communication overview
What is it?#
A communication is a sequence of customer engagement activities created to achieve one or multiple marketing objectives. These activities can involve multiple digital and offline (e.g. in-store) channels of engagement.
Types of Resul communications#
Resul supports 3 different methods of communication delivery:
| communication type | Description |
|---|---|
| Single dimension communication | A one-step delivery method without any follow-up actions. This communication type can be set up to use one or multiple channels of communications. |
| Multi-dimension communication | The multi-step delivery method that includes automated, sequenced communications delivered based on a brand-defined flow. Follow-up communications will be determined based on audience responses. For example, drip communications re-targeting audiences with reminders to open emails that remain unopened for a length of time. |
| Event trigger communication | A communication that is automatically triggered as a result of specific audience actions or activities (e.g., transactions, cart abandonment, specified website activity). |
Key communication metrics#
The Resul platform tracks and monitors three metrics related to every communication:
- Reach, which is the delivery to target audiences selected for the communication.
- Engagement, which is the audience interaction with delivered content. For example, this could be linked clicks on eDMs or SMS, likes or shares on Facebook posts and so on.
- Conversion, which occurs when the audience acts on the call to action prescribed with the communication, such as purchasing a product, registering for an event or downloading a document.