Master Email Targeting: Queries and advanced email features
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Video here: http://www.youtube.com/watch?v=I9uqKXifx2Y The Query tool is the key to your email targeting strategy. When combined with advanced email features, like Group Conditional Content, you can get very specific and customized with your blasts. Learning goals: 1) Explore various query condition types, such as geographic, demographic, and action-based queries; 2) Review merge field options; 3) Check out other Dynamic Content features (group conditional content, donation history, and more).
Transcript of Master Email Targeting: Queries and advanced email features
Targeting and Advanced Email Features
Jake PatoskiTraining & Learning
Agenda1. The targeting query interface2. Types of queries3. What to do with these queries?4. Merge fields5. Dynamic Content6. Questions?
The query interface
• Naming/Saving/Recalling
• Condition type• Conditions• Operators• And/or your queries
Psst – they’re the same tool used in email targeting
• Are you targeting a segment of your list based on…• information they’ve provided?
(Demographic)• where they live? (Geographic)• how active they’ve been in Salsa / this
campaign? (Salsa past activities)• Probably, it’s a mix.
What to do with these queries?
Types of queries
• Geographic• Demographic• Past (Salsa) activity• Suppressions
• The ol’ stand-bys• Supporter fields: City, State, Zip
• Legislative information• Requires the append script (request through Salsa Support).• Supporter fields: District (federal only)• Legislative Distrcit: Federal Senate/House, State
Senate/House, select all that apply• Within Postal Region
• “The query starts from the centroid of the zip code you choose, then looks up any zip codes that fall within X mile radius of that centroid.”
• Set your range and your central zip code.• Other Addresses
• For orgs that collect multiple addresses from their supporters (home/work/vacation/etc.)
Geographic queries
• Anything in Supporter fields• Custom Fields• Source Details
• Target everyone who signed up through a certain page by querying a URL in Source Details
• Groups• TBH - By default, there’s not a lot of true demographic
information.• Add custom fields to collect this data, if helpful.
(Birthdate, gender, etc.)• Have supporters self-select by adding optional groups
to your pages.
Demographic queries
• Supporter information• Date created/modified
• Donation information• LOTS of options• Donation relative date to find recent donors.
• Action history• Participated (or not) in action• This is limited, so think of other ways to track actions
(putting people into groups)• Events
• “Signed up for” – the automatic status for registrants.• All other options are manually set.
Past Salsa activity queries
• Email• Status – Has the email to the recipient… Failed, Sent, Opened,
Clicked• History – Was the supporter targeted (or not) by a specific blast?• Statistics –
• Emails sent/opened/clicked – how many emails has the supporter received?
• Last Open/Click – what date did the supporter last open or click an email blast? (Greater than = after, Less than = before)
• Scoring• Let the ‘cream of the crop’ supporters rise to the top.• Lets you rank (and quantify) what’s important to you – emails
opened, actions taken, donations made, etc. • Set this up ahead of time!
Past Salsa activity queries
• During a campaign, after your initial email• Everyone who looked at your email
(opened) but didn’t click anything, or didn’t look at the email.
• (Tip: Use your reporting to figure out which one to send.)
• Write an email to everyone who took action, asking them to TAF.
Examples
Merge fields
• Merge fields are like Mad Libs for your supporters.
• But less funny and more useful.
• Use them to make your email blast more personalized.
• Find a field’s API database name (go to Manage Custom Fields to find this), wrap it in [[brackets]].
• Create a fake account in your database and TEST a send before you launch the blast.
• First intro to Dynamic Content – “Supporter Fields” uses a wizard to create merge fields.
Dynamic Content
• Use Salsa data to customize your email blasts.
• Configured through a pop-up wizard.
• We’ll focus on the following four options:• Supporter Fields (aka
Merge Fields)• Group Membership• Donation History• Legislator Info
• What it does: Supporters in a specific group receive specialized content, everyone else gets something else.
• What do you do: Choose the group to receive special content, write content for the group and then everyone else.
• Useful for: Helpful for including different ask strings, providing content relevant to a particular group, and more.
• Notes: You’re not limited to one group, but you’ll need to play with some Javascript.
Group Membership
• What it does: Insert a donation amount that is based on a supporter’s past donations.
• What do you do: Select whether to base the ask number on Most Recent, Average, Largest, or Smallest donations. • Then optionally increment that number by a fixed amount
or percentage.• Useful for: Asking for a higher donation to aim for an increase
in average gifts. (Best for planned campaigns, especially End of Year!)
• Notes: Some supporters may find this creepy and/or greedy. Make sure to review results after using this for the first time.
Donation History
• What it does: Inserts your supporters’ legislator information into the email content.
• What do you do: Choose which fields to include, from ID’ing info like Full Name, State, and Party, to contact info like Phone, Fax, or Website.
• Useful for: Call-your-legislator campaigns, educating your supporters, personalizing an action alert
• Notes: Requires the append script to be run on your account; contact [email protected] to put in a request.
Legislator Info
THANK YOU!
