TARGET helps you manage the marketing pressure applied to your contacts by regulating the number of messages that are received, opened and clicked, depending on the types of campaigns that are used.
You can use filters to exclude contacts who have received too many messages, either globally or within a specific category of campaigns.
Here are the various segmentation options available to manage the marketing pressure:
- Number of messages received, opened, clicked
- Emails opened within last 1 / 2 / 3 / 4 / 5 / 6 / 12 months
- Messages sent within the current calendar month (WeChat)
- Length of time present within the database (db entry age)
- Number of clicks
- Clicks within 1 / 2 / 3 / 4 / 5 / 6 / 12 months
Mixing all these criteria allows to categorize your contacts by reactivity.
Inactive email contacts
An inactive contact is a contact that has not reacted to your communications for a while.
The danger of continuing sending regular campaigns to inactive contacts is that they might get annoyed in time of sending them to trash, and simply click on their "Send to spam" button.
Apart from reducing the number of charged communications, here are some usage of inactive filters:
- Reduce the number of messages sent to inactives
- Send a reactivation campaign
- Send a request for feedback
These alternative messages for inactive contacts discourage them from hitting the spam button as well as encourage them to react when they receive a message of a different type than usual.
Let's go through a few examples.
Basic filtering – Inactive 30 days
The contacts that were inactive for 30 days did not open an email in the last month.
Because openings can be counted only when images are downloaded, it is possible that clicks happen when images are not loaded.
To double check the inactivity, we input both criteria:
Now the recommended way to exclude the inactive contacts is when selecting the initial population for a campaign.
Click the minus sign button to the right of the filter containing inactives you want to exclude (marked with a circle in the image below). The button turns red, and the excluded count is updated.
Marketing fatigue in WeChat
WeChat imposes one significant limitation on broadcasting messages: each individual can only receive 4 such messages from each sender per calendar month. Any excess message will simply not be delivered.
With the following condition, found in the WeChat condition list, you can target individuals who have been sent up to 2 messages this month:
The condition below is quite similar but it will let you exclude all contacts who have reached or exceeded the monthly limit of four:
Using advanced behavioral data – Number of messages sent
When combining ad-hoc campaigns with periodic or triggered campaigns, you might not control the number of messages a single contact receives.
You can exclude from your campaigns the contacts that have received too many messages.
More than 3 emails from the "Promotions" category in the last 7 days:
(See below for an explanation of categories.)
10 or more messages in 30 days:
Using advanced behavioral data – Inactive by campaign type
Using campaign categories, we can manage marketing pressure by category.
Let us assume we are sending campaigns with 2 categories: Transactional and Promotions.
We want to make sure that inactive contacts receive transactional messages, such as account related information or order confirmation. We will then only verify the activity on the promotions category to send them a message asking if we are sending too many messages, and request to update their subscription preferences.
We will filter contacts that did not open or clicked in the "Promotions" category exclusively, in the last 30 days.
In addition to verifying the openings and the clicks, this example limits the selection to contacts to whom we sent at least one promotional message in the last month.
Campaign categories – Explanation
With categories you can group campaigns for filtering and reporting.
To assign a scenario to a category, type the name of the category before scenario creation (you cannot add a category to an existing campaign).