What are Campaigns?
Campaigns are the automation engine in Ontraport that you’ll use to accomplish your use cases and goals, such as capturing new leads, selling more of your products, gaining referrals and more.
Campaigns are flowchart-like paths, or funnels, that your customers will experience as they interact with your brand. This is where all the data in your Collections, the assets you’ve created through Editors, and Ontraport’s sophisticated automation come together to give your contacts personalized experiences.
Campaign and automation basics
Just as when you’re creating any other asset in Ontraport, you can start creating your campaign map using a pre-built template that you can then tailor to your needs, or you can start from scratch.
Building and customizing campaign maps is as simple as following our “What happens next?” guidance. You’ll be prompted to use if/then logic to dictate what should happen to each contact that hits that point of the campaign, and you can customize further using boolean logic, which uses “or,” “and” and “not” to create advanced filtering. For example, you might want to set up a particular email in your campaign to only be sent to those who have purchased Item A “and” have purchased it since a certain date.
This intricate automation is only possible due to Ontraport being a data-based system, as opposed to a list-based system: There’s no need to manually create contact lists for each email you’d like to send; the system will automatically and dynamically send the email to anyone who has reached that email element on the map and meets the data criteria you’ve set. You can think of the main automation actors in campaigns as being like scanners: They’re constantly scanning your contact database for contacts who meet the criteria you’ve set — or, in other words, for data fields to be updated in contact records — and then act accordingly to perform the relevant automated follow-up.
In addition to enacting your automation, your campaigns also house all the assets, such as emails, that your contacts will experience along their journeys. While creating your campaign, you can easily add the appropriate asset where it belongs or even create it on the fly within the workflow. Incorporating your assets into the automated campaign map gives your contacts a seamless experience only possible when it’s all created within one platform.
When creating your campaign and following the “What happens next?” prompts, you’ll be given the option to choose from the following types of elements.
Campaign triggers are the beginning of every campaign map; they’re the events that start your contacts on an automated path. These events can be actions that a contact takes, such as purchasing a product, actions your team makes, such as making a follow-up call, or qualities a contact has, such as a birthday.
A goal in your automated campaign is something you want your contacts to achieve, such as signing up for a membership site, purchasing a product, or visiting your website.
In Ontraport campaigns, actions are the central elements that drive your automation and allow you to respond instantly to your contacts’ activity. Actions include sending an email or SMS, giving a contact access to your membership site, and assigning a new tag to a contact.
To truly provide individualized experiences for customers, you can send them down different paths within your automated campaigns, depending on their actions and specific conditions.
Learn how to approach creating a campaign and how to combine each type of element to accomplish your goals.
Get started with campaigns quickly by starting with a pre-built template, then tailoring it to your needs.
Use automatic emails in your campaigns to follow up with contacts and keep them engaged with your brand.
Continue the Fundamentals Course
Go to Part 5: Editors