Email retargeting, or behavioural retargeting, can be used to target a cluster of contacts who previously clicked on a specific content inside your email. As soon as your contacts start receiving your emails, Splio will be able to retrieve the last click category as a condition within a new filter in Target.
In this article we have detailed how you can utilise this feature in two different ways based on the same use case.
Integrating the last click category in Designer and Target
You would like to send a different personalized content to clients who are clicking on "men", "women" or "children" sections in the top bar menu of your website.
To do so, first you must add the "category" within your design and then create a contact filter using the condition "last click category":
1.- Message Builder:
The last click category is native in Message Builder and you can enable it directly by selecting the text in Editor > clip icon > custom attributes > category, as shown below:
2.- HTML code:
If you are importing your HTML design into Splio, you can also specify the category by inserting an extra piece of code as shown below:
Code to use:
<a href="link" style="styles" category="name_of_link_category">
Code edited according to the use case above:
<a href="link" style="styles" category="men">
In Target, you can also use the condition "Number of clicks in emails" to count the number of clicks based on a rolling date, thus creating a more precise filter for your retargeting campaign.
If you use click categories, do not enable the option "Fix and optimize HTML code for email” in DESIGNER > New email (HTML editor).
Analysing the last click category in Scenario
When sending your message, Splio will automatically store and associate the clicks with the categories you have setup. Therefore, you'll be able to find the counting of the clicks on those links displayed in Scenario > Campaigns > Email > Action > Reactivity per link > Links.
Planning your retargeting campaign
We recommend to wait at least three days to store enough clicks before scheduling your retargeting campaign.
Following our use case, you'd like to send over a 10% off on women new collections only to the contacts who clicked on the "women" section of your website within the last week.
Planning your retargeting campaign using advanced options
You've recently upgraded your top bar menu including extra sections based on new collections: summer, autumn, winter and spring clothing.
You'd like to schedule a retargeting campaign to promote the spring-summer collection only to the contacts who have clicked on "spring clothing" and "summer clothing" categories previously.
When creating your contact filter, you can play around with the operators as shown below: