Scenarios

Scenarios are a great way to connect with your customers at any point of their journey by using emails, push notifications or webhooks.

From sending a basic email to complex automated flows with multiple targeted segments and AB testing, scenarios are easily created using drag & drop.

You can watch this video to get an overview of the basic features in scenarios. Everything is covered in the textual guide too.

Why you should use scenarios

By connecting with your customers you can increase their engagement and retention, bring back lost customers or offer highly targeted offers based on the past behavior for every customer. Scenarios also allow you to automatize your communication based on your custom conditions.

Even though scenarios are incredibly powerful when combined with analytics, they are an independent module of Exponea. This means you can use them even if you don't plan on fully integrating your business with Exponea.

Creating a basic scenario

Open the scenario editor by going to Campaigns > Scenarios > Create new.

Adding, editing and connecting components

Every scenario is a set of components connected into a flow.

  • To add a component, click on the component you want to add or you can drag & drop it onto the board with your left mouse button.
  • To edit a component, double-click the component with your left mouse button. This will open a component-specific edit window. Click "save" after you are done.
  • To remove a component, select the component by clicking it with your left mouse button and then click on the trash icon, or hit backspace or delete on your keyboard.
  • To connect two components, click on the output connector on the right side of the first component and drag the line to the input connector on the left side of the second component, as shown in the animation below. Release your mouse once connected.
    • Now you have created a flow. Customers will pass through this flow starting from a trigger (e.g. On date) to operators (e.g. Condition) and finally into actions (e.g. Email).

Notes

  • The number of components in a scenario is unlimited.
  • In every meaningful scenario there should be at least one trigger and one action component.
  • There can be multiple flows in a single scenario.

Moving, zooming and selecting multiple components

You can move your position on the canvas by clicking on an empty space and dragging your mouse. To select multiple components, hold shift and do the same. You can delete all selected components by pressing backspace on your keyboard. Zoom in or out using your mouse wheel. If using a touchpad, you can also move by sliding 2 fingers and zoom in/out by pinching 2 fingers. Keyboard shortcuts available: Press 1 to fit to screen, 2 to zoom to selection and 0 to reset zoom.

You can also click on the minimap in the bottom right corner to navigate your position.

Saving and executing a scenario

Don't forget to save your scenario by clicking the "Save" button in the top right corner. This will save the scenario for later and will not launch it. If you want to launch the scenario now, click the "Start" button. This means that the triggers in the scenario will now start streaming customers into the flow.

Test and evaluate

Before launching the scenario, you can preview how customers are predicted to flow through the nodes based on the conditions you defined. Click on "TEST" located above the canvas.

You will see the expected result of the campaign even before it is executed. This test will dry-run the campaign as if it was executed immediately, taking into consideration all policies, A/B splits, unsubscribes and other aspects. However, this is only an estimate as the individual aspects may change over time. Please note that it is not possible to use this if you use an "On event" trigger since it is unpredictable. If you still want to see how customers would flow through the individual conditions, insert the "Now" trigger and then replace it again before launch.

Once the scenario is active, you can also click on "EVALUATE" to see how customers are actually passing through the flow in real-time. This helps with troubleshooting when a lot of customers unexpectedly get stuck somewhere in the scenario. Hover over each node to reveal how many customers have entered, successfully completed, or got stuck in that node.

When you are in the "EVALUATE" section, you can click on "Results" underneath the button to access the automatic dashboard which contains all key metrics for evaluating your email campaign or comparing conversions within your AB testing. You can watch this video to learn more:

What happens if I edit a running scenario?

Updating a node - the current users in the node (usually a very small number except wait nodes) finish the scenario with the old version and all new customers coming to that node (no matter where they're coming from) will flow according to the new version.

Deleting a node stops the execution of all unprocessed customers in the node, e.g. customers in the wait nodes will be lost.

Creating a new node or modifying node connection applies immediately, e.g. modifying outgoing connection from a wait node means that existing customers in the node will use the updated connection once they are finished waiting.

Scenario components explained

Let's have a look now at how each component works. Remember that you can specify each component by double-clicking on it once it has been placed on the canvas.

Triggers

Trigger
Description

Now

Will stream all customers to the flow immediately after execution. Once used in a live scenario, it will become inactive and you will need to refresh it manually to make it work again.

On date

Will stream all customers to the flow on the specified date and time. The timezone used is set in Settings > User Settings > Timezone.

Repeat

Will stream all customers to the flow repeatedly, based on the specified time condition. You can set daily, weekly and monthly runs and also specify the total time range to set the final date when the scenario should stop repeating the runs.

On event

Will stream a single customer to the flow every time the specified event is tracked to this customer.

Actions

When a customer enters an action component, an action is executed. Each type of action has a unique 'action_id'. Read more about this in the System events article.

Action
Description

Email

Will try sending an email with the specified content (e.g. body of the email, sender, subject) to this customer's email. Learn how to create an email in Exponea here.
-Attribute email must have value in order for a customer to receive an email campaign

SMS

will try sending an SMS with the specified content to this customer's phone number (phone number in international format, e.g. +44XXXXYYYYYY for the UK)
-Attribute phone must have value in order for a customer to receive an SMS campaign

Retargeting

Will update your FB or Google audience based on the match of email, phone number or FB ID.
Read more about retargeting integrations:

HTML

Will save a piece of HTML content that will be shown to the customer upon the visit of a connected webpage (only available in the JavaScript SDK), which is useful in the instance of homepage customization for different customer segments.

Web / mobile push notifications

Will try sending a push notification with the specified content to the customer's phone / web browser. Read more about web push notifications and mobile push notifications.

Webhook

Will try sending all customer's attributes and a custom JSON message to a specified URL (e.g. your server's address), which is useful in the instance of filling and submitting a lead generation form.

FB message

Will send an FB message to the customer.

Emailing a custom recipient

If a custom recipient is used in the scenario's email node, then the campaign policy for the frequency of delivery will be ignored.

Operators

Operators are generally used to change the way customers move through the flow. There are five types of Operators:

Operator
Description

Condition

Functions as a gate - it will stream customers who match the specified condition through the match (green) output connector and customers who don't match through the don't match (red) output connector

AB Split

Splits customers into two or more distinct groups based on the specified ratios

Label

A simple text label that you can use to name flows and add a description.

Set attribute

Assigns a new value to the specified customer attribute

Wait

After entering this component a customer will wait here for the specified amount of time before he is streamed to the flow again. Wait node can be set as a fixed time period, dynamic period based on other events or it set based on the optimal email time for the specific customer to be most likely to engage with the email.

Using optimal email time

If you decide to use optimal email time in the Wait node you can specify whether you want to optimize the “open rate” the “click-through rate” (see image below) depending on whether your priority is for your customers to open your email or click on the link inside. Also, you can set the maximum wait time which will be used if optimal email time was not generated for a particular customer because of a lack of data (default is 24hours).

Even though the calculation logic of optimal email time works in the same way as it is in Predictions template, there is one big difference - optimal times are no longer a single time for each customer (as it is in Predictions). The optimal times in wait nodes are basically determined from three inputs: scenario scheduled time, maximum wait time and the event history of each customer (with the historical timeframe set to 90 days). If it is not possible to recommend the optimal time (customers with no zero activity), the default time is equal to the scheduled time of the scenario.

Example: Daily newsletter to all customers that should be delivered no sooner than 10 AM and not later than 10 PM. The solution will be a scheduled campaign at 10 AM containing wait node with "optimal time prediction" setting with maximum wait time set as 12 hours.

The scenario always runs in UTC-0 so you do not need to worry about time offsets due to different timezones. The same functionality of optimal time feature can be achieved in Email campaigns.

SMS

You can send text messages to all customers with a mobile phone number. Start by double-clicking the SMS action node to open the editor.

Function
Description

Sender

Set the sender name or phone number which will be displayed as the sender of the text message.

Message

Specify the content (body) of the message. Cyrillic, special characters and personalization are supported.

Policy

Defines a period of time before a customer can receive another message of the same type.

Consent
(Campaign group)

Choose which consent is required for a customer to have to receive this campaign.
Read more on consents here.
If you don't use consents yet, you will see the [campaign groups].(https://docs.exponea.com/docs/project-settings-2#section-campaign-groups) setting here.

Preview for

See how the text message will look like for a selected customer. You can also click on the filter icon to only filter a specific segment of customers to see the preview for. This is especially useful when you build personalized SMS.

Multiple messages

When enabled, Exponea will send multiple text messages when you go over 160 characters.

Test SMS message

Send the message to a custom phone number or to a particular customer to test it.

Delivery of an SMS campaign can be either successfulor unsuccessful. Exponea tracks this information as an attribute of the campaign events.

Webhooks

You can read about webhooks in this article.

Scenario version history

You can restore accidentally deleted versions and continue working on them. Scenario version history offers also the view of changes, showing specific nodes that have been changed in the scenario. Just go to the specific scenario, click on the three-dots menu and go to Scenario history.

You will be able to preview the historical changes by clicking on each version, where you can revert to any version or make a copy of it. Nodes that have been changed in that version will be highlighted.

In the list of scenarios view, you can also restore a deleted scenario.

Scenarios


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