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 support@salsalabs.com to put in a request.

Legislator Info

CONTACT INFO

Web: help.salsalabs.com

Email: training@salsalabs.com

THANK YOU!