Campaign Monitor by Marigold’s Post

Transcript

Hi, my name is Emily and I'm a Customer Success Manager at Campaign Monitor. On behalf of all of us here, welcome to this feature tutorial on segmentation. Today we're going to start by talking about what segments are and why you should use them. Then we'll show you around the Campaign Monitor UI and explain how to set them up within the product will also showcase a demo of a publisher that uses them to create and send targeted e-mail campaigns. And finally, we'll answer some common questions about using segments. So by the end of this tutorial, you'll know how to best use segmentation in your e-mail marketing to personalize your content and take your e-mail engagement to the next level. Segments or groups of subscribers that you categorize based on both data you collect and data stored within Campaign Monitor. Segments can be used to group like subscribers into categories based on custom field data such as state and gender, and previous campaign activity such as e-mail opens and clicks. Here are a few ways you can segment to help you send personalized and relevant emails. Subscriber interests or preferences which tailor emails using custom fields. Subscriber location, which uses data like city or country or geographical data from where the subscriber previously opened an e-mail campaign. Previous purchases using segments based on purchase history. Or re engagement for those who haven't engaged with previous emails or have been dormant for a period of time. The more data you collect, the more powerful your e-mail marketing will become. You may already have this data, but it might be living in another system or business app. There are a range of integrations that can help you connect your data so it's automatically available within your account for segment creation. Campaign Monitor for Salesforce is just one example of how you can use sync data to gain a more complete view of your customers in both apps and hyper targeted emails. Today's audience expects more than simply sending regular e-mail blasts. They want and expect highly relevant messages that fit their interests and resolve their problems. This is where segmentation comes in. Research shows that 56% of people unsubscribe from emails because the content is no longer relevant. There's also a proven increase in open rates using segmentation, and this of course leads to your bottom line. Segmented campaigns generate a 760% increase in revenue. Using segmentation allows you to personalize your content and send the right message to the right subscribers. You can tailor your content for groups of recipients and create campaigns that are relevant to their specific needs. During our demo, you'll see this in action. Our publisher targets subscribers in a specific location and industry, inviting them to an event in their area. The good news? Segmentation is easy. We're going to show you simple ways you can use segmentation to power your e-mail marketing and send personalized e-mail campaigns. First, we'll jump into our Campaign Monitor account and explore segments so you know exactly where to personalize your next campaign. Under List and Subscribers, we can see which of our lists already have segments. To see what those segments are or to add, change or delete segments, simply click on the list name. From here you can add a sign up form, a journey, custom fields and more. Are you on the Premier plan? If so, engagement segments automatically group your subscribers into segments based on their engagement. With segments you can do the following. Create a new segment view or update an existing segment, delete a segment and manage custom fields. Let's take a look at creating segments. Click on Create a new segment and start by defining a rule. You can see that the rules are based on either data that Campaign Monitor collects, data that you've collected with custom fields, or activity data which is collected through subscriber interaction. You will then need to select which condition to use. This will depend on the rule you've selected plus the type of custom field or campaign activity. You can also connect rules. Connecting your rules can help you personalize your content. Name your segment and then save and preview to see how many recipients fall into the rules you've created. To export a segment, simply click the Export Segment button next to the search box. This will download a CSV file containing all subscribers in the segment. Let's chat about where and how you gather this data to use. The process of segmentation starts when a subscriber opts in. If you're not collecting the right custom field data, you could be missing a big opportunity. The more data you have about your subscribers, the more you can tailor their experiences. You'll then be able to send the right e-mail to the right person at the right time. You can bring this data into Campaign Monitor via your integration, using sign up forms, and through preference centers. Any field you have in your integration can be used as a custom field. You can also add custom fields to sign up forms. You can create these signup forms in Campaign Monitor and they'll appear on your site. When a subscriber fills out a signup form, their data is recorded and they'll automatically be added to segments based on that data. Reference centers are another great way to gather more information from your subscribers, things like topics of interest and even e-mail frequency. Now let's jump in and see segments in action. Today, we're going to take a look at a media company who's doing great using advanced features like segmentation, automation, and dynamic content. Mount Publishing is a professional network for ambitious entrepreneurs. They use e-mail marketing to connect and inspire their community, and we'll be taking a look at their tactics today. With upcoming events in multiple cities, not to mention a busy e-mail schedule, the Mount Publishing team needs to send targeted emails to people in specific locations. And industries they're community expects highly personalized emails, ones that reflect their profiles and interests. We'll send a targeted event invitation to entrepreneurs in the retail industry residing in LA, as well as a reminder e-mail to those that did not open or click on our initial e-mail. So we'll be setting up these segments. Location, industry campaign activity. From our main subscriber list, we'll create a new segment, define the rule based on their location and the condition. We'll add a connecting rule to include subscribers from the relevant industry. Then we'll name our segment and save. We can see here the number of people in our segment, as well as their e-mail address and their subscribe date. Now that we've defined the segment we wish to send to, we'll head over to our e-mail and define the recipients by clicking the list and then the segment we want this e-mail to go to. You can also choose to send to a list and exclude a segment or segments. We've sent this campaign which invites subscribers to an event. Now we want to send a follow up e-mail a few days later to those who didn't engage. In other words, those who didn't open the e-mail or they opened the e-mail but didn't click on the event registration. Back in our list, we'll add a new segment. Define the rule based on campaign activity and then the condition that our e-mail wasn't opened. Finally select the connecting rule to add our other condition, the e-mail being opened but not clicked name. Then save the segment and send the follow up e-mail. By retargeting people who didn't open or click through from our initial invitation, we're giving our subscribers another opportunity to attend the event. Once your campaigns are sent, you'll want to see what your marketing efforts have produced. To see how your segments are performing, head to the Campaign Report Snapshot. Simply click on List and Segments in the sidebar of the report and we can see the list and segment performance. This includes opens and clicks across the different segments. You can also see metrics for different segments across the time period using Insights. Simply click on Segments and enter the date range to view and compare segment performance for that time period. Analyzing how your particular segments perform can help you optimize your future campaigns and inform your ongoing e-mail marketing strategy. No matter what industry you're in, you can use segmentation to engage your audience and create a successful e-mail marketing strategy. Now that our demo is complete, we want to share with you some of the most common questions we receive around using segmentation. Can we add new custom fields to an existing sign up form to use with segments? Yes. Simply go to the list that your form is connected to, click on sign up forms, add custom fields and any other changes. Then select Save and Generate link and update the link or the code on your site. Can we segment by location if we haven't requested this information at signup? Yes, it's possible to segment your list using the location. We record only subscribers that have clicked or opened an e-mail. Will have a location stored. Locations are based on the IP address, so it's not as accurate or as relevant as location data from the subscriber. For example, they may open an e-mail on a trip to the USA when in fact they live in the UK. Subscriber locations will change regularly based on where they engage, and the subscribers will automatically move between segments. You can find more information through the Campaign Monitor Help Center. Does the segment update automatically when a subscriber's information is updated in Campaign Monitor? Yes. Your existing subscribers will be updated with the new data, which will add anyone who matches the segments rules. Subscribers who no longer meet the rules will exit the segment. We hope you got a lot out of this session on using segmentation to power your e-mail marketing. Please click on the links below to continue your learning journey with resources including our other feature tutorials.