Marketer's Space - Understanding Follow-up Campaign - Child Campaign

Hello,

In the previous post, we learned about chain campaigns and their relevance. We also looked at a user scenario that illustrated their impact.

In today’s post, we’ll be discussing child campaign.

A child campaign allows you to send a new email campaign to your recipients based on their actions in the parent campaign. Child campaigns are not sent as a sequence of emails like chain campaigns but instead a one-off email. You can also create a child campaign for another child campaign.

Depending upon the recipients' actions, child campaigns can be classified into three categories:

For opened recipients: This sends an email campaign based on the parent opens
For unopened recipients: This sends an email campaign based on the parent unopens
For clicked recipients: This sends an email campaign based on clicks

Let’s look at a user scenario to understand how a child campaign works...

Zylkerrooms is an online hospitality chain of hotels and living spaces. It runs an email campaign to promote its franchised dormitory for getaway-seekers. After having a great response from the recipients who booked the dorms, they send them a child campaign to refer friends and family to Zylkerrooms and get free stays for future reservations.

Tomorrow, we'll learn how to forward a campaign to contacts on another mailing list.