Personalization and targeting are trends for a long time already within digital marketing, and there we within Flexmail are heavily anticipating on. We launched extensive segmentation options, interest groups, preferences and the Workflows in the past to set up elaborate marketing automation scenarios. Also Contact Related Content is in our arsenal for some years now, but the feature has stayed a little under the radar up to now. Proudly we introduce to you our renewed Contact Related Content! From now on you set up a completely personalised message in the Smart Builder in no time.
In case that you have used the Flexmail platform and the extensive support documentation for some time now, you have come across Contact Related Content without doubt, or you may even have experimented with it. Do you need a refresher? Thanks to Contact Related Content you send very targeted emails to your contacts, by showing variable content to different contacts, depending on the information you have gathered about them. Instead of creating different email messages, you just bundle all content in one and the same email message.
What are the advantages?
Due to Contact Related Content you can reduce the time that you spend setting up your email campaigns significantly, and you maintain a much better overview during the creation process. But what is more important, is that you are only raising the relevance of your email messages. What is not interesting for a contact, he will not see based on your selections. This leads to higher engagement scores and eventually better results.
Contact Related Content, how does this differ from personalisation?
You can compare Contact Related Content with personalisation codes, but then with even more flexibility. Rather than just filling out the value of a field, you show or hide your specific content based on different data. That way you can use contact fields, interest groups, preferences and actions in previous campaigns. That way you optimally apply data that are available in your Flexmail database yet.
A simple example is that you show a clothing style depending on the gender of your contact. Men get to menswear, women get to see women’s clothing. The rest of your email, for instance a nice discount when a contact orders from the clothing line, remains the same for all recipients.
Contact Related Content in the Smart Builder
You can implement Contact Related Content for some time now in Flexmail via specific codes. Now this feature is fully integrated in the Smart Builder. For each structure and each element you can simply configure for who this section may be visible.
How does that work?
As always you start off with creating your message in the Smart Builder 2.0. We take the above example by way of illustration. So you click on the gear behind each specific structure or element. Automatically a pop-up opens, in which you assign a certain structure of element to a target group via selections. That way you assign a structure with call-to-actions for menswear to contacts that have received ‘man’ as a value for the field ‘gender’.
You can even go further here. Does the clothing range of your online web store differs per region? Then you implement region as a second criteria by clicking on the plus icon.
You see that the criteria for Contact Related Content are processed in the same way as the segmentation criteria to split up your contact list in target groups. Moreover, you can also use the AND/OR setting when a contact should respectively meet both criteria or one of the two criteria or you can group criteria via the chain icon.
In the next example a campaign was already sent with a discount of 20 percent for the clothing line and you see how all these elements have been put up. Via the chain icon we kept two criteria together concerning the links from the campaign. Then we used the OR setting seeing so that the customer should only click on one of two links from the previous campaign to see the structure or element from this message. So you see that based on the clicking behaviour of your contact the content of your email can also be different.
It all lies in your data
Of course we are anxious to see how you will get to work with Contact Related Content. Think of the information that you already have in your Flexmail database and how you can optimally apply this for targeted communication to your different target groups.
The possibilities are endless, but also depend on your corporate activities and the relationship that you have with your subscribed contacts. It’s best that you brainstorm about which data that you optionally need to capture or need to complement, and how Contact Related Content can work for your type of email communication and then you can optimally benefit from this fantastic feature as well!
