In this first step, we will address the target group of your campaign. The default campaign in Spotler is based on newsletter recipients whose birthdays are known, but you could also take it a step further. For example, it might be interesting to distinguish between A and B customers and tailor the gift to them in the email.
Who is your target group?
It makes sense to say that your target group consists of all contacts whose birthdays are known. It is a good starting out point, but you could also consider the following questions (in the future):
- Are they customers, prospects (potential customers), or maybe stakeholders/members?
- 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 birthday email to these interests in order to maximize the results.
- Is the recipient of the birthday email the birthday boy or girl?
This might sound like a weird question. But the reader's child, pet, or partner might also be a reason to send out a birthday email.
For B2B too
Most of the times, a Birthday campaign is used for a consumer target group. But that doesn't mean it's not suitable for B2B communication! A Birthday campaign usually has two main goals: increasing loyalty and/or achieving additional sales. These are also excellent goals to strive for with a corporate target group. The personal touch provided by the birthday email is a perfect opportunity to put a face to your organization and can set you apart from the rest.
It also never hurts to think beyond the standard Birthday campaign. For instance, the anniversary of your relationship with your client also offers an in: "Time for a party: we've known each other for 3 years now! Thank you for your continued trust..." or "Congratulations, your website is now 1 year old!"
Collecting (birthday) data
In order to set up a Birthday campaign, you need a date of birth for each person. Collecting this data is a never-ending process and can be done through various channels, such as:
- The registration form for the newsletter
- Creating an account within your web shop
- An Edit profile form linked to the newsletter or welcome campaign
- A specific action for adding profile information
- DM, letters, or other media
Do you want to segment it even further and use personal content? Then you may also need other information, such as interests and gender (for the opening line). You can collect this information the same way you do the date of birth. When you try to collect this information, be sure to make clear to your respondent what they are getting in return for their info.
Tip: provide a link to the Edit profile page in your newsletter for a profile enrichment action.
In addition to the information that the customer provides themselves, you can also use measured/registered data, such as a customer's click behavior and purchase history. If it is possible to assign customers to a certain product group, you can tailor the content of your email and include suggestions of products.
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 create target group filters in the Lists module. 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 the list 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 Birthday 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.
Do you need help with the Lists module? You will find a more detailed explanation under the module description.