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. We will use two examples in this article:
How to use the last click category in filters in Target
To target your contacts by their current interests, you can use the click category" in your HTML designs and then use it in a condition in Target> new contact filter> emails> last click category
- To use it, you need set categories for your links directly in your HTML with the "category" attribute.
- To filter using the last click category in Target, you can use both "equals" and "contains" (see examples below).
- When sending your message, Splio will then automatically record and associate the clicks with the categories setup.
If you use click categories, do not enable the option "Fix and Optimize HTML code for email” in DESIGNER > new email (HTML editor).
Example #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":
Example #2 – Target contacts interested in Flights except flights 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. Matching clicks which category ends with "Flights" 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.