Introduction

The integrated solution of Carma Marketing Hub and Optimove helps increase customer engagement and spend by using predictive customer modeling to personalize email and SMS customer marketing campaigns.

Marketers use Optimove to plan their customer marketing campaigns based on advanced customer segmentation. Using Optimove’s customer modeling system, marketers are able to easily discover and define interesting groups of customers to target – groups that the company’s marketers wouldn’t have been able to identify and target otherwise.

The marketing team develops the particular offers or incentives they want to send to each target group of customers, and then schedules the campaigns in Optimove.

How the Integration Works

Overview

Optimove connects with the Carma API to retrieve the available email/SMS templates from each Carma “project.” This allows marketers to select the desired Carma “trigger” (email template) while scheduling an email campaign within the Optimove UI.

On the day that an email campaign is scheduled to run, the Optimove software generates the specific list of customer IDs to receive the campaign (based on the most up-to-date segmentation data). Optimove then notifies Carma of the pending campaign by sending a message to an “event listener” that was previously deployed by Carma and registered with Optimove via API. Carma calls the Optimove API in order to retrieve the campaign details (customer ID list, Carma trigger ID and scheduled send time). Carma then sends out the campaign.

The following steps are required to enable this integration:

1. Connecting Optimove to the Carma API

In order for Optimove to connect to the Carma API, the Optimove integration staff must receive the following details provided by the marketer:

  • API URL
  • Carma Customer ID
  • User Name
  • Password

Who does it: Optimove sets this up in the software, using the details provided by the marketer.

2. Registering the Carma Event Listener with Optimove

In order for Optimove to notify Carma when a campaign is ready, Carma must register an event listener URL with Optimove via the Optimove API. Each Carma customer requires its own listener URL.

Who does it: Carma staff

3. Using the Joint Optimove-Carma Solution to Create and Send Email Campaigns

Retrieving the List of Email Templates

When the marketer sets up an email campaign in Optimove to be sent via Carma, Optimove retrieves a list of all available projects and templates (Carma “triggers”) via Carma’s API. The marketer selects the desired template for the campaign from a drop-down list and can also view a preview of the email itself from within Optimove.

Scheduling an Email Campaign in Optimove

The marketer sets up a Carma email campaign by creating a campaign in Optimove (aimed at a particular Target Group on a particular date or sequence of dates). After selecting Carma Email as the campaign’s execution channel, the marketer must specify the desired Carma project, Carma template (“trigger”) and time of day.

Important Note

Each Optimove campaign can only be attached to a single Carma project. Multi-template campaigns can be sent so long as all the templates exist within the same Carma project, but cross-project campaigns are not supported.

Who does it: the marketer

4. Using the Joint Optimove-Carma Solution to Create and Send SMS Campaigns

Retrieving the List of SMS Templates

When the marketer sets up an SMS campaign in Optimove to be sent via Carma, Optimove retrieves a list of all available projects and SMS templates (Carma “triggers”) via Carma’s API. The marketer selects the desired template for the campaign from a drop-down list and can also view a preview of the SMS itself from within Optimove.

Scheduling an SMS Campaign in Optimove

The marketer sets up a Carma SMS campaign by creating a campaign in Optimove (aimed at a particular Target Group on a particular date or sequence of dates). After selecting Carma SMS as the campaign’s execution channel, the marketer must specify the desired Carma project, Carma template (“trigger”) and time of day.

Important Note

Each Optimove campaign can only be attached to a single Carma project. Multi-template campaigns can be sent so long as all the templates exist within the same Carma project, but cross-project campaigns are not supported.

Who does it: the marketer

Automatic Campaign Execution

Once Optimove has prepared the campaign data on the scheduled execution date, the Optimove software notifies Carma that a new campaign is ready, via the registered event listener. The Carma software then retrieves the campaign details (template, time of day and customer ID list) from Optimove’s API. Carma then executes the campaign to the specified customers at the specified time of day.

Who does it: the Optimove and Carma software do this automatically