segmentation: tailoring lists for more relevant content

Creating More Relevant Content

through List Segmentation

A simple truth in life:

People like getting

what they want.

You can give your

customers what

they want, by...

Using Segmentation Tools:

Preference Center

Clean Feature

Reengagement Campaigns

Building Segments

Exclusion Lists

Creating a Preference Center

Creating a Preference CenterNo need for an architect. Or even a Developer.

Creating a Preference CenterWhere to begin:

• Break your list out

• Decide what you want to know about your customers:

- Name - Product Preference

- Location - Frequency of sends

- Birthday - Mobile / Social

- Gender

• Don’t overwhelm, keep it simple

Creating a Preference CenterTo Start go to Contacts > Fields > Create New

Creating a Preference CenterNext, go to Content > Webforms > Create

Creating a Preference Center

From there, just drag and drop the the content you want to appear on your web form.

Don’t forget to include the “why”

Creating a Preference CenterOnce it is built, use it:

• At sign up

• In your Welcome Series

• In the footer of marketing messages

• In a Reengagement campaign

Using the Clean Feature

Cleaning ContactsThe hard, cold truth is:

Some people just aren’t reading your emails.

Cleaning ContactsAnd, if they aren’t reading your emails-

They don’t deserve to be sent to regularly.

Cleaning ContactsSimply go to Contacts > Manage > Clean

Cleaning ContactsWho can get axed:

• Bounced Contacts

• Non - Engaged Contacts

• Orphaned Contacts

Cleaning Bounced ContactsBounced sends are wasted sends

• You may already have a bounce limit set

• Check Home > Settings > Bounce Limit

• Here higher bounce limits (7) can be set

• Using the Clean feature allows you to filter as low as 1 bounce

Cleaning Non-Engaged ContactsThis one is really important!

• People disappear

• Email addresses get forgotten

• Don’t send to dead emails

• Send to an efficient newsletter list

Cleaning Non-Engaged ContactsYou can clean at different engagement levels:

Cleaning ContactsNow, what to do with these contacts?

Cleaning ContactsThen what?

• Exclude these contacts from sends

• Lower their send frequency

• Run a re engagement campaign

• Say “good-bye”

Reengagement Campaigns

Reengagement CampaignsRe what?

• Re engagement campaigns:

- renew customer interest

- stimulate purchases

- allow for greater segmentation

- may include exclusive offers

- can be direct or discreet

Re Engagement

Campaign

Segment A

Subject:

Free filters says

you’ll open this email

O: 2.8%

C: .4%

C: .045%

Re Engagement

Campaign

Segment B

Subject:

Like Free 2 Day

Shipping?

O: 4.5%

C: 1.0%

C: .2%

Re Engagement

Campaign

Segment C

Subject:

Like Free 2 Day

Shipping?

O: 32.9%

C: 4.3%

C: .5%

Building Segments

Building SegmentsSimply go to Contacts > Create Segment

Building SegmentsCreate segments by:

• Contact Information:

- Email, fields, creation date...

• Delivery Actions:

- Sent, opened, clicked, converted...

• Delivery Inactions:

- Wasn’t sent, didn’t opened...

Building SegmentsMix and / or match:

• Use “and” when you want to extract customers meeting every stipulation

• Use “or” when you want to extract customers meeting one of several stipulations

Building SegmentsConfused?

??

Building SegmentsLet’s go through an “and” example:

Building SegmentsLet’s go through an “or” example:

Exclusion Lists

Using Exclusion ListsLet’s go through a scenario...

A customer converts

from this email

Then receives this

email, before their

purchase even arrives.

Using Exclusion ListsWhat happens?

• Customers are frustrated

• CS team gets angry calls

• Customers may begin to delay purchases

• Metrics are negatively affected

Using Exclusion ListsHow can you prevent this?

• Create conversion segments in Bronto

• Have your developer run queries of recent purchasers

• Use an API to share information with Bronto and to exclude all conversions

Then exclude these lists / segments

Recap:

Preference Center

Clean Feature

Reengagement Campaigns

Building Segments

Exclusion Lists

Thank You