Step 2 · Write the message
What you'll do
Compose the campaign — message body, channel, and send time — targeting the audience you built in Step 1.
Pick the channel
Sumeru lets the channel be a parameter, not a tool. For a first campaign:
| Audience | Channel | Why |
|---|---|---|
| Loyal customers (Step 1 example A) | High engagement, plenty of room for content. | |
| At-risk customers (Step 1 example B) | WhatsApp then email fallback | Higher open rates re-activate quieter customers. |
| VIP customers (Step 1 example C) | WhatsApp + manual founder-sent option | Personal channel matches the relationship. |
You can pick a primary channel and a fallback — if the customer hasn't opted into the primary, Sumeru sends via the fallback automatically.
Step-by-step
1. Open Campaigns
From the in-app sidebar: Sales engine → Campaigns → + New campaign.
2. Pick the segment
Use the segment you saved in Step 1. The recipient count should match exactly.
3. Pick the channel(s)
Toggle the channels you want. Tip: start with one channel for the first campaign — multi-channel adds complexity that's easier to introduce on campaign #2.
4. Draft the message
The composer shows per-channel constraints (subject + body for email, single text for WhatsApp / SMS, etc.).
For a first message, follow this structure:
- One-sentence value prop — what the customer gets if they engage.
- One specific reason this is relevant to them — references the segment they're in ("As a VIP customer…", "Since you bought from us in March…").
- One clear CTA — a single link to a single page. Don't put three calls-to-action and hope they pick one.
Use AI-generated copy as a starting point if you have it (Ad & email copy) — but always edit. Generic AI copy is the #1 reason first campaigns underperform.
5. Set the send time
The default is immediate. Better defaults:
- Tuesday or Thursday, 10am local time for most B2C.
- Wednesday 9am local for B2B or longer-form content.
- Saturday 11am local for fashion / lifestyle / impulse categories.
The composer auto-handles time-zone routing — you set "10am local" and each recipient gets it at 10am their time.
6. Set up holdouts (optional but recommended)
For the first campaign, enable a 10% holdout. This withholds the campaign from a random 10% of the audience so you can measure causal lift in Step 3 — not just "did people who got it buy more?", but "did the campaign cause the lift?".
The trade-off is measurement quality vs. reach — at 10% holdout, you give up 10% of recipients in exchange for being able to prove the campaign worked. For the first 3-5 campaigns, the answer is always: enable holdouts. After that, you can drop holdouts on routine sends.
Verify
Before launching, the composer shows a pre-flight summary:
- Recipient count (matches segment size minus holdout).
- Estimated send window.
- Fatigue / opt-in / quiet-hours skips (these are customers in the segment who won't receive the campaign).
If the skip count is more than 20% of recipients, investigate before launching — usually fatigue (recipients hit recently by other campaigns) or quiet-hours (timezone misalignment).
What you have now
A campaign ready to launch — segment chosen, message written, channel picked, send time set, holdout enabled.
What you'll do next
Step 3 — launch the campaign, watch the first hour, and measure causal lift via the holdout group.