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One of the most effective targeting applications is
birthday messaging. Many businesses collect birthday data to
send a timely special offer or personalised discount voucher
location of the subscriber is
known, the birthday offer
could be linked to a local outlet
or restaurant, and, if their
preferences are captured, even to
their favourite product or menu.
TB –You mentioned
engagement as a profiling
dimension. What do you
mean by this?
MM – Engaged customers are
the ones who regularly open,
click, and interact with your
marketing campaigns. They’re
great for your business. In
contrast, disengaged customers
are those who have lost their
original interest and may be
drifting to your competitors.
Engagement is an abstract
concept that’s hard to quantify,
so earlier this year we
introduced a scoring algorithm
that automatically captures
how subscribers interact with
campaigns over time. It gives
a quantifiable measure of
engagement and can be used to
target future messages based on
historical behaviour.
entertainment customers sent
a campaign identifying and
rewarding their top subscribers
with VIP tickets. Their open
rate increased from 18% to
60% - that’s almost triple the
industry average. At the other
end of the scale, subscribers on
the fringes of your audience can
be targeted with re-engagement
incentives or new messaging.
TB –What would you say is
at the cutting edge of email
marketing right now?
MM – We’re really excited
about “Audience Insights”.
This is a form of behavioural
profiling, which takes
performance measurement way
beyond both standard analytics,
and even engagement scoring.
Most email campaigns contain
goal-based links, which drive
readers onwards to a
website. Audience
Insights works by
tracking a
subscriber’s
journey from the email
campaign right through to
their subsequent online activity,
recording a range of data on
their browsing behaviour,
interests and purchases.
The objective is the same, to
capture valuable intelligence,
which can be used to continually
refine future campaigns. We
released Audience Insights
this summer and it’s already
being used by customers in
ecommerce, travel, media and
other applications.
Contact:
For more information on
the above or to find out
about SignUp.to visit
www.signupto.com
TB –So how would you use
engagement profiling?
MM – Five-star subscribers,
that’s those who are
highly engaged, can be
rewarded with loyalty
schemes and special
offers. One of our
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