Outbound Campaign

Outbound Campaigns on Momos allow merchants to engage, re-engage, and retain customers by sending scheduled, customized marketing messages and offers to targeted audiences via email and text message. In addition to scheduled messages, campaigns can be designed as Workflows, in which messages are sent to customers when they perform particular actions (e.g. send an email containing a survey link to a customer when they make an order), based on events that appear in the Customer Data Platform. 

The campaigns leverage the customer data platform (CDP) to select audiences and track outcomes, supporting CRM-style marketing efforts with actionable analytics and flexible message delivery. Because Outbound Campaigns are fundamentally based on data contained within the Customer Data Platform, it's highly recommended that you read the documentation regarding the Customer Data Platform and understand it to get the most use out of your Outbound Campaigns.

Key Features

1. Multi-channel Messaging
   • Send marketing content via email and (US-only) text messaging
   • SMS support includes message templates, opt-out handling, link tracking, and media attachments (up to 10 images).
2. Campaign Types
   • A Campaign consists of one or more "Sends" (individual messages or offers sent to the specified audience.
   • There are two types of Outbound Campaigns: Basic Campaigns and Workflows
     • Basic Campaigns - You can think of Basic Campaigns as a simple schedule. Users create individual email, text message or offer sends and specify a particular date and time that each send should go out to customers within the selected audience.
     • Workflows - Rather than operating off of a set schedule, workflows send a selected message to a customer when they perform a particular action, like making a purchase.
3. Audience Segmentation
   • Audiences are groups of customers within your Customer Data Platform that match a set of filter conditions at the time the campaign is executed. 
   • Audiences can be created within the Customer Data Platform, or directly from the Outbound Campaign creation menu.
4. Asset Library
   • Merchants can create, store, and reuse custom templates for emails/SMS—enabling brand consistency and streamlined workflow.
5. Analytics & Goal Tracking
   • Automatically aggregates key metrics such as open rates, click-throughs, redemption, bounced emails/SMS, and attributed sales.
   • Custom goals (e.g., drive orders, specific actions) can be set per campaign and tracked with a look-forward window (e.g., 7 days).
6. Legal Compliance
   • Text messaging includes required opt-out language by default. When customers respond with keywords like STOP or UNSUBSCRIBE, they are marked as opted out for marketing by default.
7. Drafts/Editing
   • Campaigns can be saved as drafts and edited before launch.

Campaign Creation

On the left sidebar, under Activate > Campaigns > Outbound:

Campaign Settings

1. Select Brand 

Please ensure your brand has a company profile or your campaign will not proceed. You can create one in Business Info.

2. Name the Campaign

3. Add Audience

Audiences can be added to Outbound Campaigns one of three ways:

• Create a Smart Audience using AI
  • Simply ask our AI assistant Donnie what customers you want to target in plain English. Donnie will search through all of the data in your CDP and find one that matches.
  • View a Walkthrough Here
• Select an Existing Audience from your Customer Data Platform
  • You can learn more about creating an audience here: Customer Data Platform
• Upload a File of Customers
  • A sample file is provided when you select this option. Minimally, it can just be a .CSV with a column of emails

Send Types

Offer

• For Offer, simply select the send date and time and send type (offer).
• Select the Offer that you would like to send out. 
  • If you do not have an offer yet you can click "Create New" to make a new offer.
• Learn more about Offers here: How to Create An Offer
• You will also see an email preview in both web and mobile format. You also have the option to send a test email.

Custom Email

• For Custom Email, simply select the send date and time and send type (Custom Email).
  
  
• Select the email template that you would like to send out, if you do not have a Custom Email template yet you can click "Create New" to make a new template.
  
  
• Learn more about Email Templates here: Asset Library
  
  
• You will also see an email preview in both web and mobile format. You also have the option to send a test email

You can add another send if you need to send more than one by clicking "Add Send"

You can opt to save the send and you may edit or delete the send if needed.

Text Messaging (US-only)

• If your brand is registered for 10DLC, you can also send out text messages in the same way that you send emails or offers.

Workflow

In the workflow, you can create specific campaign settings. There are two triggers you can decide by Date, Event or Date Trait

Date

After selecting a date to send out the campaign, make sure to click "Save".

After a trigger is added, you can now add an action. Action can either be sending out an offer, custom email or text message. 

Event

Events are interactions between the customer and your business which are recorded in the Customer Data Platform. Examples include orders, reservations and survey responses. Using Outbound Campaign workflows, you can send a marketing send whenever a customer performs one of these events.

You can further specify the attribute by adding filters, you can add more than one filter. The wait time will be automatically fixed to 1 hour before sending out the action after the trigger occurs.

Add the action after either an offer or custom email.

Date Trait

Any traits that are Date data type can be used to trigger workflows. A great example would be to reward customers with an offer on their Birthday. If you are consistently uploading customer birthdays to the Customer Data Platform, you can create a workflow that will send the offer every year on the anniversary of their birthday.

Throttling Rule

 Email throttling refers to when some emails cannot be sent in a given time period due to volume restrictions. So the throttling rule allows you to add a rule how much and often in a period of time an email will be sent.

When you're done, you can either select Save Draft to work on it later, or hit Publish Campaign to start it.