Sending the right message at the right time has a big impact.
With a hefty subscriber list, you’re sure to have a mixed audience that needs to be segmented to ensure delivery of the appropriate message. This kind of personalized email marketing, like adjusting for a subscriber’s home state, increased donations for the Obama campaign in 2012.
Traditionally, this means using past behavior (open rates, click rates, donation dates, frequency and sums) to create segments of your list, then mailing out a specific campaign to each segment.
But while this tactic ensures only the intended recipient sees your message, it still relies entirely on the subscriber opening your organization’s email.
Luckily, it is not 2012. Now there exists technology that allows your campaign to do things that Obama never could. Instead of direct mailing your unique segments, you can use LiveAudience (user matching or CRM retargeting) to serve the right message to the right person in the emails they’re already opening.
Before delving any deeper, let’s go over the 5 W’s of LiveAudience:
Who: Your subscribers
What: User matching. A way to serve a tailored ad to your uniquely segmented audience while protecting their anonymity.
Where: Any device. Any manufacturer. Any browser.
When: Any time a user is logged in on their email address.
Why: Personalized messages and streamlined landing pages had a high impact on Obama’s fundraising campaign in 2012. Previously, you could only deliver a custom message through direct mail or using cookies, which are browser and device dependent.
hoW: The email hash. By using cryptographically hashed version of a subscribers email address, you can reliably match your subscribers cross-device while protecting their anonymity, making it possible to find them wherever and whenever they’re opening a newsletter.
hoW to make this work for your campaign?
1. Create list segments based on your goals and subscriber data. For example, your list might break down to something like this:
– Dormant donors – Past contributors who have yet to take action in 2014.
– Activists – They donate, volunteer for your cause, and wear your T-shirts.
– Lurkers – They signed up…and then nothing.
2. Upload these segmented lists (they’ll be hashed automatically – example here!)
3. Create a campaign for each segment with its own budget, goals, personalized IAB standard creatives, and appropriate landing page.
4. Launch your campaign!
Now:
Dormant donors will only see a “We’ve missed you!” message prompting them to donate in 2014,
Activists will see see the “Match your last donation to receive your free thermos”.
Lurkers will see the “Give your first gift” message.
And as your campaign runs and more of your subscribers turn into Activists,LiveAudience will be the perfect way to show them your appreciation with a thank you message wherever they’re opening email.
More questions about driving donations with LiveIntent’s technology?
Feel free to email me at: cschimmenti@liveintent.com
