Part 1: Landing Pages
During campaign execution it is important to know the Marketing Permissions or Subscriptions for the contacts to be addressed. In this series of articles, we describe ways to make these kinds of information available in Hybris Marketing. Contacts can then be checked for the Permissions and Subscriptions they have granted.
There are four different procedures to get Permissions and Subscriptions into the system for further processing. One possibility is to include response elements in Landing Pages (Part 1 of this series). Furthermore, you can use CSV files with a preconfigured structure to upload Permission or Subscription data (Part 2). The recommended way to put huge amounts of data into the system is to use Web Services, especially the OData Service CUAN_IMPORT_SRV (Part 3). And eventually, you can perform an initial (one-time) import of Permissions and Subscriptions from your CRM system executing an ABAP report (Part 4).
Part 1: Including response elements in Landing Pages
During the creation of a Landing Page in Hybris Marketing, you can integrate checkboxes for Opt-ins, Opt-outs, and Newsletter Subscriptions.
Read more about Landing Pages here.
Further information about Landing Page Design you will find here.
Landing Pages are a feature of the Content Studio. Check this link for more details.
The most important thing in the design tab is to choose the Data Mapping type which can be either “Subscription” or “Submission”. A Subscription can be a Newsletter Subscription, but also the registration for an event. In a Submission, the contact can allow or refuse being contacted via a certain communication medium.
Imagine a marketing expert working for an online cat food store is setting up a Landing Page with the following Permission and Subscription checkboxes:
According to their intent, the first two rows are mapped as Permissions, the lower two rows as Subscriptions.
Now let’s have a look at the Data Mapping configuration.
As an example, the configuration of this line could be the following:
Explanation: In this case we ask the recipients to decide whether they want to give a general Permission to be contacted via email or not. If a recipient agrees, he or she will get an email to confirm this decision – this is referred to as “Double Opt-In”. If the recipient doesn’t agree, the Permission is not given, and the recipient won’t be asked again to affirm this decision. So this is a “Direct Opt-Out”.
In the second row, the text is “Please don’t contact me any more by phone.” So it wouldn’t make sense to set the Action if Selected to “Direct Opt-In” (and it would, of course, annoy the recipient). The type in this configuration could look like this:
Things are a little different when we have a Subscription instead of a Permission: The second field in the Data Mapping section is now labelled “Communication Category”. The document “Communication Categories and Limits” will inform you about this topic.
For example, a Communication Category can be a newsletter for a certain product or an invitation to an event.
The Data Mapping for our Tasty Cat Food Newsletter could look like this:
According to the reactions of the recipients, the Permissions and Subscriptions are recorded in the system. The usage of the Landing Pages – e.g. the number of Submissions and Subscriptions – can be analysed in the “Analytics” section . How exactly this works, you can see here.
The links below will lead you to further interesting blogs on topics related to Landing Pages and Subscriptions or Permissions:
(You can also watch the video contained in this blog on youtube: Email Newsletter with subscription landing pages and personalized product data)
Part 1: Landing Pages