Building New Interest Group Strategy: Ideas?

Amy Starnes 2 · January 2016

Hi All,

We've been moving our digital programs into Luminate over the past year and are currently doing work to plot out our strategy for using interests, primarily for email segmentation and personalization, prior to our launch. We know the basics but we recognize that there's a lot of power here and would be really psyched to hear about any ways that your orgs are using interests that work particularly well for you- or that dont work well at all. Appreciate in advance any advice you can give us.

Best,

Amy

Philip Nawrocki · January 2016

Hi Amy,

We moved to Luminate e-mail about 3 years ago. We use interests for e-mail to help keep constituents from unsubscribing overall. Our previous system only allowed global opt-out. Interests have allowed us to keep constituents and target them with the communications they wish to receive.

We use some personalization, Name being the main one. Additionally we have used groups to help deliver custom content within an interest e-mail send. Once the interest is set up, you don't really do much to it, just try to keep it growing. The groups are what help segment the e-mail send. We never send to a specific group, but send to the interest and then use queries to help create a do not send group that allows us not to lose constituents when sending e-mail.

We have over 20 interests at this time.

Lemme know if that helps at all.

Thanks,

Phil

Greg Sims · January 2016

Philip Nawrocki:

Hi Amy,

We moved to Luminate e-mail about 3 years ago. We use interests for e-mail to help keep constituents from unsubscribing overall. Our previous system only allowed global opt-out. Interests have allowed us to keep constituents and target them with the communications they wish to receive.

We use some personalization, Name being the main one. Additionally we have used groups to help deliver custom content within an interest e-mail send. Once the interest is set up, you don't really do much to it, just try to keep it growing. The groups are what help segment the e-mail send. We never send to a specific group, but send to the interest and then use queries to help create a do not send group that allows us not to lose constituents when sending e-mail.

We have over 20 interests at this time.

Lemme know if that helps at all.

Thanks,

Phil

Philip, any chance you'd be willing to share a sampling of some of the specific interest categories you've set up? Realize they'll be specific for your organization, but seeing a few might help me imagine how to use them in my organization. Thanks!

Philip Nawrocki · February 2016

Hi Greg,

Sure thing!

We thought about how we wanted our org to communicate with our constituents. We are an events driven org, so I will share that breakdown with you.

So high level we have Events

Then below that, we have Athletic-Endurance, Athletic-Recreational, Benefits & Fundraisers, Educational, Golf Outings and Social.

Here is a screencap

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Let me know what other questions ya have.

Phil

Building New Interest Group Strategy: Ideas?

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