Reach Your Target Audience Using Segmentation and Topics
Segmentation and Topics are features
in Symphonie that work hand-in-hand to help you reach exactly the recipients you
want with precisely the information they’ve asked to receive.
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Symphonie enables
you to easily build, manage and define segments for mailings without having to know
SQL programming.
You use segmentation to create targeted
groups or subsets of your total recipient base, using any number of parameters and/or
demographic information you have about them. Symphonie makes it easy for you to
build sophisticated segments and it lets you create as many segments as you want
or even recall prior segments for re-use. No matter how many segments you create,
you can always be assured that your core base of recipients and their associated
data, demographics and information is always maintained within Symphonie.
Symphonie supports
advanced segment creation that enables getting data from your company database server.
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We built Symphonie to offer multiple
segmentation methods to choose from based on your level of expertise and collaboration
with your IT personnel. The simple wizard guides you through selections from dropdown
entries or simple fill-in selections so you can easily create powerful segments
without knowing SQL. Create segments to recipients over 50 years old, those that
have opened two or mailings in your recent campaign, or those that clicked on specific
links, as examples, all without ever seeing SQL.
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Advanced methods include Symphonie’s
ability to use stored procedures that may have been created by your IT or programming
staff or using a SQL statement you may have created yourself. Use any SQL elements,
including Unions, Group By, etc to create any powerful SQL that reads data from
your corporate CRM or other sources. With this powerful segmentation ability you
can target your recipients based on almost any data, including sales information,
web site analytics, etc.
Topics are a very
unique and clever tool in Symphonie that make it easy for you to think of email
content based on subject matter—or topic.
Topics complement segmentation. You
can create emails based on topics, which is often done in the form of newsletters.
You can also use topics to categorize recipients that subscribe to your newsletter
subjects, usually via your website. Some recipients might subscribe to more than
one newsletter topic, which lets you track their interests in more detail.
When you have multiple email newsletters
or topics, Symphonie allows recipients to unsubscribe from a specific mailing topic
without having to unsubscribe from all of the email topics you offer. Symphonie
will register the unsubscribe option when requested by the recipient; yet retain
the recipients subscriptions to all other newsletters or topics. So you effectively
manage the unsubscribes and retain the recipient’s relationship on the topics they
wish to continue to receive from you. Whether you use topics, segmentation or both,
Symphonie makes it easy for you.
Mix and match segments
and topics
Symphonie allows you to use topics,
segments, or both without conflict. Send some mailings based on topic subscribers,
others based on segments, and ensure that unsubscribes will always work correctly.
And with Symphonie there is no requirement to create segments that are limited to
the topic (list) recipients – create segments that include recipients subscribed
to multiple topics and be sure that recipients will get only one copy of the mailing
and they will be able to unsubscribe. Symphonie keeps only one version of a recipient’s
demographics, regardless of the topics the recipient is subscribed to, so that the
data is always synchronized.
Use Recency to help
ensure a recipient is not overloaded with too many mailings even if they fall into
multiple segments.
Segmentation is a powerful tool for
marketers. But when making heavy use of segmentation it can become difficult to
know how many recipients qualify for all the segments you’ve sent recently. Easily
configure a feature called recency on a per-mailing basis to ensure they don’t receive
too much email.
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