Understanding Campaigns vs. Workflows

In OptiKPI, both campaigns and workflows play crucial roles in driving engagement and achieving marketing goals. However, their applications and functionalities serve different purposes within your marketing strategy. Understanding when to use each can significantly enhance your operational efficiency and campaign effectiveness.

Campaigns 

Campaigns in OptiKPI can be static and scheduled or dynamic, adapting to customer behavior through event triggers. This flexibility allows for both broad messaging at predetermined times and more targeted, responsive communications triggered by specific customer actions.

When to Use:

• Use scheduled campaigns when you have a clear, time-bound marketing objective that isn’t dependent on immediate user actions, such as promoting a seasonal sale or sending a monthly newsletter.
• Utilize event-triggered campaigns to respond instantly to customer behaviors. This is ideal for engaging customers who perform specific actions, like visiting a product page, abandoning a cart, or completing a purchase.

Scheduled Campaign Use Case:

• Holiday Promotion: Set up a campaign to promote a major holiday sale, sending out emails to all users a week before the event to maximize awareness and participation.

Event-Triggered Campaign Use Case:

• Deposit Incentive Campaign: This campaign initially targets a broad segment of customers who have shown an interest in high-stake games but have not deposited money recently. The campaign is set to activate a special message or offer only when one of these customers makes a deposit. For instance, once a targeted customer deposits money, they immediately receive a follow-up email or notification thanking them for the deposit and offering them a free entry into a high-stake tournament. This encourages further engagement and capitalizes on the customer’s renewed activity.

Workflows

Workflows in OptiKPI are automated processes that trigger actions based on specific customer behaviors or milestones. These are more dynamic and continuous than campaigns and are driven by user interactions.

When to Use:

• Use workflows for ongoing engagement where actions are triggered by user behaviors, such as onboarding new users, re-engaging inactive users, or moving a customer through a sales funnel.
• Workflows are ideal for personalizing experiences and responding in real-time to user activities.

Example Use Case:

Onboarding New Customers: A workflow that begins when a new customer signs up. The workflow can automate a series of welcome emails, tips on using the platform, and special offers to enhance customer engagement. If the customer does not activate their account within a week, the workflow could trigger a reminder email or a discount offer to encourage activation.

Key Differences Between Campaigns and Workflows

The table below outlines the distinct functionalities and purposes of campaigns and workflows within OptiKPI. Understanding how and when to utilize each feature will significantly enhance your campaign effectiveness and operational efficiency.

Feature	Campaigns	Workflows
Purpose	One-time or scheduled communications designed to promote, inform, or engage customers.	Automated, rule-based sequences that trigger actions based on customer behavior.
Trigger Type	Time-based or event-based (e.g., a scheduled email blast or triggered SMS).	Event-driven (e.g., a customer deposit, inactivity, or a loyalty milestone).
Execution Style	Sends messages once or on a recurring schedule.	Runs continuously, executing actions when predefined conditions are met.
Customer Journey	Focuses on single-touch engagements (e.g., a promotional offer, seasonal sale).	Designed for multi-step interactions, guiding customers through personalized journeys.
Target Audience	Defined when setting up the campaign; remains fixed unless manually updated.	Dynamically updates as customers enter or exit based on behavioral conditions.
Customization	Allows A/B testing, audience segmentation, and content variation.	Supports complex branching, conditional logic, and long-term engagement flows.
Use Cases	Flash sales, event promotions, announcements, and one-time customer outreach.	Onboarding sequences, retention campaigns, reactivation flows, and lifecycle automation.