Apemag

  • Home
  • Whitepapers
  • Categories
    • Email marketing
    • Personalization
    • Targeting
    • Trends
  • Contact
Content, Email marketing, Geen onderdeel van een categorie, Inspiration!, Marketing automation, Personalization, Targeting

Discover the new Contact Related Content in the Smart Builder 2.0

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’.

Screentshot_0

Screentshot_00

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.

Screenshot_1

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.

Screenshot_2

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!

Jun 28, 2016Melanie Schaekers
Previous storyLet contacts map out the communication route of your email marketing strategyNext storySend an invoice with a strong CTA
Home Discover the new Contact Related Content in the Smart Builder 2.0
7 years ago Content, Email marketing, Geen onderdeel van een categorie, Inspiration!, Marketing automation, Personalization, Targeting499
Melanie Schaekers
Website
The best content directly in your inbox

Get notifications for new blog articles or subscribe for your GDPR communication!

Recente posts
  • Adapting your marketing efforts to COVID-19, now and tomorrow 14 May 2020
  • Communicating in times of crisis 20 March 2020
  • “It’s a salesting”, come again? 1 March 2019
  • The real estate industry: Building your client base using email marketing 23 May 2018
  • The tourism industry: A ray of sunshine in your mailbox 2 May 2018
  You Might Also Like  
Strategy

When should you send your campaign?

The right message at the right time. It’s an art! Getting it right often means high conversion. One of the parameters is the exact time when you’re letting your mailing loose on your target audience. Nov 14, 2012Michelle Dassen

Cases, How to start with email marketing, Inspiration!, Tips

Send a cat an email in 4 steps

Or at least to his owner. With this example we like to show that a simple message as “Run to the store and buy us some cat food” can work. May 9, 2016Ann Flipkens

Afleverbaarheid, Cases, Deliverability, Email marketing, How to start with email marketing, Inspiration!, Strategy, Surveys, Testing, Tips, Trends

Flexmail launches the results of its Email Barometer for the third year in a row!

With this annual national survey we wanted to find out how Belgian companies are currently dealing with email marketing. We map their strategy in 2015 and reveal the trends and expectations of the Belgian email marketing landscape in 2016. The overall results of the Email Barometer reveal some interesting insights. Mar 30, 2016Michelle Dassen

Strategy

7 strategies to soften a blooper

Email marketing is a quick tool. Quick sometimes means a little too fast. And even if you have a good check in place, it’s easy to miss a mistake when clicking on the send button. Sep 12, 2014Michelle Dassen

Content, Email marketing, Inspiration!, Marketing automation, Personalization, Strategy, Trends

The future email marketing trends!

Robots that get our groceries, autonomous cars and trash cans that empty themselves. Those are the things that come to mind when someone says trends of the future. These are all changes that will make our lives easier. That is what we are trying to achieve within email marketing as well. We are constantly searching […]

Gmail changes its policy for images

It’s sometimes a nightmare for e-marketers: images that aren’t displayed as default in some email clients. Outlook is a stickler there and Google followed the same slope with Gmail. Safety was the favourite argument. Dec 13, 2013Ann Flipkens

Cases, Content, context, E-commerce, Inspiration!

The tourism industry: A ray of sunshine in your mailbox

Endless white beaches, ancient architecture and beautiful settings.The tourism industry has everything it takes to make its customers long for vacation using just one image. unfortunately images alone won’t be enough to convince the customers to choose your travel agency. You have to entice them to take that final step and trust you to take care […]

Strategy

A fairytale with over-enthusiastic e-marketers

A family man is choosing a destination for his vacation. He has rented a cottage in the south for the family. They will travel with the family car. So this family man also books several hotel nights en route. Jun 25, 2013Ann Flipkens

Most Viewed
2,186

More subscriptions, less unsubscriptions: razor sharp e-commerce of Dollar Shave Club

1,618

10 tips to integrate a promo code in your email marketing

1,484

An integrated offline and online communication at Nespresso

1,393

Bloopers you can avoid

1,233

Was this useful?

1,181

11 ideas to improve your opt-in form

1,108

The future of email marketing (II)

1,071

Give your automation a new dimension

2018 © Flexmail