Marketing Agent automatically creates campaign plans based on your goals. You simply set the goals and approve the plan, and the agent takes care of everything from preparing broadcasts to executing them.
What Is a Campaign Plan?
A campaign plan is the agent's proposal that organizes several upcoming message broadcasts along a timeline.
The agent analyzes your past broadcast results, customer reactions, seasons and events, and the goals you have set, then proposes when, to whom, and what content to deliver in a single list. Once you approve the plan, the agent moves forward with preparing each broadcast.
Planning corresponds to the "orchestration (planning and broadcast preparation)" stage of the GOALS model. Your part is to do two things: set the goals and approve the proposed plan.
What a Plan Includes
A campaign plan brings together a summary of each proposed broadcast in a single list.
| Item | Details |
|---|---|
| Broadcast date | The date and time slot for the broadcast (proposed with reference to past reaction data) |
| Initiative content | The theme and key selling points of the broadcast |
| Recipients | The Segment to deliver to, along with its estimated number of recipients |
| Rationale | The reason for proposing this initiative |
Recipients are proposed as a Segment that narrows down friends by conditions. A Segment is a different concept from the tags you attach to friends; the agent builds the conditions to match your goals.
Letting the Agent Handle the Plan
When you set a goal, the agent automatically creates a campaign plan. If you would rather have it created manually, you can request one from Chat.
Setting a Goal and Letting the Agent Handle It
When you set a goal under Goal in the control center, the agent proposes a campaign plan aimed at achieving it. For how to set goals, see the article on setting goals.
Requesting It from Chat
In the Marketing Agent chat, tell the agent something like "Create a campaign plan for next month," and the agent will create the plan. You can switch between chat modes depending on the situation.
| Chat mode | Best suited for |
|---|---|
| Auto | When you want the agent to switch between proposing and creating depending on the situation |
| Create | When you want a draft or first version made right away |
| Consult | When you want to prioritize sorting out your direction or brainstorming |
Example of a Proposed Plan
The agent presents concrete broadcast proposals based on your goals and its analysis results.
The agent notifies you with something like "I have created a campaign plan" and proposes a list such as the following.
| Broadcast date | Initiative | Recipients |
|---|---|---|
| Thu 4/3 | New spring arrivals announcement | All friends |
| Thu 4/10 | Repeat-customer-only offer | Buyers Segment |
| Thu 4/17 | New-season support campaign | All friends |
| Thu 4/24 | Pre-holiday sale announcement | Highly responsive friends Segment |
Data Used to Build the Plan
The agent analyzes data such as the following to put the plan together.
- Open rates and click rates of past broadcasts
- The relationship between broadcast frequency and customer reactions
- The timing of seasons and events
- The goals you have set and your current progress
- When Shopify is integrated, product and inventory status
Approving and Adjusting the Plan
When a plan arrives, review the content and either approve it as is or request adjustments through Chat.
| Action | What the agent does |
|---|---|
| Approve | Moves forward with preparing each broadcast according to the plan |
| Request adjustments through Chat | Changes the broadcast date, content, recipients, and so on, then proposes again |
Approving the plan does not send any broadcast at that point. The agent asks for approval again before each broadcast is sent. In the approval step, you choose either Approve or Cancel.
What Happens After You Approve the Plan
Once you approve the plan, the agent proceeds in order from preparing each broadcast to reporting the results.
After approval, the agent generally works through the following flow.
| Timing | What the agent does |
|---|---|
| Before the broadcast | Automatically creates the broadcast text, recipient Segment, images, and so on |
| Just before the broadcast | Notifies you with a preview and asks for approval to send it |
| At broadcast time | Sends the approved broadcast at the scheduled time |
| After the broadcast | Analyzes the results and reports them via notification |
Sending each broadcast requires your approval every time. No broadcast that you have not approved will ever be sent.
Changing the Plan
Even after a plan is approved, you can change it at any time before preparation of a broadcast begins.
Tell the agent something like "I want next week's broadcast to have a different theme" or "I want to make the broadcast frequency every other week." The agent will rebuild the plan and confirm the changes with you.
Once preparation of a particular broadcast has begun, the focus shifts to adjustments at the level of that individual broadcast. The earlier you share your direction, the easier it is to reflect it across the entire plan.
When Things Are Not Working
If a plan does not appear or the content does not fit, you can resolve it in the following ways.
- If no plan is proposed: Set a goal, and the agent will automatically create a plan. You can also request one in Chat by saying "Create a campaign plan"
- If the content of the plan does not fit: Tell the agent your direction through Chat. The agent will propose alternatives based on the data
- If you want to change the broadcast frequency: Share your preference, such as "Broadcasts no more than once a week" or "I want every other week," and the agent will rebuild the plan under those conditions