Off-Deck Campaign SOP

1. Campaign Nomenclature Guidelines: All Campaigns should follow the standard nomenclature mentioned while creating campaigns on CleverTap 

SAMPLE:  [Campaign channel]_[campaign type]_[Category name]_[ Affinity]_[Date]_[any special comment/mention if category wants(optional)]

Eg: 

• Push_Lifecycle_Wallet_1st_Cat_Diwali Promotion
• Push_Overide_Paytm-Money_Diwali Promotion_Nov12-2022
• Email_NA_Wallet_dormantUsers _Diwali Promotion
• Chat_Nodedupe_UPI_Diwali Promotion (in case of event-based campaign)
• SMS_Override_CL-PL_non transactor_Diwali Promtion_Discount_Nov12-2022

2. No Campaign would run on a never-ending, each campaign should have an ending date 

3. All Campaigns must have DND timings - No campaigns should be set up w/o DND Timings.

• Overrides/Lifecycle and Nodedupe Pushes - DND Timings are 10:00 pm to 7:00 am

• Event-based Push campaigns - DND timings are 10:00 pm to 12:00 pm

• Email campaigns - DND Timings are 10:00 pm to 7:00 am

• SMS campaigns - DND Timings are 8:30 pm to 10:00 am

4. All and any type of push campaigns must have these 4 compulsory user properties applied including journeys 

• paytm_push_reachability_new equals 1  ( is the user/device reachable by push )

• Is_customer_logged_out_flag not equals “True” ( this flag checks if the user is logged out from the app if he is logged out then push won't be sent to the device)

• Push_opt_out_paytm equals 0 ( this flag checks if the user has opted out or turned off his notification to receive any push we do not deliver to such users/devices)

• Current_stage not equal ONBOARDING, ONB_CHURN, REACTIVATION, REACT_CHURN & exclude New signup users + non app signups segments.

5. All  Campaigns must have a user capping. This means every campaign will have a cap to the maximum limit the campaign will go out to.

*Capping must be 100 if the segment size is >100

6. Every campaign reach should be checked by category before it is sent for approval 

7. Global Capping - Global capping is mandatory for all types of push campaigns

• Check - For Override, Lifecycle Pushes, and cross-sell event-based push campaigns
• Uncheck - For Nodedupe pushes

8. To have proper/accurate reports in dashboards for push campaigns, kindly mention these two things in custom key-value pairs for all your campaigns. Category name and Category ID can be checked here (CLM Category List)

CategoryId and CategoryName (Both have to be written in the same format kindly don't change CategoryName and CategoryId, there is no gap/space between these names)

• We have added two key-value pairs in Push campaigns to enhance Push measurement and optimize the campaign creation process. Now onwards the following KV pairs are supported in Push campaigns: 

• pushExtras_CampaignType
• pushExtras_Cohort

9. STICKY_Push Notifications

Device Compatibility - This feature will be only available for Android users. This feature will be only available for users on app version 10.38 and above.

Display Nature - Persistent Banner which is only dismissed when the user clicks on the ‘Dismiss’ CTA or long presses the PN. They don’t get dismissed with a simple swipe(left or right). 

CTAs - Dismiss CTA will come for sticky PNs by default. You can use one additional CTA like 'Recharge Now' if required.

Video demonstration of sticky push notification

How to set up Sticky Push Notifications on Clevertap?

To send sticky push notifications from Clevertap:

Go to the 'What' section of the campaign in Clevertap. Click on 'Continue Editing Message'.

• Scroll to the section 'Custom key-value pairs'. Add the following key-value pair to make the push notification sticky.

  • Click on  '+ Key Value Pair'

  • Type and Enter 'pushExtras_isOngoing' in the Keys text box and 'true' in the corresponding Values text box.

  • Check the 'Android' checkbox (as this feature is only available for Android devices)

• Scroll to the section 'Custom key-value pairs'. Add the following key-value pair to make the push notification sticky.

  • Click on  '+ Key Value Pair'

  • Type and Enter 'pushExtras_isOngoing' in the Keys text box and 'true' in the corresponding Values text box.

  • Check the 'Android' checkbox (as this feature is only available for Android devices)
    
    
    Use cases for Transactional Sticky Push Notifications:

    • Collections

      • Inform user who has opted for auto-debit to maintain sufficient balance in their bank account for auto-debit of Personal Loan EMI, Business Loan EDIs, etc

      • Inform users who have opted for UPI mandate to not exceed the UPI transaction amount limit for auto-debit of Personal Loan EMI

      • Inform users that their Postpaid spend limit will be deactivated / permanently blocked if the bill is not paid by the 7th of the month 

    • Reminders

      • PNs that remind users about upcoming bill due dates

  • Note: All product teams that plan to use the sticky notification feature need to take approval from the central notifications product team(Kinnari Gilganchi & Kritika Jain)

    Use cases for Promotional Sticky Push Notifications:

    • Recharges & Utilities

      • Payment Reminders: PNs that remind users about upcoming bill due dates

    • Security & App upgrade Alerts

      • Alert users about any suspicious or unauthorized activities on their Paytm account.

      • Alert users to upgrade their app for better user experience

    • App Feature Announcements

      • Introduce new features, enhancements, or improvements within the Paytm app

    • Promotional Events and Sales/ Exclusive Offers and Promotions

      • Inform users about upcoming promotional events, sales, or special events within the Paytm app

      • Notify users about exclusive deals, discounts, or cash-back offers.

  • Note: All growth teams need to get approval from the Central Growth Team(Suneet Singh Bhatia & Ritu Sharma) to send a sticky PN campaign. 

10. IMPORTANT

The CategoryName should be the same, eg: if you are writing Deals please use the same case across ( don't write deals, DEALS, DEals) this would be case sensitive. The same format has to be observed across all campaigns of your category for using this information further.

• Testing: Before sending campaigns for approval and scheduling testing is mandatory. 

• 

• Enable Custom Handle Webhook and select the below webhook for testing

[Paytm][India][Message][Test][Java] 

NOTE: Test can only be done between 7:00 am to 10:00 pm

• Enter your Cust ID and send a test to check the push notification on the device.

        All Campaigns must have a label ID that can be checked here (CLM Category List) mentioned in the                 campaign

11. Webhook: This is mandatory to enable a custom webhook for sending any type of push campaign. Without this, no campaign can be sent out.

Webhook Name: [PayTM][India][Message][Batch]

12. Adding conversion goals to all your push override campaigns is a must

13. Points to Remember

• All off-deck campaigns and journeys are required to be published by the CLM OPS team only mandatorily
• All Nodedupe Push campaigns must be Mutually Exclusive and there is no overlapping in the segments. All resp. Categories have to ensure while raising the ticket on the Fresh desk that campaigns are mutually Exclusive
• Average Delivery and Acquiry is 50-60% of any campaign in push
• All Promotional SMS and Whats app campaigns required HOD approval of the use case and the cost 
• All No Dedupe push campaigns are aligned post 1 pm 
• All Override push campaigns are aligned from 9:00 am to 10:30 am
• All Lifecycle push campaigns are aligned from 11:00 am to 11:30 am
• Lifecycle Push campaigns do not have any segments included. These campaigns run based on the users **affinity
• Chat Pushes do not support personalization
• The content of the push should be in alignment with the offer for which the campaign has been approved, please don’t use generic content as these are special approvals
• Users can only get only one push in a week for the same offer/category so the audience should be segregated in the same fashion.
• Approval for SMS, email, WhatsApp, chat, push ( override, no dedupe, and event-based push ), journeys and reminders are required 
• Please Raise a Ticket on FreshDesk using the link it is mandatory to follow the below format while raising tickets for campaign alignment on FreshDesk.
• SUBJECT LINE: Campaign Channel | Date | Campaign Type | Category Name - Campaign Subtype or Specification Eg: Push | 19-April-2023| Override | PFCC | HDFC Renewal 
• Please initiate a new email thread for every date. If campaigns for the next day are sent on the same email thread sent today will not be executed.
• Any changes/additions in the same-day campaign can be put in the same-day ticket for the same channel
• Please mention the approval document link in each email along with the row and column details. Eg: UPI Traffic Allotment | https://docs.google.com/spreadsheets/d/1gP49rNVeQUTMNS0Lk6JZNut347-HKsvPlxDo17tGR9g/edit#gid=2072161393 | Nodedupe Event based Push | Approval Row #3 

14. Format for sharing campaign details:

15. Event-Based Pushes and Journeys - Approvals are required on Traffic Approval Sheets with clear segment logic

16. Please check Global frequency capping from the traffic approval sheet for event-based and journey campaigns 

17. The deadline is 3:00 PM for sending any campaign the previous day for the next day's campaigns( in case of the weekend it is 3:00 PM every Thursday till Monday campaign) 

18. Compulsory User Properties to be used in e-mailer campaigns 

19. Please ensure that campaign managers check campaigns once the Ops team confirms that campaigns are scheduled as this is a collaboration. Any miss or any anomalies should be reported on time for any corrective actions

20. Please exclude the segment ‘{Email Dormant Users_Last 90 Days][April 13'2023]' mandatorily from all email campaigns

21. What's app campaign SOP document can be checked here — SOP Document

22. Push Notification Content Guidelines  - Push notification content guidelines can be checked here

23. Multiple CTA and Formatted Push Guidelines - Setting up Push Notifications with Multiple CTA and colored push guidelines can be checked here - Please always attach test SS when campaign content is in rich text or HTML. Also, mention which campaigns are targeted only to Android users.

24. Off-Deck Campaign Channels

• Push

• Chat

• SMS

• Email

• Whatsapp

25. Off-Deck Campaign Types

• Override

• Lifecycle

• No dedupe

• Event

• Journeys

• Reminders

**Lifecycle Push Campaign Affinity

• 1st_Cat (in case of Lifecycle push)

• 2nd_Cat (in case of Lifecycle push)

• 3rd_Cat (in case of Lifecycle push)

• 30 days active users 

• Nonactive users 

• Dormant users 

• As per category requirement ( the base or affinity used )

26. Character Limit for Various Types of Campaigns 

27. IMPORTANT WEBHOOKS:

28. Approval Process for Campaigns 

• All approvals should be taken in the last week of every month from the CLM Traffic team. 

• All approvals must be by mail, and documented for future reference and alignment. Any approvals taken by any other mode should also be mentioned in the mail with screenshots 

• While taking approval for better evaluation please mention

• Content

• Type

• Channel

• Landing Page

• User logic

• Segment Logic

• Volume

• Frequency

• End and Start Date

• Past open rates and conversion

29. Please make sure to include the following LABEL when scheduling a campaign for Paytm-Deals on CT:

• - restaurant_deals_v1

• - gift_vouchers_deals_v1

• - loyalty_deals_v1

• - cashback_points_deals_v1

• - Gprc_deals_v1

Additionally, going forward if there are any new additions to the categorization then please keep informed to CLM and OPS team. We will create a LABEL for the end user consumption and data processing.

Off-Deck Campaigns-Set up/QC Process for PAYTM-Deals categorization

Video Link