Targeting with Success
Targeting is a critical stage in the preparation of a campaign. Any error at this stage could have an impact on the turnover of the company.
In addition to mastering the targeting tool, (see 'Understanding targeting modules'), a successful targeting will require a good knowledge of the features of the contacts you want to reach, the impact of the different communication channels and the required commercial pressure.
Recommended Steps
Whether your action is made of one or several campaigns, whether you use several communication channels in parallel or at different times, it is necessary to have a clear idea of who will receive what and when.
Define the contacts you want to reach
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Define the communication channels used for each identified group of contacts
Determine the send time for each channel
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Who? Define the contacts you want to reach
Explain in a single sentence the contact group(s) you want to reach.
Next, describe the characteristic(s) of these contacts (common/distinguishing criteria) independently of the communication channels used.Do not forget exclusions (customers who made a purchase on the previous day, customers who received another mail communication the previous day...).
Example : I would like to reach French customers of 8 stores in France, who are members of my loyalty program.
Criteria common to my contacts
Contact status
Customer
Nationality
French
Country of the stores to which the contacts are linked
France
Stores linked to the contacts
List of the 8 stores
Loyalty program status
Member
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How? Define the communication channels used for each identified group of contacts
Determine the channel(s) that you want to use for your campaign.
This choice will probably be influenced by the data available in your database (e-mail, mobile phone number, postal address), how precise they are, as well as the marketing consent to use a specific channel (opt-in/subscription).
Example : My campaign will reach my target through 2 communication channel: E-MAIL and SMS.
Components of the action
Channel used
Contacts with only an e-mail address
E-mail
Contacts with only a mobile phone number
SMS
Contacts with both an e-mail address and a mobile phone number
SMS
Conclusion :
You obtain 3 sub-populations.
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New selection criteria highlighted through the choice of a communication channel: Opt-in e-mail / Opt-in SMS / E-mail address known / Mobile number known.
These new criteria are distinguishing ones.
Criteria common to my contacts
Status of the contacts
Customer
Nationality
French
Country of the stores to which the contacts are linked
France
Loyalty program status
Member
Distinguishing Criteria
Opt-in
E-mail / SMS / Both
Contact data known ?
E-mail / SMS / Both
A Venn diagram can easily represent these logical links.
Example :
A = customers with a known e-mail address
B = customers with a known mobile number
C = customers with both an e-mail address AND a mobile number -
When? Determine the send time for each channel
Plan the ideal contact time.
Example: The communication is planned on two distinct days depending on the communication channel, in order to choose an optimal opening/reading time.
The campaign schedule will most probably impact your targeting criteria:
CASE 1
Components of the action
Channel used
Contact time
Contacts with an e-mail address but no mobile number
E-mail
June 19th 2017 at 6pm
Contacts with a mobile number but no e-mail address
SMS
June 20th 2017 at 9am
Contacts with both a mobile number and an e-mail address
SMS
June 20th 2017 at 9am
As a result, your targeting will take the following elements into account:
E-mail targeting: E-mail address is known + Mobile number is unknown
SMS targeting: Mobile number is knownCASE 2
Components of the action
Channel used
Contact time
Contacts with an e-mail address but no mobile number
E-mail
June 19th 2017 at 6pm
Contacts with both a mobile number and an e-mail address
E-mail
June 19th 2017 at 6pm
Contacts with a mobile number but no e-mail address
SMS
June 20th 2017 at 9am
As a result, your targeting will take the following elements into account:
E-mail targeting: E-mail address is known
SMS targeting: Mobile number is known + E-mail address in unknown