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. 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 my top Group which is 'All Contacts'.
Above you'll see we have a Filters page appear on the right.
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, 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.
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 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, when you get to 'Audience' we're going to change the drop down at the top from 'Groups' to 'Segments'.
Where we'll choose the Segment we've just created and then 'Next' to send.
Bonuses of Segments, because they're dynamic, when your retarget comms is opened by those within the filter, they'll slowly drop off so that you can see the impact of retargeting and ensure your important newsletters are seen.