Segmentation: Tailoring lists for more relevant content

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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.

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  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Lifecycle marketing: shift from a funnel viewpoint to a circular model often based on RFM (define: recency, frequency, monetary value)
  • Segmentation: Tailoring lists for more relevant content

    1. 1. C re ating M o re Re le vantC o nte ntth ro ug h List S e gm e ntatio n
    2. 2. A simple truth in life:People like getting what they want.
    3. 3. You can give your customers what they want, by...
    4. 4. Using Segmentation Tools: Preference CenterClean Feature Reengagement Campaigns Building Segments Exclusion Lists
    5. 5. Creating a Preference Center
    6. 6. Creating a Preference Center No need for an architect. Or even a Developer.
    7. 7. Creating a Preference Center Where 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
    8. 8. Creating a Preference Center To Start go to Contacts > Fields > Create New
    9. 9. Creating a Preference Center Next, go to Content > Webforms > Create
    10. 10. 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”
    11. 11. Creating a Preference Center Once it is built, use it: • At sign up • In your Welcome Series • In the footer of marketing messages • In a Reengagement campaign
    12. 12. Using the Clean Feature
    13. 13. Cleaning ContactsThe hard, cold truth is:Some people just aren’t reading your emails.
    14. 14. Cleaning ContactsAnd, if they aren’t reading your emails-They don’t deserve to be sent to regularly.
    15. 15. Cleaning ContactsSimply go to Contacts > Manage > Clean
    16. 16. Cleaning ContactsWho can get axed: • Bounced Contacts • Non - Engaged Contacts • Orphaned Contacts
    17. 17. 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
    18. 18. 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
    19. 19. Cleaning Non-Engaged ContactsYou can clean at different engagement levels:
    20. 20. Cleaning ContactsNow, what to do with these contacts?
    21. 21. Cleaning ContactsThen what? • Exclude these contacts from sends • Lower their send frequency • Run a re engagement campaign • Say “good-bye”
    22. 22. Reengagement Campaigns
    23. 23. Reengagement CampaignsRe what? • Re engagement campaigns: - renew customer interest - stimulate purchases - allow for greater segmentation - may include exclusive offers - can be direct or discreet
    24. 24. Re Engagement Campaign Segment A Subject: Free filters says you’ll open this email O: 2.8% C: .4% C: .045%
    25. 25. Re Engagement Campaign Segment B Subject:Like Free 2 Day Shipping? O: 4.5% C: 1.0% C: .2%
    26. 26. Re Engagement Campaign Segment C Subject:Like Free 2 Day Shipping? O: 32.9% C: 4.3% C: .5%
    27. 27. Building Segments
    28. 28. Building SegmentsSimply go to Contacts > Create Segment
    29. 29. Building SegmentsCreate segments by: • Contact Information: - Email, fields, creation date... • Delivery Actions: - Sent, opened, clicked, converted... • Delivery Inactions: - Wasn’t sent, didn’t opened...
    30. 30. 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
    31. 31. Building SegmentsConfused? ? ?
    32. 32. Building SegmentsLet’s go through an “and” example:
    33. 33. Building SegmentsLet’s go through an “or” example:
    34. 34. Exclusion Lists
    35. 35. Using Exclusion Lists Let’s go through a scenario...
    36. 36. A customer converts from this email
    37. 37. Then receives this email, before their purchase even arrives.
    38. 38. Using Exclusion Lists What happens? • Customers are frustrated • CS team gets angry calls • Customers may begin to delay purchases • Metrics are negatively affected
    39. 39. Using Exclusion Lists How 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
    40. 40. Recap: Preference CenterClean Feature Reengagement Campaigns Building Segments Exclusion Lists
    41. 41. Th ank Yo u

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