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
