Date post: | 21-May-2015 |
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Technology |
Upload: | salsa-labs |
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Targeting and Advanced Email Features
Jake PatoskiTraining & Learning
Agenda1. The targeting query interface2. Types of queries3. What to do with these queries?4. Merge fields5. Dynamic Content6. Questions?
The query interface
• Naming/Saving/Recalling
• Condition type• Conditions• Operators• And/or your queries
Psst – they’re the same tool used in email targeting
• Are you targeting a segment of your list based on…• information they’ve provided?
(Demographic)• where they live? (Geographic)• how active they’ve been in Salsa / this
campaign? (Salsa past activities)• Probably, it’s a mix.
What to do with these queries?
Types of queries
• Geographic• Demographic• Past (Salsa) activity• Suppressions
• The ol’ stand-bys• Supporter fields: City, State, Zip
• Legislative information• Requires the append script (request through Salsa Support).• Supporter fields: District (federal only)• Legislative Distrcit: Federal Senate/House, State
Senate/House, select all that apply• Within Postal Region
• “The query starts from the centroid of the zip code you choose, then looks up any zip codes that fall within X mile radius of that centroid.”
• Set your range and your central zip code.• Other Addresses
• For orgs that collect multiple addresses from their supporters (home/work/vacation/etc.)
Geographic queries
• Anything in Supporter fields• Custom Fields• Source Details
• Target everyone who signed up through a certain page by querying a URL in Source Details
• Groups• TBH - By default, there’s not a lot of true demographic
information.• Add custom fields to collect this data, if helpful.
(Birthdate, gender, etc.)• Have supporters self-select by adding optional groups
to your pages.
Demographic queries
• Supporter information• Date created/modified
• Donation information• LOTS of options• Donation relative date to find recent donors.
• Action history• Participated (or not) in action• This is limited, so think of other ways to track actions
(putting people into groups)• Events
• “Signed up for” – the automatic status for registrants.• All other options are manually set.
Past Salsa activity queries
• Email• Status – Has the email to the recipient… Failed, Sent, Opened,
Clicked• History – Was the supporter targeted (or not) by a specific blast?• Statistics –
• Emails sent/opened/clicked – how many emails has the supporter received?
• Last Open/Click – what date did the supporter last open or click an email blast? (Greater than = after, Less than = before)
• Scoring• Let the ‘cream of the crop’ supporters rise to the top.• Lets you rank (and quantify) what’s important to you – emails
opened, actions taken, donations made, etc. • Set this up ahead of time!
Past Salsa activity queries
• During a campaign, after your initial email• Everyone who looked at your email
(opened) but didn’t click anything, or didn’t look at the email.
• (Tip: Use your reporting to figure out which one to send.)
• Write an email to everyone who took action, asking them to TAF.
Examples
Merge fields
• Merge fields are like Mad Libs for your supporters.
• But less funny and more useful.
• Use them to make your email blast more personalized.
• Find a field’s API database name (go to Manage Custom Fields to find this), wrap it in [[brackets]].
• Create a fake account in your database and TEST a send before you launch the blast.
• First intro to Dynamic Content – “Supporter Fields” uses a wizard to create merge fields.
Dynamic Content
• Use Salsa data to customize your email blasts.
• Configured through a pop-up wizard.
• We’ll focus on the following four options:• Supporter Fields (aka
Merge Fields)• Group Membership• Donation History• Legislator Info
• What it does: Supporters in a specific group receive specialized content, everyone else gets something else.
• What do you do: Choose the group to receive special content, write content for the group and then everyone else.
• Useful for: Helpful for including different ask strings, providing content relevant to a particular group, and more.
• Notes: You’re not limited to one group, but you’ll need to play with some Javascript.
Group Membership
• What it does: Insert a donation amount that is based on a supporter’s past donations.
• What do you do: Select whether to base the ask number on Most Recent, Average, Largest, or Smallest donations. • Then optionally increment that number by a fixed amount
or percentage.• Useful for: Asking for a higher donation to aim for an increase
in average gifts. (Best for planned campaigns, especially End of Year!)
• Notes: Some supporters may find this creepy and/or greedy. Make sure to review results after using this for the first time.
Donation History
• What it does: Inserts your supporters’ legislator information into the email content.
• What do you do: Choose which fields to include, from ID’ing info like Full Name, State, and Party, to contact info like Phone, Fax, or Website.
• Useful for: Call-your-legislator campaigns, educating your supporters, personalizing an action alert
• Notes: Requires the append script to be run on your account; contact [email protected] to put in a request.
Legislator Info
THANK YOU!