A guide to BME

Smarter Marketing Automation
With Boomtrain

Leverage Artificial Intelligence to provide compelling brand experience for your customers.

Imagine a world where you spend less time deploying marketing campaigns and more time connecting with your audience!

Boomtrain’s Smart Marketing Platform helps you understand and communicate with your customers on an individual level, at any scale.

In this guide, you will find out how you can use different features of Boomtrain Marketing Engine to build automation campaigns that deliver a fulfilling brand experience to your customers.

Getting started with Boomtrain Marketing Engine

1. How to create user lists and segments

2. How to track user activities and behaviors

3. Setting up email broadcast campaigns

4. Setting up onsite recommendation campaigns

5. Setting up triggered email campaigns

6. Using Boomtrain Messenger

7. Setting up mobile campaigns

8. Using reports

1. Creating user lists and segments

WHY THIS IS IMPORTANT:

Before you start setting up Marketing Automation campaigns using BME (Boomtrain Marketing Engine), it is important to know how to create lists and segments out of your audience. Because, only when you know how you can segregate your audience based on how they use your website or your product will you be able to send personalized communications to them.

HOW YOU CAN DO IT:

Login to BME, access the Audience section from the panel on the left hand side and click on the ‘Filter’ button at the top.

lists and segments

Note that lists are static whereas segments that you build are dynamic. Lists and segments are essential to define and build rule based triggers for your customer communications.

An example use case: Cart abandonment (Bringing back people who did not complete a purchase)

2. Tracking user activities and behaviors

WHY THIS IS IMPORTANT

One of the primary benefits of marketing automation is that you can send personalized communications to your customers based on their activities on your website or your app, without any human intervention. To set such rule based communications, you have to define activities and behaviors that you expect from your customers.

From a simple activity like ‘signing up for your newsletter’ to a complex behavior like ‘checking out the pricing page multiple times but not purchasing a product’; this section of BME helps you track your customers’ online behavior.

HOW YOU CAN DO IT

One of the most important aspects of Marketing Automation is user activity/behavior tracking. Only when you track what your users do on your website or product, will you be able to send them effective personalized communications.

Mapping an activity:

user activity and behavior tracking

– Select the URL you want to map, for example: http://example.com/competing-on-customer-journeys/?q=1234

– Strip the “http://” off the front and replace with a “^”, for example: ^example.com/competing-on-customer-journeys/?q=1234

– If there are parameters at the end of the URL, replace them with $, for example: ^example.com/competing-on-customer-journeys/?$

(Click here to read more about Activity Mapping)

Defining a behavior:

user behavior

A combination of user actions or inactions constitute a behavior. Depending on the needs of your business, you can create as many user behaviors as you want.

You can define a new behavior based on some of the most commonly tracked behaviors like Cart Abandonment, Subscription failure, Payment failure etc. Or you can also create your own custom user behavior by clicking on Start from scratch as shown in the above screenshot.

Read more about creating complex behaviors here.

3. Setting up email broadcast campaigns

WHY THIS IS IMPORTANT:

Email broadcasting is one of the most effective ways of communicating with your customers. It can be used by businesses from across different verticals, to send emails to their entire customer base or groups of similar customers.

For example:

  • E commerce brands can utilize the feature and send announcements about offers on different products.
  • A software product company can send product update emails to its customers.

HOW YOU CAN DO IT:

Here’s how you can get started:

email broadcasts boomtrain

Give your campaign a name and select an audience list/segment that it needs to go to. (You can read more about Audience segmentation here)

If you’re looking to do an A/B test for the Email, turn it on. Otherwise, move on to creating the Email template. You can build it from scratch, copy paste the HTML code if you already have a template ready or use the Advanced editor by clicking on Templates.

(You can read more about creating Email templates here)

email broadcast boomtrain

You can also include content that changes dynamically based on the external feed. You can pick the relevant content based on meta filters. (Check out this article to know how)

Note: You can use metafilters while automating your newsletters with fresh and relevant content every time they goes to your audience.

If you have any queries or specific requirements in dynamic personalization, you can contact our Support team.

4. Setting up onsite recommendation campaigns

WHY THIS IS IMPORTANT:

Your website visitors will keep coming back only when you deliver an enticing experience for them. That’s exactly what you can do using Boomtrain’s onsite recommendation feature. It lets you leverage AI to display only content and products that your visitors are more interested in. And this information is derived from user information that is drawn from across all the communication channels. A great website experience helps in increasing user engagement.

HOW YOU CAN DO IT:

As you must know already, one of the most useful features of Boomtrain Marketing Engine is Content Recommendation. It’s AI powered recommendation engine promotes relevant content to your users based on multiple data signals.

Here’s how you create a new campaign:

onsite recommendation

You then get options to change the look and feel of the Recommendation widget that will be placed on your website. If you are tech savvy, you can do it by manipulating the HTML and CSS codes or you can just use the settings option.

Note: Before you set up your first Onsite Recommendation Campaign, you should know how to use Meta filters. Because metafilters are the rules that decide personalization of the recommendations that you show to your users. Read more about it here.

content recommendation

5. Setting up triggered email campaigns

WHY THIS IS IMPORTANT:

Sending personalized email communications based on their activities on your website or your blog is another great way of increasing customer engagement and loyalty. Highly targeted and personalized emails based on their past purchases or preferences will deliver some serious value to your customers.

For example:

If a customer has purchased a new T shirt from your online store, you can send him/her an email showcasing accessories that would go well with it.

HOW YOU CAN DO IT:

Triggered Email campaigns can be helpful for businesses across various verticals like Publishing, E Commerce, Software products etc.

For instance:

– A publishing company might want to run triggered Email campaigns for readers who share its articles on Social Media. (Click here to read some of the other triggered Email campaign ideas for content publishers)

– An E Commerce brand can set up cart abandonment Emails to those who do not finish their purchase. (Click here to read some of the other triggered Email campaign ideas for content publishers)

Here’s how you start setting a triggered email campaign:

triggered email boomtrain

After giving your campaign a name, you should select or create a trigger, based on user activities and behaviors.

Example – Sending an email with a discount coupon to users who did not finish their purchase on your online store.

You can then setup a template, use the A/B testing and scheduling features just like in an Email broadcast. (Click here to check it out in detail)

6. Using Boomtrain Messenger

WHY THIS IS IMPORTANT:

From acquiring new customers to helping out existing ones with their issues, Boomtrain Messenger can be a really handy feature for all kinds of businesses.

If you run an e commerce business or a content website, you can use the messenger to send relevant, personalized communications while they’re browsing particular product pages or articles.

The messenger can also act like a customer support window if you are a software product company.

HOW YOU CAN DO IT:

Boomtrain’s intuitive Messenger feature lets you Broadcast or send triggered messages to your website/app visitors and customers. Depending on the need of your business, you can use the Messenger to either convert visitors into leads or answer customer queries.

BROADCAST MESSENGER CAMPAIGNS

Here’s how you start:

boomtrain messenger

Do note that by default, the audience is selected as ‘Anyone who visits my site/app.’ This is perfect for making announcements about your service or website that you want to share with the visitors.

TRIGGERED MESSENGER CAMPAIGNS

Here’s how you create a Triggered Messenger campaign:

triggered messenger

You can either create:

– Page based triggered campaigns (Send messages to users who visit a particular page on your website/app)

– Activity based Triggered campaigns (Send messages to users who do a certain activity or showcase a certain behavior)

The Boomtrain Messenger feature also has user level management. You can invite your team members and assign different roles to them. Click here to know more about team roles.

7. Setting up mobile campaigns

WHY THIS IS IMPORTANT:

Unlike other communication channels, mobile allows marketers to reach their audiences in real-time and with highly personalized messages. You can deliver highly personalized and individually relevant content to your customers using Boomtrain’s mobile campaign features of Push notification and SMS.

HOW YOU CAN DO IT:

You can use Boomtrain to either broadcast Push notifications and SMSs or send them to users based on triggers. Let’s take a look at them one by one:

BROADCAST PUSH NOTIFICATIONS AND SMS:

Here’s how you get started:

setting up mobile campaigns

When you create a Push notification broadcast:

– You first select an audience

– Then compose the message by filling out the relevant fields for Android and iOS

– Select timing of the push notification

This article explains the setup process in detail.

Note: Follow the same flow when you create an SMS broadcast.

TRIGGERED PUSH NOTIFICATIONS AND SMS:

You should follow the same steps while creating a Triggered mobile campaign. The only difference is that you get to select complex triggers to select the right audience for your message.

mobile campaigns boomtrain

8. Using reports

WHY THIS IS IMPORTANT:

Only when you know what’s working and what’s not in your automation efforts, will you be able to improvise on it. Boomtrain’s extensive reports section allows you to measure the key performance indicators of your automation campaigns and fix strategies that are not working.

HOW YOU CAN DO IT:

The Reports section can be accessed through the left side navigation panel of the tool. The default Summary page that loads soon after you access the Reports section gives you an overview of how all of your campaigns are performing.

boomtrain reports

You can check out the reports of your campaigns individually by navigating to the relevant sub sections:

Campaigns (Performance analysis of your Email and Push campaigns)

Content (Performance analysis of the different links that you’ve used in your content)

Audience (Tracking of new users that you’re adding)

Conversations (Performance of your Messenger campaigns)

Prime time (How your Email campaigns are performing with and without Primetime optimization)

You can download all of these reports by clicking on Download icons placed next to individual report modules.

Understanding how Reporting works in the tool is extremely important for Marketers. If you have any queries related to reports, please write to [email protected]

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