Guide to Campaign Flows

Let's take a look at campaign properties. When you first set up your campaign flow, you will need to create a name for your flow and add a specific segment that you would like to include or exclude from receiving your campaign flow.

1. Name. Give your campaign a name that helps you identify it from all campaign drafts or sent campaigns. Some shops choose to also include the date of the campaign in the name. It's up to you.
2. Description. You have the option to add a description to your campaign flow. A description could be helpful to add notes about your campaign. A description can be edited even if the campaign flow is in draft, activated, or the completed status.
3. Includes Segment. Your customer segment tells Postscript which subscribers should receive the campaign. This allows you to create targeted product and content campaigns and ensure they reach the right audience. You can include (and exclude) multiple segments in a campaign flow, up to 10 total.
4. Excludes Segment. Your Excludes segment is an optional field and tells Postscript which subscribers should not receive the campaign. This allows you to create and send hyper-targeted campaigns. You can exclude (and include) multiple segments in a campaign flow, up to 10 total.
5. Safe Send. Safe Send is an optional feature that, if enabled, prevents you from sending a campaign to any subscriber in your selected segment who received another message from your shop in the last 16 hours (e.g., welcome series automation, abandoned cart automation, another campaign, etc.). 
6. Cancellation trigger. The cancellation trigger tells Postscript when to remove a subscriber from a campaign flow.

Reconnecting splits allow you to send targeted messages or test out different strategies with splits reconvening at the end of the flow. All branches in Flow Builder will always reconvene at the endpoint in the flow. While splits will reconnect, you can still add actions (Delay, Send Message, A/B splits, Subscriber Event Splits, Trigger Splits within automation flows, etc.) to each split before the connecting endpoint.

Within nested branches, the parent split has reconnecting branches, then all child splits will also have reconnecting branches.

How Reconnecting Splits Work

Within automation flows, your splits reconnect at the end of the flow. Let's take a look at an example. In the flow below, the brand sends the initial message to the entire segment. Depending on subscriber replies (or lack thereof) to the initial message, they could be funneled down one of two branches - branch A or branch B. 

Subscribers in this flow will be removed from the campaign once they create an order. In the first message, subscribers are asked if they want early access to an upcoming launch.

If a subscriber replies with Yes/Yeah/Yep/Etc., they are funneled into Branch A which includes a confirmation message that they'll be notified before everyone else and a password to access the product page.

If they reply with anything other than Yes/Yeah/Yep/Etc. or do not reply at all, they are funneled down Branch B which includes confirmation that they'll be notified when everyone else is.

Branch A notifies subscribers on March 1st that the new product is live on a password-protected webpage. A day later, on March 2nd, branch B notifies subscribers that the new  product is live on their site.

At the end of this flow, the branches reconnect and send a final message to both parties nudging them to purchase.

With our Delay action, you can choose from three types of delays that will allow you to perfect the timing of each individual message within a flow to your subscribers (note: we do not recommend using a Delay action to kick off, or activate, your flow. Instead, please use the Schedule or Launch button in the upper-right corner of Flow Builder). Learn about each type below or, for a deep dive into message scheduling, check out this article.

1. Delay your message for an amount of time. This option allows you to send your message after a specific interval of time (e.g. Delay sending this message until after a 5-minute delay or after a 5-week delay). 
2. Delay your message until a specific date allows you to choose the exact date and time that you'd like to send each individual campaign message (e.g. Delay sending this message until December 20th, 2022 at 4:00 PM). 
3. Delay your message until a certain time of the week allows you to choose a day of the week and a time of day that you'd like to send each of your flow messages (e.g. Delay sending these messages until Sundays at 2:00 PM). 
4. Save. Once you've added your message delays, don't forget to save!
5. Duplicate your Delay action to make building out a flow of messages more efficient. 
6. Delete your Delay action by selecting this option or clicking Delete Step in the upper-right corner of the Delay editor.

Optimize your message conversions by finding the best combination of timing, images, message copy, and incentives for your brand all through A/B testing in Flow Builder!

1. Auto Balance automatically sets your branches to an even distribution.
2. Designate Branch A's distribution by adding the percentage of subscribers you'd like to have your Branch A experience (this includes messages, delays, etc.).
3. Designate Branch B's distribution by adding the percentage of subscribers you'd like to have your Branch A experience (this includes messages, delays, etc.).
4. Save. Once you've customized your A/B Split distributions, don't forget to save!
5. Preview or add to your Branch A's experience by dragging and dropping flow actions to the Drag action here placeholder. 
6. Preview or add to your Branch B's experience by dragging and dropping flow actions to the Drag action here placeholder. 
7. Delete your A/B Split action by selecting this option or clicking Delete Step in the upper-right corner of the Split editor.

With Subscriber Event Splits, you can time and send automated messages to subscribers based on their actions or inactions. For example, you can send a promotional campaign and then split responses based on if the subscriber purchased from your promotional campaign. Take a deep dive into this tool by checking out this article.

1. Add an event to your flow. This indicates that you intend to branch subsequent messages based on this event. For example, create branches based on if a subscriber creates an order after receiving the first message in your campaign flow.
2. Add the Max Wait Time that you will allow for subscribers to complete the event. For example, wait 24 hours for subscribers to create an order after receiving the first message in your campaign flow.
3. Create your branches and select specific properties of each branch. In the example above, we will branch the flow based on if the subscriber creates an order using the Shopify discount code SHOPIFYDISCOUNT or not.
4. Subscriber Event Splits will always include a none of the above or event never occurred branch to capture any events that do not match the specifications and subscribers who do not respond within the Max Wait Time.
5. Add a new branch by selecting this option.
6. Save. Once you've customized your Event Splits, don't forget to save!
7. Preview your branches.
8. Delete your Subscriber Event split action by selecting this option or clicking Delete Step in the upper-right corner of the Split editor.

With this tool, you are able to update subscriber profiles with tags based on their actions following a previously-received campaign flow. This lets you craft more personalized and hyper-targeted campaign flows in the future. For a deep dive, take a look at this article. 

1. Add or remove a subscriber tag based on which path the subscriber takes. In the example above, subscribers will be tagged as conditioner or shampoo based on their response.
2. Save. Once you've added your subscriber tag, don't forget to save!
3. Preview the Update Subscriber action.
4. After tagging a subscriber, you may consider sending them a follow-up message. In the example above, we send a shampoo recommendation to those who responded to our first campaign flow message with the word shampoo.
5. Duplicate your Update Subscriber action to make building out a flow of messages more efficient.
6. Delete your Update Subscriber action by selecting this option or clicking Delete Step in the upper-right corner of the editor.

The Add to flow action in Flow Builder allows you to add subscribers to another automation flow that is triggered by an Added via Another Flow trigger event. You can move subscribers from a campaign flow or an automation flow into a new automation flow.

To use the Add to flow action, you'll need to create a "child flow", or a flow that uses the Add via Another Flow trigger. Once you have a flow that uses the Add via Another Flow trigger, you can link a flow within a flow.

Check out this Guide to Add to Flow Action in Flow Builder for a deep dive of this action.

Link a Flow Within a Flow

1. Select Messaging on the left-side navigation panel of your Postscript Dashboard.
2. Select the Create Campaign button in the upper right, then choose Create Campaign Flow.
3. Select Create a new campaign, then Create flow in the bottom right of the module.
4. Set your campaign properties by selecting segments to include or exclude and, optional, by setting a cancellation trigger.
5. Under Flow Actions, select and drag Add to flow into your flow. You can choose to have a subscriber continue down the parent flow by adding more actions (Delay, Send Message, Subscriber Event Split, etc.) after the Add to flow action. Alternatively, you can end the parent flow with the Add to flow action if you'd like the subscriber to subsequently receive the child flow only.
6. You can select  Save Changes if you'd like to continue editing to your flow at a different time or select Schedule or Activate in the upper-right area of Flow Builder if you are ready to activate the flow immediately or schedule the flow to activate at a certain time.

Key Information

• Rev. (Revenue). The amount of sales dollars earned from orders created within your shop's designated attribution window following a campaign message send. See your shop's attribution window here.
• EPM (Earnings per message) calculated by the revenue attributed to this message divided by the number of messages sent.
• Orders. The number of orders attributed to this message within the flow.
• Conv. (Conversion Rate) calculated by dividing the number of orders placed by the number of clicks on the links included in this message within your shop's designated attribution window * 100.
• Sent Messages indicates the number of this specific message that was sent to subscribers.
• Clicks. The total number of clicks on this particular message.
• CTR (Click-Through Rate) is calculated by taking the number of clicks on the links included in this message divided by the number of  recorded for this specific message
• Sent (Sent Messages). The total number of this specific message that was sent to subscribers.
• Unsubscribe Rate is calculated by dividing the number of unsubscribes attributed to this message within the flow by the number of Sent Messages recorded for this specific message (e.g. 65,463). Note: we attribute an unsubscribe to a flow if the flow message was the last message the subscriber received before unsubscribing).

Branch analytics will display on a Split Action card. These analytics are an aggregate view of all the individual messages and action metrics within a branch to provide you with a holistic view of branch. Key metrics surfaced include:

• Total Attributed Revenue
• Aggregate EPM
• Total number of Orders
• Aggregate Conversion Rate
• Total number of clicks
• Aggregate Click-through rate
• Total number of sent messages
• Aggregate unsubscribe rate

These metrics are calculated based on the Send Message Actions contained within each branch. When a branch contains a nested split, then aggregated metrics reflect the performance of all send message actions from the within the branch up to the point where the branches reconvene. This ensures that the analytics for "branch A" represent the combined results of messages within it - including the messages in the nested split. Additionally, If a branch contains nested splits, the metrics will roll up to the parent split to provide a complete picture of performance.

To hide branch analytics, simply click the Hide Action Stats button in the far rigth corner of the canvas.