Most of the time we can build better lists by making our current ones even more effective.
Start by identifying each target audience, as well as finding behavioral patterns that change over a specific time frame. For example, note individuals who attend a webinar but don’t sign up for the newsletter, and vice versa. Once you’ve determined these patterns, you can begin planning how to increase engagement with a specific target audience using the power of ExactTarget’s technology.
Remember, when you focus on a targeted, highly engaged subscriber list, you’re bound to see substantial increases in list growth as you send more relevant email messages. Below are some Use Cases to get the creative juices flowing; along with the ExactTarget features that will help you get the job done.
Use Cases To Get You Started – B-to-B
ExactTarget Formula to Recreate: AIM (Activities, Programs, Data Extensions, and Send Classifications) + Filters, Measures & Groups
Use Cases To Get You Started – B-to-C
ExactTarget Formula to Recreate: AIM (Activities, Programs, Data Extensions, and Send Classifications) + Filters, Measures & Groups
Start by identifying each target audience, as well as finding behavioral patterns that change over a specific time frame. For example, note individuals who attend a webinar but don’t sign up for the newsletter, and vice versa. Once you’ve determined these patterns, you can begin planning how to increase engagement with a specific target audience using the power of ExactTarget’s technology.
Remember, when you focus on a targeted, highly engaged subscriber list, you’re bound to see substantial increases in list growth as you send more relevant email messages. Below are some Use Cases to get the creative juices flowing; along with the ExactTarget features that will help you get the job done.
Use Cases To Get You Started – B-to-B
ExactTarget Formula to Recreate: AIM (Activities, Programs, Data Extensions, and Send Classifications) + Filters, Measures & Groups
- “Re-engagement” List Build a list from subscribers that clicked through a webinar email, but never registered for the event. Encourage them to register for upcoming webinars, or provide a link to slides from the webinar they missed.
- “Newsletter Survey” List Query a set of subscribers who consistently open a newsletter but never click through. Send a survey asking them which topics are most important to them, ensuring relevant content as you build your one-to-one communications.
- “Highly Engaged Renewal” List Segment subscribers coming from particular domains to determine which companies are most engaged in email campaigns. Target those companies for renewal strategies.
Use Cases To Get You Started – B-to-C
ExactTarget Formula to Recreate: AIM (Activities, Programs, Data Extensions, and Send Classifications) + Filters, Measures & Groups
- “Second Hit” List for a Promo about to expire Schedule a program (using filters with a measure) that triggers an email to those who haven’t clicked through a promotional offer, reminding them that the offer is about to expire. By leveraging data extensions, you could further segment those that did click-through to provide a cross-sell offer. This can also be done using Live Offers.
- “Up-Sell” List Leverage data extensions, activities, and programs in AIM to import subscribers who have clicked through to a previous item. Send another email featuring an up-sell item to those who have clicked through emails featuring similar items in the past.
- “Message Medium” Lists Target subscribers viewing via mobile devices by looking at your open rates, singling out the percent of subscribers who clicked through an email but didn’t open the email. This can be an indicator that these subscribers view emails via mobile devices. Create more text-friendly emails for this segment and more graphic-friendly emails for this segment.
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Comments for Relevancy = Subscriber Engagement