Marketing Campaigns

1. Introduction — Intelligent marketing
2. Campaign architecture
3. Delivery channels
4. Campaign lifecycle
5. Creating a campaign
6. Templates and content
7. Scheduling and sending
8. Metrics and analytics
9. Administration and advanced analytics
10. WEBA AI integration
11. Connection with other modules
12. Business use cases
13. Troubleshooting & FAQ
14. Glossary

Introduction — Intelligent Marketing

The GoWeBa Campaigns module lets you create, schedule, and send mass communications to your CRM contacts. Natively integrated with the CRM, it leverages your segments, tags, and history for hyper-targeted campaigns.

Key Benefits

Campaign Architecture

Each campaign is a complete record containing all the information needed for sending and tracking.

Data Structure

Relationships

• A campaign belongs to an organization.
• A campaign is linked to a notification template (optional).
• A campaign is created by a user.
• A campaign generates notification logs for individual tracking.

Delivery Channels

EMAIL Channel — The Pillar

Email remains the most widely used marketing channel. GoWeBa offers:

• Rich HTML templates via the Studio (Module 09).
• Personalization with contact variables (first name, company, etc.).
• Open and click tracking.
• Automatic unsubscribe handling.

Campaign Categories

Campaign Lifecycle

The 5 Statuses

Flow Diagram

DRAFT → SCHEDULED → SENDING → SENT ↓ (or directly) ↓ DRAFT → SENDING → SENT DRAFT/SCHEDULED → CANCELLED Two possible paths:

• Immediate send: DRAFT → SENDING → SENT
• Scheduled send: DRAFT → SCHEDULED → SENDING → SENT
• Cancellation: From DRAFT or SCHEDULED only ⚠️ A campaign currently being sent (SENDING) cannot be cancelled. Cancel before launch.

Creating a Campaign

Step by Step

1. Navigate to Campaigns in the main menu.
2. Click + New Campaign.
3. Enter the campaign Name (e.g., "Summer 2026 Promo").
4. Add an optional Description for your internal notes.
5. Select the Channel: EMAIL (default), SMS, IN_APP, or PUSH.
6. Choose the Category: MARKETING or TRANSACTIONAL.
7. Optionally link an existing notification Template.
8. Save — the campaign is created in DRAFT status.

Selecting Recipients

Recipients are selected from your CRM contacts. You can target:

• All contacts in the organization.
• A specific CRM segment (e.g., "Quebec Clients").
• Contacts with a specific tag (e.g., "VIP").
• A custom list of contacts. 💡 The finer your segmentation, the better the engagement rate. WEBA can suggest the best segment for your campaign.

Campaign Form

Templates and Content

GoWeBa campaigns use the notification template system, which can be enhanced via the Creative Studio (Module 09).

Linking to Templates

• Each campaign can be linked to an existing NotificationTemplate.
• The template defines the content, formatting, and variables.
• If no template is linked, you can write the content directly.

Personalization Variables

Content Best Practices

• Catchy subject line: 6–10 words, personalized if possible.
• Concise content: One clear call-to-action (CTA).
• Mobile-first: 60% of emails are read on mobile.
• A/B testing: Create 2 variants to compare performance.
• Footer: Unsubscribe link is mandatory (auto-added by GoWeBa). 💡 Ask WEBA: "Write a catchy email subject line for my summer candle promo." The AI will suggest several optimized options.

Scheduling and Sending

Immediate Send

1. From the campaign in DRAFT status, click Send Now.
2. Confirm the send in the dialog box.
3. The campaign moves to SENDING then automatically to SENT.
4. Metrics update in real time.

Scheduled Send

1. From the campaign in DRAFT status, fill in the Scheduled Date.
2. Click Schedule Send.
3. The campaign moves to SCHEDULED.
4. At the scheduled date and time, GoWeBa automatically launches the send.
5. The campaign moves to SENDING then SENT.

Cancellation

You can cancel a campaign in DRAFT or SCHEDULED status:

1. Open the campaign.
2. Click Cancel Campaign.
3. Confirm — the campaign moves to CANCELLED. ⚠️ You cannot cancel a campaign already being sent (SENDING).

Metrics and Analytics

GoWeBa tracks 6 key metrics for each campaign, giving you a complete view of your communication performance.

The 6 KPIs

Derived Rates

Visual Dashboard

The Campaigns interface displays a bar chart (Recharts) showing:

• Sends, deliveries, opens, and clicks side by side.
• Time-based trends for recurring campaigns.
• Cross-campaign comparisons to identify best practices. 💡 Compare your open rates across campaigns to identify the best-performing subject lines and optimal send times.

Administration and Advanced Analytics

Administrator View

Administrators access an enhanced campaign view via Admin → Campaigns with additional features:

• Global view of all organization campaigns.
• Advanced analytics charts with time-based filters.
• Notification template management.
• Access to detailed per-campaign send logs.

Notification Logs

Each send generates a log (NotificationLog) containing:

• The recipient (CRM contact).
• The channel used.
• The send timestamp.
• The delivery status.
• Open and click events.

Audit and Compliance

• Complete history of all campaigns sent.
• Traceability of the user who created each campaign.
• Automatic unsubscribe management.
• Compliance with anti-spam laws (CASL, CAN-SPAM, GDPR).

WEBA AI Integration

Intelligent Automations

• Send-time optimization — WEBA analyzes historical open times.
• List cleaning — WEBA identifies recurring bounce addresses.
• Post-campaign summary — WEBA generates a text-based performance report.
• Content suggestions — Based on the best-performing campaigns.

Connection with Other Modules

Business Use Cases

Case 1 — Monthly Newsletter

Context: Émilie sends a monthly newsletter to her 500 contacts.

1. Émilie creates a template in the Studio with her brand header.
2. She creates a "May 2026 Newsletter" campaign linked to that template.
3. She selects the "Newsletter subscribers" segment in the CRM.
4. She schedules the send for the first Monday of the month at 9:00 AM.
5. After the send, she checks the KPIs: 45% open rate, 8% click rate.
6. WEBA suggests: "Your Tuesdays at 10 AM have a better open rate."

Case 2 — Flash Sale

Context: Marc launches a 24-hour flash sale on his store.

1. Marc creates a "Flash Sale –30%" campaign for immediate send.
2. He targets the "Active clients last 90 days" segment.
3. The email contains a direct link to the store (Module 12).
4. In 24 hours, he sees 62% open rate and 15% click rate — a record!
5. WEBA analyzes: "45% of clicks came from the 6–8 PM time slot."

Case 3 — Automated Onboarding

Context: Julie welcomes her new clients with a 3-email sequence.

1. Julie creates 3 campaigns: Welcome (Day 0), Discovery (Day 3), Special Offer (Day 7).
2. Each campaign targets contacts with the "New client" tag.
3. The campaigns are scheduled in cascade through the funnels (Module 11).
4. Metrics show a 22% conversion rate on the Day 7 offer.

Troubleshooting & FAQ

Q: My campaign is stuck in SENDING status

• This is normal for large lists — sending is progressive.
• Check the "Total sent" counter, which increments over time.
• If stuck, contact support — it may be a channel quota issue.

Q: The open rate is 0%

• Some email clients block tracking pixels.
• Check that your emails are not landing in spam.
• The actual rate is often 20–30% higher than the displayed figures.

Q: I cannot schedule in the past

The scheduled date must be in the future. For an immediate send, leave the date blank and use "Send Now".

Q: How do I target only contacts who did not open?

Create a CRM segment based on non-engagement, then create a campaign targeting that segment. WEBA can automate this segmentation.

Q: Can I edit a scheduled campaign?

Yes, as long as it is in SCHEDULED status. Cancel it, make changes, then reschedule.

Q: How do I comply with CASL / CAN-SPAM?

• GoWeBa automatically adds an unsubscribe link.
• Unsubscribed contacts are excluded from MARKETING campaigns.
• TRANSACTIONAL campaigns are still sent (confirmations, receipts).

Glossary