Segment at Delivery with Delivery Filters

TJ Spinks

On going Email Campaigns can benefit from segmentation at delivery time. Delivery filter allow you to filter down to specific recipient groups for the Email Campaign. The defined filters reflect various levels of engagement.

• Constituents who have not been previously mailed
• Constituents who have been mailed to but have not opened
• Constituents who have opened a message but have not clicked through
• Constituents who have clicked through but have not completed an action
• Constituents who have completed an action

Each of these filters is processed in the context of the Email Campaign. The filters will be used to select recipients from the mailable audience at delivery time.

Putting this into practice using a weekly newsletter as an example. Given an ongoing weekly newsletter there are bound to be constituents that regularly read the message and constituents that are opted in yet haven't recorded any engagement with the campaign. The next time the newsletter is set to go out plan to schedule 2 deliveries.

The first delivery will be configured using the filter "Constituents who have been mailed to but have not opened." Schedule this to process as in previous mailings.

The second delivery will begin by selecting "Run an A/B Test." Here is found a means to restrict the audience to a random sampling of the given target group list. Setting the Sample percentage to 10 this delivery will target 10% of the remaining deliverable audience after the initial delivery. The remaining deliverable audience after the first send will only include those constituents that have not opened a message from the campaign. For this delivery the delivery filter is implied.

The second delivery will be sent serially with the first. Once the first delivery has completed the second delivery may begin. With this in mind it is recommended that it be scheduled to process 30 minutes after the first delivery.

When the deliveries have processed compare the stats for the segmented deliveries. Targeting engaged users should improve all stats for a specified delivery. Targeting a percentage of non responders allows this segment to be analyzed without incurring exceptional Spam complaint rates, bounces, or unsubscribes due to list exhaustion.

Delivery filters, a built in Email Campaign delivery segmentation tool.