By: GUEST AUTHOR Louise Wiedermann, Project Technology Consulting | 8/04/2016
The owner of your company just asked you to send a notice to all of your customers to announce your new, refreshed website. Being the savvy marketing manager you are, you suggest using a combination of Act! email marketing and the easy-to-use Dynamic Groups. You'll be able to target specific customers to receive this notice, and you know that targeted email campaigns yield better open rates, which potentially generates more customers, and therefore more profitability.
Not feeling so savvy? Let's break down the process into some manageable steps.
Knowing your intended recipients is a good place to start. In Act!, Groups serve this purpose. Groups are pre-established lists, or containers, of your contacts to be targeted. Some examples of Groups are contacts who are members of a board of directors, a chamber of commerce, or customers who have purchased a specific product. You can use your imagination when creating Groups, but each is based on the need to communicate to that group of people at the same time.
Hone in further on your intended audience with Dynamic Groups. Dynamic Groups are special; dynamic meaning “created at that moment." By using the data stored in either your existing Act! data fields or your own custom fields, you can create unique Dynamic Groups.
For example, let’s say you want to send this notice/email campaign to all your customers that are in the automotive industry. In Act! terms, that could mean you are using your category field called ID/Status and your own custom field, called Industry, to build the send-to list for this email campaign.
When you actually create the Dynamic Group in Act!, you choose the data fields and the “rules,"or conditions, for defining this group. In the example above, the Dynamic Group would have these conditions: ID/Status equals Customer, AND Industry equals Automotive. When you have more than one condition/field, then an addition to the rule is using “AND” between them. We used “AND” to combine the two conditions because both of those need to be filled in the data field. Once the conditions are set, the Dynamic Group auto-populates with all the contacts that meet those conditions. How easy is that?
Let’s say you need to send this notice to only new customers added to the database over the last 30 days. How about creating a Dynamic Group using Create Date Within the Last 30 Days? It’s that simple, and always current.
The next time the owner stops by with a similar request, you’ll have your Dynamic Groups ready to use. Contacts are automatically added to the group with no extra work for you to do.