Preparing the loyalty campaign target group

In the first step, we will address the target group for your campaign. The default campaign in Spotler is based on a loyalty campaign which is triggered by a date. To do this, this date must be available in Spotler. And your target group? You could take it a step further, by distinguishing interesting sub target groups, for example. Think of newsletters aimed at groups of customers who have been with you for 1, 5 or even 10 years. In this first step, you are going to ensure that you can save the start date of a customer relationship and reach the right people.

Save start date

The loyalty campaign starts automatically, based on a date: the date your customer relationship started. If you want this campaign to be successful, you must have this date saved in Spotler. This start date can easily be imported from the Lists module. After you have imported it, the date will be added to your customer's contact sheet.

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Do you have no database field for the start date in your Spotler account yet? Contact our support team: +31(0)88-103 09 09. Someone will talk to you immediately. Or send an email to support@spotler.nl. Our support team will quickly create a new database field for you.

Who is your target group?

It makes sense to say that your target group consists of all your customers. It's a good base to start out from, but you could also consider the following questions (in the future):

  • Does it concern only end customers, or do you maybe also have suppliers and members/stakeholders that you could celebrate?
  • Are there important subgroups?
    Think of A/B customers, men/women, provinces, type of purchased products/service, etc.
  • Is it possible to define interests?
    If so, you can tailor the content (text, visuals, gift, etc.) of the loyalty campaign to these interests, in order to maximize the results.
  • Is the recipient of the loyalty email the one who should receive the gift? This might sound like a silly question, but the person receiving the email is not necessarily the person celebrating something. For example a company offers its customers the opportunity to thank their adviser with flowers, for free. A positive experience for both the consultant and the end customer.

Creating target group filters

Do you have a clear idea of the target group you'd like to reach with your loyalty campaign? If so, it could prove handy to create dynamic lists in the Lists module. You can use these dynamic lists in Step 3 to filter specific campaign steps. For example, you might want to distinguish between A and B customers, or between certain regions. If this is the case, you can set up a new filter for each target group here. 

Open the tab Dynamic lists and click on 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:

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Permission: newsletter

To create an effective marketing email, you will have to take permissions into consideration. The loyalty 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. The selection is therefore the starting point for determining the target group for your loyalty campaign.

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Would you like to know more about creating a dynamic list? Read more about it in the article Editor for dynamic lists.