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One of the most powerful techniques for increasing the effectiveness of your email campaign,
is to segment your list into smaller more targeted lists. In Act-On, creating dynamic
segments is simple, and yet, very powerful. Let's take a look. From my marketing list,
I'll choose "Jeff's Marketing List." Whether you've uploaded a trade show list, or pulled
in a report from your CRM, you can easily define a dynamic segment from any list.
From a list or a segment, I have many options. I can set up a list maintenance program I
can send a message directly to this list, generate AB split tests, and define a segment
of this list. Today I'll show how I built the Directors and VPs of Marketing West Coast
segment. Act-On gives me power to access all profile attributes within the platform.
I've set up my "contains options" and added VP, and Director. Because this is a West Coast
segment, I selected state equals California, Washington, or Oregon, and the department:
marketing. Segmentation on profile attributes is very common. The real power of Act-On lies
in the ability to add specific behaviors to the segment based on tracking and scoring
within the Act-On platform.
I built this segment on a specific set of behaviors. Looking at the time period, I set
this up for the last 90 days. Here I customized this by adding three specific behaviors: open
messages, visited web pages, and downloaded media. Then in open messages I selected at
"least this many" and entered seven.
For both visited web pages and downloaded media, I select the option of "some of these"
and chose from all the web pages I'm tracking within the platform: programs, web site visitor
tracking. For the media option, I chose a webinar recording, "SMBs crossing the chasm."
Then the act on demo video, and six other files related to VPs and directors of marketing.
Now that I've created a VP and director segment for the coast, I can store the parameters.
Then to reuse them, click "load" only to change the states for an east coast segment. For
my master list, I again have many options. I can create sub-segments off of a segment
that allows me to drill down and be even more specific.
Again, I define this segment as any Director or VP in marketing on the West Coast whose
activities or behavior have pushed them over the score of 35. Now they are associated here
in this dynamic list. Dynamic, for the marketer, means more power and more control and once
set up, the Act-On platform will continually canvas the database looking for anyone who
fits the profiles, the behaviors and the scoring attributes I've set up, automatically moving
them into this segment.
From here, the possibilities are only limited by my own creativity. Act-On allows me to
improve my marketing effectiveness by quickly and easily creating dynamic segments and targeting
my email campaigns to those appropriate segments. Today, this is what my customers expect and
appreciate; messages that are relevant and tailored to their specific needs.
To learn more about Act-On's lead scoring, drip marketing programs, website visitor tracking,
for driving additional revenue for your business, or to schedule a one-to-one personal demonstration,
contact us at www.actonsoftware.com.