In this first step, we will address the target group of your campaign. The default campaign in Spotler is based on customers who haven't bought anything for half a year. But you could also take it a step further. For example, it might be interesting to distinguish between A and B customers, in order to assign an incentive (such as a discount) to them in the email.
Who is your target group?
It makes sense to say that your target group consists of all customers who haven't bought anything for a certain period of time. It is a good starting out point, but you could also consider the following questions (in the future):
- Are there important subgroups?
Think of A/B customers, men/women, where they are from, purchased products, etc.
- Is it possible to define interests?
If so, you can tailor the content (text, visuals, gift, etc.) of the email to these interests in order to maximize the results.
- Is it possible to play into certain behavior?
In addition to the profile of interests that the customer manages themselves, you can also use measured/registered data, such as the click behavior and purchase history of the customer. For example, purchase history could make it possible to assign customers to a certain product group.
Creating target group filters
Do you have a clear idea of the target group you would like to reach with your campaign? If so, it could prove handy to make use of the target group filters in the Lists module of your Spotler account. You can use these target groups in Step 3 to filter specific campaign steps. For example, you could want to distinguish between A and B customers based on revenue.
Open the tab Dynamic lists and click New List. You will see the first step of a 2-step plan. Give it a name you will easily recognize and remember. After that, you will see the buttons Edit and View. Click on the Edit button to create a target group.
You will see this screen, which allows you to make selections and exclusions:
To create an effective marketing email, you will have to take the recipients’ permissions into account. The Win-back campaign has a commercial purpose, therefore you can only reach contacts who have indicated that they want to receive commercial email communications. This could be the "Newsletter" permission, for example.
A selection based on Order history and the Newsletter permission looks like this:
Do you need help with the Lists module? You will find a more detailed explanation under the module description.