We’ve been working on some exciting new, easy to use, features and are proud to announce Mailigen automated segmentation. This is a completely unique capability – No other email marketing service offers fully automated segmentation.
Integrating online surveys in e-mail marketing allows you to discover more about customers. Afterwards segment contacts based on the obtained in order to send more relevant emails. Simple right?
In reality the process can be quite difficult without appropriate tools and features. Using traditional methods, you must export survey results in separate files, make your selections, then re-import results in the CRM database. Wasting your precious time and resources. We can help.
Automated segmentation process
Mailigen online surveys are much simpler to use. There is no need to export and re-import obtained results in the system. That’s because our tools allow you to create segments automatically based on survey responses. Once the respondent has completed the survey, responses are added to the database. The type of response can be used to segment contacts.
How Mailigen automated segmentation works
Setting automated segments in Mailigen doesn’t require complex knowledge of email marketing. All you have to do is to create a new segment before or after you launch the survey, then mark the option that allows storing survey results in the database. The total process can be divided into three steps: create a segment, prepare a survey and evaluate results. Now that’s simple! Here are some easy to follow instructions for getting started:
1. Create a segment
Before creating a new segment, make sure you already made a table field for values in the database. The table field will be used to create a new segment and keep survey responses. Then proceed with creating a segment or a survey.
If you already know your segmentation criteria, you can create new segments before making a survey. If you don’t know, you can create new segments after the survey when respondents complete the questionnaire. You can also create new segments when you send a new email marketing campaign to a targeted group.
2. Prepare a survey
When preparing a survey, be sure to mark the option that allows storing survey answers in the database. You can do it in the second step of writing survey questions. In the field of additional options, click ‘Add reply to the database’.
This option is available only to following question types:
- One answer
- Several answers
- Free responses
By choosing ‘one answer’ as a segmentation criterion, your grouping will be more accurate. Conversely, if there are several answers or free text responses, you can only use one keyword appearing in the answers as segmentation criteria.
3. Evaluate results
View your survey campaign results and evaluate them by analyzing the concrete segments. If you haven’t created them yet, then look at the segmentation criteria. The segmentation is done automatically and new values are added to each contact in the database. After the first time, they can be used to select a target group.
Why should you use Mailigen automated segmentation
The more appropriate and targeted your email content, the more the recipient will want to receive from you. Determining the qualitative target audience is the most important reason you should use Mailigen surveys in order to effectively create segments.
Qualitative target audiences are an important component of your email marketing strategy. Ensuring there is no waste of time and money to clean the database or pursue re-engagement campaigns for inactive recipients. Building qualitative target audiences is a long-term investment for email marketing activities.
Mailigen automated segmentation and online surveys allow you to gather information you may not obtain during the subscription process. By adding a survey link to email autoresponders, everyone who signs up for news will receive an email with the invitation to fill in a survey. The answers are stored in the database (if this option is activated in the questionnaire). Linking online surveys with segmentation and autoresponders, ensures fully automated segmentation so every new subscriber is already included in a specific target group.