Emails are often perceived as sending a message from you to your customers - usually informing them about a sale, a specific item or product, or an invitation to come back and shop... but did you ever consider taking this one-way communication and turning it into an interchangeable conversation that is almost effortless?
Understanding your customers' likes, dislikes, styles, and preferences can be hard if you aren't using a preference center where you're explicitly asking for customer information. But, why not take the resources you're already producing and ask for information with just a click?
Survey/Feedback: "Tell us what you think!" "How are you liking your new product?" "How likely are you to recommend us?" It's easy to give quick feedback, but our time is valuable and even with an incentive, a survey can be a tough sell.
- Solution: Write a catchy subject line that grabs your customers' attention and design a clean, clutter-free email that makes it easy for them to participate. Insert a range of buttons from 1-10 paired with a simple question, such as "How likely are you to recommend us to a friend?" This allows them to give you valuable feedback quickly and easily, and you can save these responses in segmentation fields to use for filtering and targeting.
Opt-down, Not out: We're approaching the holidays - a time of year that's jam-packed with marketing. This year, let's say you're launching a '12 days of Christmas' campaign, where your customers receive 12 emails over 12 days, each with a new offer. This send frequency will overwhelm some customers, and may result in an influx of unsubscribes.
- Solution: Place a call-to-action button near the bottom of every 12 Days email that allows your customers to mute this specific holiday campaign. They're not unsubscribing altogether, so you can use filtering to remove them just from your 12 Days sends. This tactic can reduce list churn and keep subscribers engaged with your other emails.
This/That: Male or female? Red or white wine? Flats or heels? Dog or cat? Homeowner or interior designer? Your customers click through your emails regularly, and not paying attention to their behavior is a waste of valuable data.
- Solution: Track where your customers click in your campaign and record this information in segmentation fields. Pair this data with behavioral-targeting solutions like dynamic content and Predictive Product Recommendations to send targeted campaigns that engage your customers 1:1.
For this example, we're creating an email that asks customers to vote for a specific style. This provides you with feedback that you can use to deliver personalized emails to each customer.
SETTING UP THE SEGMENTATION
The first step is to set up a segmentation field group with the applicable segmentation fields.
1. Navigate from the home menu to Contacts.
2. Go to Segmentation.
3. Then, Create New Field Group.
4. Enter a name that's unique to the campaign you're using the segmentation for. For example, favorite style, such as suit or blouse.
5. Then, set up the applicable fields. For example, suit/dress, male/female, red/white/blue. When creating these fields, be sure to set the data type to Radio Button.
- NOTE: Please note that using spaces in this format is acceptable.
CREATING THE SUBSCRIBE CONTACT FORM
Subscribe contact form code is used to generate custom code that allows you to capture information about your customers. Navigate from the home menu to Support > Code Support > Subscribe Contact Form.
- Navigate to the subscribe form code section.
- Locate the action link.
- Copy this link and place it in a code editor. You will need to edit it in the below steps.
- NOTE: This link sends your customers to a generic page thanking them for subscribing (as shown below). We suggest driving your customers back to your site, or a customized page that could be built outside of Listrak. However, follow the below steps to add a URL redirect to your message.
After you've copied the above link and would like to add a redirect:
4. Navigate to the After submission, redirect to section.
5. Enter the applicable URL.
6. Click Update.
You should see a crvs value added below the action link that was previously copied above.
7. Copy the value in the quotation marks and place it in your code editor. This will be used below.
BUILDING THE LINK STRUCTURE
We'll be building out the below string and adding query string parameters. Swap out the appropriate parameters, or follow step-by-step below.
- NOTE: The links in the below snippets of code are not live links. Please do not copy the links below, as they are not tied to your account. After you've located the links above, please use these, as they are unique to your account.
?email=#listrak\email#&crvs=[VALUE]&RadioButton.[Listrak Field Group]=[Listrak Field Name]
1. First, use the link copied in step 3.
2. Add the following snippet directly after the link. This is the system link that's being used to pass the email address and information about the subscriber back to Listrak.
3. Then, add the field data type. This should be a radio button.
4. Next, add the field group name.
5. Lastly, add the field name.
Build out the above string for each field, adding the different fields to the end of the string. This is easier to build in a code editor, where you can then copy and paste when you begin building the message.
We have created three fields (shirt, suit, and blouse).
If you added a link redirect in the above steps, you can now add it to the above string.
- NOTE: This is being placed right after email#. Be sure to add an &crvs=[value copied from Listrak], followed by an & before the remaining portion of the string. Your snippet should look similar to the below.
CREATE THE MESSAGE
Create your message using Listrak Composer. For this example, there's a section with three different styles (as images), and buttons placed under each of the images.
Click the first image and paste the corresponding snippet for the Link URL. For example, this is our suit image, so we would paste this snippet.
Click the button and place the same snippet on the Link URL for the button.
Repeat for the remaining items in your email. Be sure to apply the correct field snippet to the correct item in the email, placing this on the image and the button.
Be sure to save your message often!
TESTING THE MESSAGE
After you've added the applicable snippets to your images and buttons, navigate back to the message authoring screen and send yourself a test message. Be sure your test email address is subscribed to the list.
After you receive the message, cast your vote. Then navigate to Contacts > Search for a Contact. Enter your test email address and view the email address. Then view the applicable segmentation and you should see the radio button you voted for.
USING PREFERENCE DATA IN EMAILS
After you've gathered preferences and information about your customers, you can use this data to personalize their sends. For example, apply different segmentation to each of your sends. Learn more about segmentation here.
You can also create a single email that can be delivered to a large group of people, but still be highly personalized to their preferences using Dynamic Content.