Your newsletter is sent weekly and you want to ensure your audience is engaging with the content within, perhaps you have important information regarding the company inside that you need people to open.
It would be great to have a way to create a dynamic filter which would continuously update when someone opens your email, wouldn't it? Well there is actually a way to create this!
Let's create what's called a 'Segment' together. When you go into Contacts, you're looking at Groups by default, however at the top of the Groups list you can switch that to Segments
In the image above, you'll see a button that says 'Create Segment'. Let's select this together. Next we will have:
Name the Segment what you'd like to achieve, so for example with mine, I'm going to call it 'Unopeners' and then in the Description I'm going to mention this is for the last 3 months of campaigns.
Next we're going to choose the 'Group' that we'd like to gather this data from. I'm going to go with a Group that has my colleagues in called Staff', so I can see which of my colleagues aren't opening my emails. Once you've chosen your group click 'Create Segment'.
You'll immediately have the contact list load in front of you and the filters window open up, as above.
This is where we're going to choose the 'Field' we need. When selecting the drop down, you'll notice that there is a few to choose from.
We have all of the Contact Card details, including any custom fields you have, so that you could create a Segment based on someone's email address, postcode, position etc. This really enhances your possibilities on data analysis based on Company details and location.
In this case I want to scroll all the way down to 'Behaviour' in Blue.
This above is our list of Behaviour options, extensive right? We are going to select 'Opened' in this scenario as we want to see who hasn't opened our campaigns in the last 3 months. You can choose Opened Campaign to check who has or hasn't opened a specific campaign.
We're now going to move onto the next filter drop down which is 'Operator', and we're going to select the drop down 'In the last X days'. In the last field 'Value' we're going to edit this to say '90'.
Please make sure to select 'Apply' and then 'Save Changes' so that we're able to click on the main screen behind the Filter page.
Now that we have our Segment, we now have a list of those who haven't opened our campaigns. What are we going to do with it you may ask?
We're going to retarget them using this 'Segment'.
When you follow the normal steps to send an Email through your Email Editor, you'll get to the 'Audience' step, and now instead of choosing a Group, we're going to select Segments next to it.
In the list we'll choose the Segment we've just created and then 'Next' to send.
Bonuses of Segments, because they're dynamic, which means you don't need to maintain the list of contacts within. They'll only show if they apply to the criteria set in your filters, which means if your contacts start opening your campaigns, they'll be automatically removed from the segment.