition.
    2. Click + Attribute to add attributes to the filter. (This is optional)
    3. Click + ADD FILTER to add another filter with the primary filter. (This is optional)
  • In the THEN trigger the message section,
    1. Select Immediately to send the campaign within the next 30 to 60 seconds.
      You can send the campaign with only the If condition.
    2. Select With Delay and provide the following details to define the timeframe and the event criteria to be fulfilled to send the campaign:
      1. Enter the number and select the minutes, hours, or days.
      2. Select Before or After the time.
      3. Select the action to be performed by the user in the drop-down list for the if condition. The user must perform the actions added within the time specified in the delay criteria after performing the first action.

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arrow_drop_down Business Event Triggered Campaigns

For business event-triggered campaigns, you can select the business event to be mapped to the campaign using the Select business event dropdown. The dropdown contains all the business events created in your MoEngage account.

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Once the business event is selected, the event attributes associated with the business event are available in the segmentation filters. Business event attributes are available in the following segmentation filters:

  • segment by user property - you can map the user property to the business event attribute
  • segment by user behavior - you can map the attribute of an event executed by the user to that of the business event attribute
  • segment by user affinity- you can map the attribute of an event executed by the user to that of the business event attribute
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Note

  • The data types of the user attribute or event attribute chosen should match with that of the business event attribute for segmentation to work.
  • Show count is disabled for business event-triggered campaigns as business events are modelled to run on dynamic segmentation (based on the values with which the business event is triggered).

Select Audience

This section contains segmentation filters that help you choose the target audience for your campaign. The following options are available:

All Users Filter by User Property Filter by User Behavior Filter by User Affinity Filter by Custom Segment

This filter option allows you to send the campaign to all the app users. When you use this option, you cannot add multiple filters.

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If teams are enabled for your account, you will be able to see the custom segments created by your team. The segmentation criteria specified for the team for which you are creating the campaign will get appended to the segmentation filters with an AND condition. For example, if the segmentation criteria for your team is the set of users whose last known city is Los Angeles and you have selected users who've purchased a product within the last 3 days as the target audience for your campaign, your target audience would be users who have purchased a product within the last 3 days and whose last known city is Los Angeles. For more information, refer to Teams in MoEngage.

 

Beta Callout

MoEngage Teams with the Segmentation Filters is a Beta feature. To get it enabled for your account, reach out to your CSM.

After selecting the filter criteria, you can do the following as well:

  • Create Multiple Filters: You can create and combine multiple user property rules, user activity rules, and custom segment rules to create a complex user segment using this option.
    1. Click + Filter.
    2. Click AND or OR.
    3. Select the attribute or event and define the filter conditions.
  • Exclude Users: Select this checkbox to define the filter criteria for users to be excluded from the campaign.
  • Send campaign to the users opted-out in preference management: Turn this toggle on to automatically exclude opted-out users from the campaigns. For more information, refer to Preference Management.
  • Reset filters: Click this option to reset the segmentation filters.
  • Show count: Click this button to display the total number of users who are currently in the configured segment.

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Control Groups

This section contains information about control groups for the campaign. Control Groups are enabled only for promotional campaigns. They are not applicable for transactional campaigns. You can enable the control groups to which you want to send the promotional campaign.

In the Enable control groups section:

  • Turn the Global control group toggle on to not send the campaign to all the users in the control group
  • Turn the Campaign control group toggle on to not send the particular campaign to the control group.

For more information, refer to Control Group.

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Click Next or use the tabs at the top of the create campaign navigation to move to Step 2 "Content"

Step 2: Content

You can create the content for the SMS campaign using the following options:

  • A blank template where you fill in the required details for all the fields.
  • A custom template that pre-populates the data from the templates uploaded to MoEngage using the SMS Template APIs.

Create Content Using a Blank Template

Perform the following steps to create the content for the SMS campaign

  1. Select a blank template. The Content tab is displayed.
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  2. From the SMS sender drop-down, select the SMS Connector (Service Provider). In the case of connectors that come under DLT regulations such as ICS, GupShup, and Kaleyra, it is mandatory to display the Template ID information as shown below. For more information on DLT regulations, click here.
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  3. In the Message field, enter the content that is displayed in the SMS.
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  4. To personalize your message, enter @ in the Message field. The SMS Personalization pop-up window is displayed.
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  5. In case the attribute chosen is not available for the user or there is some failure in displaying the attribute, we can select a fallback option as shown above. Select No Fallback if there is no alternative to the failed attribute. You can choose not to send the SMS or replace the failed attribute with a text of our choice using the Replace text option.
    You will see the character count of your message as well as SMS count.
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URL Addition and Shortening

Add the URL in the SMS message to track SMS click for the URL. MoEngage will use URL shortening services to shorten your URL and then track the users who clicked the URL.

The following points are to be noted for URL Shortening:

  1. Shortened Links expire in fifteen days and cannot be tracked after expiry. When a customer opens a link beyond its expiry, they see a "This link is no longer active" message.
  2. If user and event attributes are used in the shortened links, the attributes' names must abide by the following:
    1. They must not contain spaces.
    2. If the attributes contain links, their values should not contain http:// or https://. These can be added before the attribute to shorten the link.
  3. Special characters such as apostrophes and commas are not supported in shortened links.
  4. Multiple JINJA operations are not supported in links that are to be shortened. For example, using a Content API link in a Product or vice versa (in a link that is to be shortened) is not supported.

Adding a Locale

To add a locale to the campaign, click + Locale at the top right corner of the content creation step. You can add a new locale or add an existing locale to the campaign. For more information, refer to Localize campaign message.

Adding a Variation

To add a variation to the campaign, click + A/B test at the top right corner of the content creation step. You can add a new variation or copy the existing variation. After adding a variation, you can see the variations as tabs on the top ribbon above the content editor, as shown below.Variations_Added.pngYou can specify the user distribution for each variation by clicking User Distribution, available at the top right corner. For more information, refer to A/B Testing.

Custom Template

 

Beta

This is a Beta Feature. To enable it, reach out to your CSM or drop us an email at support@moenage.com.

Custom templates are uploaded to MoEngage using the Custom SMS Template API. For more information, refer to Custom Template API. This option helps you have a pre-defined set of templates that are created outside the MoEngage ecosystem. You can reuse these templates, preview them on the dashboard and use them for sending campaigns to your customers.

You can do the following in the custom templates section:

  • Select a template: Click a template to select it.
  • Sort templates: Click the Sort.png icon to sort the templates in ascending or descending order of the last modified time of the template.
  • Search templates: Enter the template name in the search box at the top right corner of the custom templates section to search for a specific template.
  • Preview a template: You can preview a template by hovering over it and clicking the PreviewIcon__1_.png icon that appears, as shown below.
    PreviewCustomSMSTemplate.gif

After you select a custom template, it will be loaded in the UI with details of all the fields in the template. You will be able to view the fields but only edit them if you have the 'Edit Templates' permission.

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Information

  • Any user with the following roles can edit the templates: Default Admin, Manager, and Marketer.
  • To enable edit access for other users, they must have the 'Edit Templates' permission.
arrow_drop_down Test Campaign (optional)

Test campaigns enable previewing the campaign on a test device to ensure that your notification is conveyed in the manner that you desire.

You can test the campaign you created by selecting any of the following options and providing the value for the attribute chosen for your test user:

  • Unique ID
  • Email ID
  • Mobile Number (Registered With MoEngage)
  • Mobile Number (External/Not Registered with MoEngage)
  • Google Advertising identifier
  • iOS Identifier for Advertising
  • Device Push Token
  • Custom Segment

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Click Next or use the tabs at the top of the create campaign navigation to move to Step 3 "Schedule and Goals".

Step 3: Schedule and Goals

This section contains the following:

  • Delivery schedule: Choose when the campaign should be delivered to your users and the periodicity of delivery.
  • Conversion goals: Choose the conversion goals and revenue metrics to be tracked for the campaign.
  • Delivery controls: Choose the advanced delivery control options such as throttling, frequency capping, and expiration settings for the notification.

Delivery Schedule

arrow_drop_down One Time
As soon as possible At specific date and time

Send the campaign immediately to the target users.

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arrow_drop_down Periodic
At fixed time Send in user time zone Best time for user (Sherpa)
Choose this option to send the campaign on a specified date and time. The following fields are available in this section:
  • Campaign time zone - the timezone in which the campaign should be sent.
  • Start date - the date on which the campaign should be sent.
  • Send time - the time at which the campaign should be sent. Select am or pm depending on when the time of day at which the campaign should be sent.
  • Periodic - the periodicity of the campaign. You can choose from three options: Daily, Weekly, and Monthly, from the radio buttons available to the left of the screen.
    Periodicity Description
    Daily Repeat every - This option lets you specify the number of days after which the campaign should be repeated.
    Weekly

    Repeat every - This option lets you specify the number of weeks for which the campaign should be repeated.

    Repeat on - This option lets you specify the day(s) of the week on which the campaign is to be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).

    Monthly

    Repeat every - This option lets you specify the number of months for which the campaign should be repeated.

    Repeat on - This option lets you do the following:

    • Days of month - Choose this option for repeating campaigns that are date specific. Select the date(s) of the month the campaign is to be sent(For example, to send the campaign on the 5th and the 25th of a month, select the 5th and 25th in the calendar widget.).
      Note: If the selected date(s) doesn't exist in the month specified (as it is a shorter month), a campaign will be sent on the last date. (For example, if the 30th and 31st are selected and the month is February, one campaign would be sent on the 28th).
    • Days of week -  Choose this option to specify the day(s) of the week on which the campaign is to be sent (For example, if you wish to send the campaign every Monday, Wednesday, and Friday, select these days in this option).
      Note: In case of a day of the week not existing in a month (for example, fifth Saturday), the campaign would be skipped for that instance. And in case of overlap (for example, 4th Monday and last Monday), only one instance would be sent.

    Periodic_AtFixedTime.gif

  • Ends - the date on which the campaign will end. The following options are available:
      • Never - the campaign will be scheduled to run daily.
      • On - the campaign will end on the end date specified in the End Date field.
      • After - the campaign will end after the number of occurrences specified in the occurrences field.
arrow_drop_down Event Triggered
Click Active continuously under Send campaign and do the following:
Field Description
Campaign time zone

Select the campaign time zone in which the campaign is sent

Start date

Set the start date at which the campaign is sent.

Send time
      1. Set the send time at which the campaign is sent.
      2. Select AM or PM
End date Set the end date at which the campaign is stopped.
End time
      1. Set the end time at which the campaign is stopped.
      2. Select AM or PM

When will event triggered campaigns be sent?

The campaign will be sent only when:

  • The event property/attribute which is being used to create these types of triggers (like the flight_time example), is in a valid date-time format. If it is not in date-time format, the string should have data in one of the supported formats. If the selected attributes do not contain data in any of these formats, the campaign won't be sent to your users. 
  • The date/time value from the attribute is greater than the time at which the trigger condition is fulfilled.
  • The date/time value from the attribute is less than 30 Days + the time at which the trigger condition is fulfilled e.g. If your trigger condition is fulfilled at date D, your notification will be sent only when the attribute value is less than D+30.
  • The intelligent delay optimization (With Delay) does not work for campaigns sent on relative timing.

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arrow_drop_down Business Event Triggered
Click Active continuously under Send campaign and do the following:
Field Description
Campaign time zone

Select the campaign time zone in which the campaign should be sent.

Start date

Set the start date at which the campaign should be sent.

Send time

Set the send time at which the campaign should be sent. Select AM or PM

End date Set the end date at which the campaign should be stopped.
End time

Set the end time at which the campaign should be stopped. Select AM or PM

When will business event-triggered campaigns be sent?

The campaign will be sent only when:

  • The data type(s) of the user attribute(s) or event attribute(s) mapped to data type(s)the business event's attribute(s) match.
  • The attribute(s) used in segmentation is passed in the trigger request for the business event.
  • The intelligent delay optimization (With Delay) does not work for campaigns sent on relative timing.

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Conversion Goals

You can add conversion goals to track the business metrics for your campaigns. You can track a maximum of five conversion goals. You can choose any app event as a conversion goal activity and set more than one conversion goal. The first goal will be treated as a primary goal.

For example, if you want to track the number of customers who have purchased an iPhone after your campaign was sent. (Event: Purchase event, Product: iPhone). Your conversion goal setup might be similar to the following image:

ConVErsionGoals.png

With multiple conversion goals, you can track more than one business metric or visualize a funnel for your user actions. For example, if you want to check the following, you can do so with multiple conversion goals.

  • How many users have viewed the product page?
  • How many of them added that product to the cart?
  • How many of them made a successful order?
arrow_drop_down Tracking Revenue Performance (Optional)

With MoEngage, you can track the revenue generated by your campaigns. For example, you can track the revenue generated by your product after sending a communication. To track revenue performance, enable the Revenue performance toggle for the conversion goal for which you want to track the revenue.

In the example here, to track revenue for orderSuccessful events, you must enable the Revenue performance toggle.

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After choosing the goal, you can select the numeric attribute that captures the order's total monetary value. In this example, cartValue contains the total order value. You can choose the currency in which your monetary value is being reported. RevenuePerformance.png

Set Attribution window: You can set an attribution window (a time period or window that is calculated since the user has received/clicked the campaign, for which you want to attribute the conversion goals to a specific campaign.) By default, it is set for 36 hours while the maximum attribution window can be set up to 10 days. In the example below, the attribution window is set to 36 hours.

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Delivery Controls

Delivery Control for One Time, Periodic, and Business Event Triggered Campaigns Delivery Control for Event Triggered Campaigns

This section contains the following options:

Frequency Capping

This feature helps control the number of emails sent to a user in a day.

  • Ignore frequency capping: Enable this toggle to ignore the frequency capping limit for this SMS campaign. Click Ignore frequency capping to ignore the capping for your SMS campaign when you want to ignore the capping but want this campaign to be counted. For example, the frequency capping value is set to three. You have sent three campaigns today to a group of users. You realize that the SMS triggered by this campaign is urgent and should go on high priority even though some customers have already received three campaigns. If you will use Ignore Frequency Cap, people who have already received 3 campaigns will receive this one as well. For more information, refer to Frequency Capping.
  • Count for the frequency capping: Enable this toggle if you want this connector to be counted for frequency capping limit. If you use Count for frequency capping, people who would have received 2 communications already and send this as well, their receipt count will become 3 after this campaign is sent.

Throttling

Throttling is a feature that allows you to control the sending rate of an SMS campaign. Enter the number of requests per minute sent for the SMS campaign in the Request limit section. For example, send the request URL with a default of 60,000 rpm (minimum of 60,000 requests per minute and maximum of 200,000 requests per minute). For more information, refer to Throtlling.

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Your campaign is now ready to be sent. Click Publish, confirm in the dialog box, and your campaign is created.

Next Steps

If you have successfully created the campaign, you will be taken to the Analytics page. For more information refer to Campaign Analytics.

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