Campaign Channels
Reaching the right audience starts with choosing the right channel. Each channel plays a unique role in helping you generate leads, build brand awareness, drive conversions, and deliver personalized customer experiences. While some channels are designed for broad reach, others are optimized for targeted, one-to-one communication.
The Zeta Marketing Platform (ZMP) gives you the flexibility to orchestrate campaigns across multiple channels, ensuring your message reaches your audience at the right time, in the right place, and in the right way.
In this section, we’ll explore each campaign channel so you can understand when to use them and how they can help you achieve your marketing goals.
The email channel can be selected when the campaign needs to be deployed via email. Using the email channel requires a From Address to be configured and confirmed before it can be used. Your audience must also have an Email Address for a contact value in order to be able to receive the campaign.
SMS
The SMS channel can be selected when a campaign needs to be deployed via SMS or text message. To obtain a new sender short code, reach out to your account team. Your audience must also have a valid phone number as a contact value in order to be able to receive the SMS campaign.
Read more about SMS Campaigns
Two-Way SMS
Two-way SMS capabilities allow you to automate real-time customer conversations in the Zeta Marketing Platform, including quick-response surveys, mobile opt-in workflows, appointment confirmations, and more. This feature is available in Broadcast Campaigns and Experiences.
Two-Way SMS Campaigns
1. Create a new SMS Broadcast campaign.
2. Once a user replies to the SMS message, it will trigger the sms_reply event.
3. Once the event is triggered, a second SMS message will be sent as a confirmation message, for instance.
All SMS replies via the native SMS solution will appear in a person's journey as the event sms_reply.
Within the event, there are a variety of campaign-related properties based on the last sent campaign as well as the reply_text, which contains the customer's literal response.
Two-Way SMS Experiences
1. Select an Action Node and create a new SMS campaign.
2. Once a user replies to the SMS message, it will trigger the sms_reply event the same way it would for a regular broadcast campaign.
3. The user can also select sms_reply as an event under the Event Node section.
Reporting Metrics
Hard Bounce | This count represents those identified as invalid numbers by the mobile carriers (AT&T, Verizon, etc) |
Soft Bounce | This count represents those that are identified as valid numbers by the mobile carriers, but the specific handset could not be reached for 72 hours. |
Block | This count represents those that were suppressed downstream of the ZMP before reaching the mobile carriers. |
For more information on Reporting & Metrics, refer to Metrics & Dimensions.
Push
The ZMP can deploy push notifications via an integration with our Mobile SDK and Google's Firebase Cloud Messaging. For more information on setting up push notifications, reach out to your account team.
Webhook
The webhook channel allows you to deploy a campaign API request to any other service with an available API. This channel is only available for Trigger campaigns.
There are two request methods available: POST and PUT. The URL field should contain the URL of the API endpoint you intend to hit. Authorization can be added to the request as well, either with Basic authentication or header-based authentication.
Channel Manager
In addition to the above available channels, users can opt in to use the Channel Manager with CDP Plus, which allows for the use of additional custom channels in Experiences and Campaigns.
To know more about the Channel Manager, including setting up a new channel, click here.