Overview
Email retargeting, or behavioral retargeting, can be used to target contacts by their preferences to send them personalized content. Email retargeting can be done as soon as your contacts start receiving your emails, using data recorded by trackers.
Target by interests – Link categories
To target your contacts by their current interests, you can use the "last click category" condition.
To use it, you need set categories for links in your HTML with the "category" attribute. When sending your message, Splio will automatically record and associate clicks and categories.
/! If you use link categories, do not tick the option "Fix and Optimize HTML code for email” in DESIGNER > HTML editor.
Case #1 – Target contacts interested in “Australia”
Let's assume the mail contains the following link categories:
<a href="#" target="_blank" category="EUR">Europe 1</a>
<a href="#" target="_blank" category="EUR">Europe 2</a>
<a href="#" target="_blank" category="EUR">Europe 3</a>
<a href="#" target="_blank" category="US">USA 1</a>
<a href="#" target="_blank" category="US">USA 2</a>
<a href="#" target="_blank" category="AUS">Australia 1</a>
<a href="#" target="_blank" category="AUS">Australia 2</a>
We need a filter targeting all contacts who last clicked on "Australia":
Matching all contacts with "AUS" as the last click category
You can find the "last click category" condition under "emails" or with the help of the search box.
Matching all contacts with "AUS" as the last click category
Case #2 – Target members interested in "Flights" but not to the US
In this example we are using the following list of link categories:
<a href="#" target="_blank" category="EUR_Hotels">Europe Hotels</a>
<a href="#" target="_blank" category="EUR_Flights">Europe Flights</a>
<a href="#" target="_blank" category="EUR_Cars">Europe Car Rentals</a>
<a href="#" target="_blank" category="US_Hotels">USA Hotels</a>
<a href="#" target="_blank" category="US_Flights">USA Flights</a>
<a href="#" target="_blank" category="AUS_Flights">Australia Flights</a>
<a href="#" target="_blank" category="AUS_Cars">Australia Car Rentals</a>
This allows us to create a filter like this:
Match clicks in categories ending with "Flight" except those beginning with "US"
You could use "contains" and "does not contain" with a similar result, but comparing the beginnings and endings of strings is more efficient.
Inactive users
One more example of retargeting would be to create exclusion filters for contacts who have not opened (nor clicked) any mail for 3 months or longer.
To learn more about excluding inactives, see our article on managing marketing pressure.