3.3. Actions

A/B test

Allows you to conduct A/B testing, i.e., create different continuation variants of a campaign chain. This helps identify the best-performing campaign variant to use going forward.

In the field Randomly distribute the specified number of customers, enter the number of customers on whom the test will be conducted. These customers will be evenly distributed across all branches. The most effective variant will then be selected. For example, if 500 is entered, the first 500 customers will be evenly distributed among all branches, and all subsequent customers will be directed to the winning branch.

In the field Criteria for selecting the winning variant, specify the metric used to determine the best variant. The winner will be the variant with the highest number of opens/clicks/orders.

The field Results evaluation period, days allows you to delay evaluation of customer actions. For example, if 7 days is specified, opens/clicks/orders during the first 7 days will not be counted toward determining the winner.

The checkbox Enable test restart allows you to reset results from previous tests. If enabled, you must fill in one of the following fields:

• Restart period, days;
• Restart period, hours.

To create branching variants, add child actions. You can define two or more different variants.

A/B test example:

Refresh filter

Used when a filter (Filter customers) was already applied earlier in the action chain and now needs to be updated—avoiding duplication of the filter definition.

Usage example:

• Filter customers—for instance, include everyone who made 1 order.
• Send them an email.
• Wait 30 days.
• Refresh the filter (new buyers may have appeared during this time).
• Send them another email.

Other actions may occur between Filter customers and Refresh filter.

Like Filter customers, Refresh filter splits the incoming flow into two scenarios:

• Positive — marked with a green plus. Includes all customers meeting the filter conditions;
• Negative — marked with a red minus. Includes all customers not meeting the filter conditions.

For example, the filter selects all customers who will receive an SMS. All others (via the red-minus branch) receive an email.

Branches can later be merged again into a single common action if needed.

Select customers from segment

Allows you to select customers belonging to a specific predefined segment.

Audience actions

Allows you to add to audience or exclude from audience customers during campaigns.

Select the desired audience name from the dropdown list. To create a new target audience, enter a Name in the Audience actions settings window and click Create audience (see image on the right). A new target audience will be created and selected.

If needed, check the box Send audience list to Loyalty Program. If Loyalty Program integration is configured and supports audience list transfer, the list will be automatically sent to the Loyalty Program upon inclusion.

Example:

1. Create an audience named "Wants to buy iPhone 13".
   2. This list is automatically sent to the Loyalty Program.
   3. In the Loyalty Program, you can set up a rule for these customers—for example, offer a gift if they purchase an iPhone 13.

The Exclude from audience option removes a segment from the audience. Select the audience to exclude from the dropdown list. Exclusion can also be sent to the Loyalty Program.

To skip actions for control group customers, check Ignore control group customers.

Control group

Allows you to designate a control group of customers during campaigns. The control group consists of potential campaign participants who are not exposed to communications or campaign mechanics. However, campaign metrics are calculated for them just as for the main group receiving communications.

Image 1	Image 2

Enter an action description and select a control group determination method:

• Specify size (see Image 1). This option displays the following fields:
• Control group size: specify the percentage of the campaign participants that will not receive communications.
• Stratification parameters: optionally, use stratification—proportionally dividing the campaign participants into subgroups (strata) by a specific attribute (e.g., age, gender, registration date). Then, within each subgroup, assign customers to main and control groups. Add one or more stratification parameters by clicking Add parameter. A modal window with control group configuration settings will open. Read more about stratification here.

• Use audience (see Image 2). This option displays the Audience as control group field. Select a target audience from the dropdown list to serve as the control group.

Example campaign:

Award points

Allows awarding internal points to customers for actions in the system.

Examples:

• Visited website — 3 points;
• Made a purchase from an email — 5 points;
• Bought at a store — 20 points.

Points can also be deducted. For example, if a customer hasn’t made any purchases in three months—deduct 50 points.

In the Number of points field, enter a positive number (to award) or a negative number (to deduct). For example, you can award -10 points:

Accrue bonus points

Allows accruing bonus points in the Loyalty Program.

Specify the number of bonus points to accrue, expiration period (if the LP supports bonus expiration), and legal entity. Optionally, add an accrual description.

Limit number of participants

Limits the number of customers for whom actions in the chain will be performed. The limit applies to the entire campaign. Once the specified number is reached, the campaign stops.

In the Period dropdown, select the timeframe for the limit:

• All time,
• One campaign launch,
• Day,
• Week,
• Month,
• Year.

Limit poll 

Sets the maximum number of customers who can complete a poll previously created in the Polls section.

In the Survey field, select a survey from the dropdown list. Then choose one of the following limit types:

• Total limit: the specified number defines the total number of survey participants.
• Per point of sale: the specified number applies separately to each registered point of sale.

To specify how many customers to survey at once, check the corresponding box and enter the number.

Send SMS

Sends an SMS message to the customer.

*Viber access is restricted in the Russian Federation. Usage in other countries is subject to local laws.

SMS message window without Viber:

Window with Viber enabled:

You can use macros in the message text.

You can also specify a messaging campaign category to send the message only to interested customers.

Delivery management

By default, SMS messages are delivered only during the system-defined allowed time window (e.g., 9:00 AM to 9:00 PM). If the recipient’s local time is outside this window, the message waits in the queue until the next valid delivery window.

The Deliver immediately checkbox bypasses this rule, sending the message instantly regardless of the recipient’s local time. This is useful when customers are in multiple time zones.

Send push

Sends a push notification to the customer.

Fill in the required fields:

• Message title.
• Message text. You can use template engine macros.
• Sections My discounts and Offer type. Loymax Smart Communications also supports In-app notifications. When using this option, you can select My discounts or Offer type in the push editor, and choose Push + Notification in the Send section.

• Specify an external link or deep-link to redirect the customer to another resource or app page.
• In the Send section, choose:
• Push;
• Notification;
• Push + Notification.
• Check Deliver immediately to send the push instantly, ignoring the recipient’s local time.
• You can specify a messaging category to target interested customers.
• Set the message lifetime in hours, days, or minutes.

Send email

Sends an email to the customer.

• Specify the sender name and email address.
• Optionally, set a reply-to address by clicking the link and entering an email.
• Fill in the subject and message body. You can use email templates and formatting options.
• Attach files by clicking Upload.
• Add a UTM tag to track online campaigns. If set, it will be appended to all links in the email.
• Specify a messaging category to target interested customers.
• Set the message lifetime in hours, days, or minutes.
• Check Deliver immediately to send the email instantly, ignoring the recipient’s local time.
• Check Use fast delivery to send via a dedicated mail server for urgent messages (e.g., promo codes). Limited to 200 fast deliveries per day.
• After configuration, send a test message by clicking Send test message, entering a name and email, and clicking Send.

Send notification

Sends an In-App notification to the customer. In-App notifications are personalized messages displayed inside the mobile app or website during use.

Fill in the required fields:

• Message title.
• Message text. You can use template engine variables and macros.
• Specify an external link or deep-link to redirect the customer.
• Optionally, upload an image.
• If Communication policies are enabled, select a policy from the list.
• Set a priority for the message.
• Check Deliver immediately to send instantly, ignoring the recipient’s local time.
• Specify a messaging category to target interested customers.
• Set the message lifetime in hours, days, or minutes.

Example campaign:

 Filter customers

Defines which customers the next action will apply to. For example, you can apply the next action only to customers with both SMS and email subscriptions active.

The Filter customers action allows defining separate paths for customers who match the filter and those who do not—splitting the flow into two scenarios:

• Positive — marked with a green plus. Includes all customers meeting the filter conditions;
• Negative — marked with a red minus. Includes all customers not meeting the filter conditions.

For example, the filter selects customers to receive an SMS. All others (via the red-minus branch) receive an email.

Branches can later be merged into a single common action.

For more details on filtering, see Creating a new segment.

Wait

Wait until date

Delays the next action until a specified date.

The next action executes at 00:00 on the specified date (according to the time zone set in Settings > General settings > Contact details > Time zone).

Show PopUp

Configures a popup message for customers who perform a specific trigger action.

Within this action, you can define:

• Name or title of the popup;
• Subtitle;
• Message text and button text;
• Optionally, add an image;
• Trigger action — the event that activates the popup (e.g., app/site login);
• Trigger value — optional; specifies the trigger context (e.g., which catalog section was opened);
• Popup action — defines what happens when the popup is interacted with (e.g., navigate to cart);
• Popup action value — optional; specifies the action context (e.g., product or section);
• Primary color code — matches brand guidelines;
• Secondary color code — matches brand guidelines;
• Promo code — if the popup includes a promo code;
• Lifetime — popup duration in hours, days, or minutes.

Campaigns with Show PopUp are created in advance using the Recurring date trigger, which sets the popup creation time.

The lifetime defined here controls how long the popup remains active, while the trigger action determines when it appears to the customer.

For example, if the start date is July 26 at 00:02 with daily recurrence, and the popup lifetime is 1 hour, the PopUp will be generated on that date and shown for one hour to customers who perform the trigger action before 01:02 on July 26.

An additional filter applies based on mobile app communication permissions.

Thus, a Show PopUp campaign looks like this:

Only one popup can correspond to a single trigger action per customer. If multiple popups are scheduled for the same trigger, only one will display. However, you can create one campaign (with the same trigger) containing multiple chains with different filters.

Check email status

Used after Send email to create different follow-up paths based on customer response.

Possible email statuses:

• Not delivered;
• Delivered, not opened;
• Opened, no click;
• Opened, clicked.

Action setup:

1. Create a Check email status action.
   2. Add the required number of child actions.
   3. Edit Check email status and assign a criterion (customer response) to each branch.

Example:

Send email, wait 5 days, then check status:

• If opened and clicked → accrue bonus points;
• If delivered but not opened → send SMS;
• If not delivered → resend email.

To configure this, add three child actions to Check email status:

• Accrue bonus points;
• Send SMS;
• Send email.

Then edit Check email status and assign criteria:

Resulting campaign chain:

Notify manager

Sends an email to a Smart Communications user within your organization.

Specify the subject and message body. You can use template engine constructs.

You can send to a specific employee (selected from a dropdown) or assign automatically.