What Is Campaign Creation and When Should I Use It?

Overview

Campaign creation in EVA Conversion Intelligence is the process of building and sending a one-time email or SMS message to a selected audience.

A campaign is:

Campaigns are used when you want controlled communication to a specific group at a specific moment.

They are different from automated flows, which run continuously based on behavioral triggers.

Understanding this distinction ensures your communication strategy remains structured and intentional.

Step 1: Understand What a Campaign Is

A Campaign is a one-time outbound message.

It allows you to:

Campaigns are manually initiated. They do not automatically trigger when customers take an action.

Examples of campaign use cases:

The key characteristic is that the message is sent once to a chosen audience.

Step 2: Decide Whether to Use a Campaign or a Flow

The difference between a campaign and a flow is how the message is triggered, not the topic of the message.

Use a Campaign when:

You may still send lifecycle-style messages (for example: “Recent purchasers” or “New subscribers this month”) as a campaign, as long as it is a one-time send.

Use a Flow when:

Simple Decision Rule

If you are asking:

“Who should receive this message right now?” → Use a Campaign.

If you are asking:

“What should happen every time someone does X?” → Use a Flow.

Step 3: Understand the Core Structure of a Campaign

Every campaign in EVA is built using four structural components.

1) Channel Selection

Choose how the message will be delivered:

Channel selection determines formatting, compliance rules, and engagement tracking.

2) Audience Selection

Define who will receive the message using:

Audience logic ensures campaigns are targeted and relevant rather than broad and unfocused.

3) Content Creation

Build the actual message.

For Email campaigns, this includes:

For SMS campaigns, this includes:

Content is the core revenue driver of the campaign.

4) Scheduling & Delivery

Choose when the campaign will be sent:

Once scheduled or sent, the campaign moves through status stages that define its operational state.

Step 4: Understand Why Campaign Creation Matters

Campaigns are a direct revenue activation tool.

They provide:

Control

You choose timing and audience intentionally.

Precision

Audience filters reduce irrelevant communication.

Revenue Acceleration

Campaigns create short-term performance spikes.

Testability

You can test messaging, offers, and targeting strategies.

Measurable Impact

Every campaign generates performance data that can be evaluated.

Campaign creation is one of the most immediate levers for driving store performance.

Step 5: Understand the Campaign Lifecycle

Every campaign moves through defined operational states:

Draft → Scheduled → Sent

Each state represents a different execution phase:

The campaign is editable and not yet queued.

The campaign is locked and queued for delivery at a specific time.

The campaign has been delivered and performance metrics are available.

This lifecycle ensures clarity in execution and measurement.

Step 6: Strategic Best Practices Before Sending

Before launching a campaign, confirm:

Campaign effectiveness depends on alignment between audience, timing, and offer.