segmentation: tailoring lists for more relevant content
DESCRIPTION
This session will outline easy ways to create lists to increase segmentation opportunities for companies who may not have an excess of customer information saved. Strategy tips will include: - Establishing lists based on content of sends - Creating tailor made segments based on previous activity - Filtering out inactive recipients - Using the API to leverage customer fields - Using split content sends to track and test customer behavior.TRANSCRIPT
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