Building retargeting queries retarget
Retargeting allows you to follow up with recipients based on how they responded to a previous Orchestrated campaign. For example, you can send a second email to recipients who received but did not click the first one.
Orchestrated Campaign provides two main attributes for this:
- Message Feedback: captures delivery-related events, e.g. message sent, opened, bounced, etc.
- Email Tracking: captures user actions, e.g. clicks and opens.
Create a Feedback-based Retargeting Rule feedback-retarget
Feedback-based Retargeting Rule allows you to retarget recipients based on message delivery events captured in the Message Feedback attribute. These events include outcomes such as messages being sent, opened, bounced, or marked as spam.
Using this data, you can define rules to identify recipients who received a previous message enabling follow-up communication based on specific delivery statuses.
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Create a new Orchestrated Campaign.
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Add a Build Audience activity and set the targeting dimension to Recipient (caas).
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In the Rule Builder, click Add Condition and select Message Feedback from the Attributes Picker. Click Confirm to create a Message Feedback Exists such as condition.
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Choose the Feedback Status attribute to target message delivery events.
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Add another condition linked to the Message feedback attribute.
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Search for the Feedback Status attribute and click Confirm.
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In the Custom condition menu, choose which delivery status to track in the Value drop-down.
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Choose the Orchestrated Campaign Name attribute to target a specific Orchestrated campaign.
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Add another condition linked to the Message feedback attribute, search for entity, and navigate to:
_experience > CustomerJourneyManagement > Entities > AJO Orchestrated Campaign entity. -
Select Orchestrated Campaign Name.
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In the Custom condition menu, specify the campaign name in the Value field.
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Choose the Orchestrated Campaign Action Name attribute to target a specific message or activity within an Orchestrated campaign.
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Add another condition linked to the Message feedback attribute, search for entity, and navigate to:
_experience > CustomerJourneyManagement > Entities > AJO Orchestrated Campaign entity. -
Select Orchestrated Campaign Action Name.
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In the Custom condition menu, specify the campaign action name in the Value field.
Action names can be found by clicking the
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Alternatively, you can also filter by the Campaign ID (UUID), which can be found in your Campaign properties.
You have now configured a Feedback-based retargeting rule to identify recipients based on the delivery status of a previous message such as sent, opened, bounced, or marked as spam. With this audience defined, you can either add a follow-up email or further refine your targeting by configuring a Tracking-based retargeting rule, which uses user interaction data.
Create a Tracking-based retargeting rule tracking-based
Tracking-based retargeting rule targets recipients based on their interactions with a message, using data from the Email Tracking attribute. It captures user actions such as email opens and link clicks.
To retarget recipients based on message interactions (e.g., open or click), use the Email Tracking entity as follows:
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Create a new Orchestrated Campaign.
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Add a Build Audience activity and set the targeting dimension to Recipient (caas) to focus on previous Orchestrated campaign recipients.
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In the Rule Builder, click Add Condition and select Email Tracking from the Attributes Picker.
Click Confirm to create a Email Tracking Exists such as condition.
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To target recipients’ interactions with a message, add another condition linked to the Email tracking attribute and search for the Interaction Type attribute.
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From the custom condition options, use Included in as the operator and select one or more values depending on your use case, e.g. Message Opened or Message Link Clicked.
You have now configured a Tracking-based retargeting rule to target recipients based on their interactions with a previous message, such as email opens or link clicks, using data from the Email Tracking attribute. With this audience defined, you can either add a follow-up action or further refine your targeting by combining it with a Feedback-Based retargeting rule to include message outcomes such as sent, bounced, or marked as spam.
