Targeting with Success
Targeting is a critical stage in the preparation of a campaign. Any error at this stage could have an impact on the turnover of the company.
In addition to mastering the targeting tool, (see 'Understanding targeting modules'), a successful targeting will require a good knowledge of the features of the contacts you want to reach, the impact of the different communication channels and the required commercial pressure.
Recommended steps
Whether your action is made of one or several campaigns, whether you use several communication channels in parallel or at different times, it is necessary to have a clear idea of who will receive what and when.
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Define the contacts you want to reach
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Define the communication channels used for each identified group of contacts
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Determine the send time for each channel
The best way to carry out this reflection might be with a pen and a sheet of paper (or a Word document)
Who? Define the contacts you want to reach
Explain in a single sentence the contact group(s) you want to reach.
Next, describe the characteristic(s) of these contacts (common/distinguishing criteria) independently of the communication channels used.
Do not forget exclusions (customers who made a purchase on the previous day, customers who received another mail communication the previous day...).
Example: I would like to reach French customers of 8 stores in France, who are members of my loyalty program.
| Criteria common to my contacts | Criteria common to my contacts |
|---|---|
| Contact status | Customer |
| Nationality | French |
| Country of the stores to which the contacts are linked | France |
| Stores linked to the contacts | List of the 8 stores |
| Loyalty program status | Member |
How? Define the communication channels used for each identified group of contacts
Determine the channel(s) that you want to use for your campaign.
This choice will probably be influenced by the data available in your database (e-mail, mobile phone number, postal address), how precise they are, as well as the marketing consent to use a specific channel (opt-in/subscription).
Example: My campaign will reach my target through two communication channels: email and SMS.
| Components of the action | Channel used |
|---|---|
| Contacts with only an e-mail address | |
| Contacts with only a mobile phone number | SMS |
| Contacts with both an e-mail address and a mobile phone number | SMS |
Conclusion:
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You obtain 3 sub-populations.
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New selection criteria highlighted through the choice of a communication channel: Opt-in email/Opt-in SMS/Email address known/Mobile number known.
These new criteria are distinguishing ones:
| Criteria common to my contacts | Criteria common to my contacts |
|---|---|
| Status of the contacts | Customer |
| Nationality | French |
| Country of the stores to which the contacts are linked | France |
| Loyalty program status | Member |
| Distinguishing Criteria | Distinguishing Criteria |
| Opt-in | E-mail / SMS / Both |
| Contact data known? | E-mail / SMS / Both |
A Venn diagram can easily represent these logical links.
Example
A = customers with a known e-mail address
B = customers with a known mobile number
C = customers with both an e-mail address AND a mobile number
When? Determine the send time for each channel
Plan the ideal contact time.
Example: The communication is planned on two distinct days depending on the communication channel, in order to choose an optimal opening/reading time.
The campaign schedule will most probably impact your targeting criteria:
CASE 1
| Components of the action | Channel used | Contact time |
|---|---|---|
| Contacts with an e-mail address but no mobile number | June 19th 2017 at 6pm | |
| Contacts with a mobile number but no e-mail address | SMS | June 20th 2017 at 9am |
| Contacts with both a mobile number and an e-mail address | SMS | June 20th 2017 at 9am |
As a result, your targeting will take the following elements into account:
- E-mail targeting: E-mail address is known + Mobile number is unknown
- SMS targeting: Mobile number is known
CASE 2
| Components of the action | Channel used | Contact time |
|---|---|---|
| Contacts with an e-mail address but no mobile number | June 19th 2017 at 6pm | |
| Contacts with both a mobile number and an e-mail address | June 19th 2017 at 6pm | |
| Contacts with a mobile number but no e-mail address | SMS | June 20th 2017 at 9am |
As a result, your targeting will take the following elements into account:
- E-mail targeting: E-mail address is known
- SMS targeting: Mobile number is known + E-mail address in unknown