How to set up a campaign

Steps on how to create and launch a campaign

Penny Black campaigns are targeted and personalised meaning that you can apply digital marketing capability to your physical printed inserts. If you’re looking for inspiration on what type of campaigns you should run to answer your business objectives, please visit our Unboxing Intelligence guide.

Creating a new campaign

• Click the Create new campaign button in the top right of the Campaigns page

• Give the campaign a name and optional description
• Pick a start date. Use the Start Now button to set an immediate start once published, or schedule using the date and time selector

Select and personalise your artwork

• Choose your campaign artwork from the dropdown. Artworks only appear in this list once they have been uploaded and personalised. See our guide on how to personalise artwork here

• Use the Personalise Content section to map customer attributes to your campaign. For example, selecting Customer First Name will ensure the customer’s name is pulled into the name attribute
• Select QR Code from the drop-down to provide a URL for your QR code to link to. Depending on the campaign type you might want to land a customer on the home page, a product-specific page or a dedicated landing page

• Set a utm_content tracking parameter if you want to use the lowest level of granularity tracking in GA. For example, if you have campaigns that have multiple languages you might want to add a value like “English” or “German” in here. If you don’t need this layer of tracking just put “qrcode”

Add a target audience

• Select a segment from the drop-down. You can also search within this area to find specific segments

• If you wish to add multiple segments you can select more than one. Make sure to set the Behaviour between segments to your desired value.
  • OR will mean customers in either segment will be included in the campaign.
  • AND means customers in both/all of the selected segments will be included in the campaign

Setup GA tracking

• Add a utm_medium value. This maps to "channel" in Google Analytics. We recommend using “insert” for this which is an industry-standard term
• Add a utm_campaign value. This maps to "campaign" in Google Analytics. We recommend using something similar to the campaign name you’ve set above

Set up promo code attribution

• If you’re using a promo code in your campaign, add it to the Promotional Code Tracking box and click enter to save. This will ensure that any order made using that code will be attributed to this campaign. We recommend using a code that isn’t being used by other channels

Publish the campaign

• You can save the campaign as a draft while you’re working on it and it will be stored in the Drafts tab of the campaign home page
• Once you’ve completed the above steps, publish your campaign. Hit the Publish button
• You will then be taken to the Campaign Priorities pop-up. Use the arrows to set the campaign priority, relative to the others i.e. if a customer falls into more than one campaign audience, we will match the customer to the campaign with the highest priority