What are interests?
When a customer shows interest in a particular sort of product, type of deal or any type of content, Flexmail has a way to catch that information and categorise those contacts into a group so you can use it to fine-tune your future campaigns.
If you are a pet shop owner, for example, interests are a great way to differentiate between the customers, based on the type of pet they have. It is pointless to send a catalog for dog food to a cat owner and vice versa. It will just diminish their interest in the rest of the content you have to offer them. They will just assume the entire message is uninteresting.
How do interests work in Flexmail?
You can manage interests in the Contacts section of your Flexmail, you can create various labels with the name of the interest your contacts will have in type of content you produce and send. The interest can be assigned upon import of contacts or individually afterwards.
With Link Tracking contacts may be assigned interests automatically, based on their behavior. When you prepare your messages you can associate each link with an interest. Later, when your contact receives the campaign and clicks on that link, you will be able to track that behavior, not only that they clicked on an interest-associated link, but also how many times - how strong the interest in that subject is.
The ultimate goal of interests is, of course, to understand your contacts better and to be able to send out personalised content. You can do that by including interest groups in a segment, send them specific campaigns, or personalised parts of your message via Dynamic Content.
What can you do with interests in Flexmail?
The concept of interests originates from the need to be able to hold the attention of your contacts - send the type of content that they will appreciate. Therefore, we give you several options to use interest to fine-tune the audience of your campaigns or to understand the interests of your contacts better.
During the launch of a campaign, you can already use interests to send messages. However, sending a message to a segment instead, allows you to send your message to a pre-created group of contacts based on multiple criteria - not just interests and not just one interest. The interests can be a building block in creating those segments.
Via Dynamic Content, based on the condition whether a particular contact belongs, or does not belong to a particular interest you may decide to show them a certain part of your message. You can even be more specific and base your decision whether to show it, on the minimum number of clicks on links, connected to that interest.
During the process of launching a campaign, you will be asked who will receive your message. You may choose the bearers of a particular interest to receive your campaign. Interests will be one criterion, and you can use multiple criteria deciding who will be the recipients.
Based on interests you can create automatic workflows. You could trigger an action, for example sending a message to a contact, based on whether they belong or not to an interest group. The action could be triggered as soon as the contact enters or leaves the interest group. Or, based on another trigger, you may remove or add an interest to a contact.
You can export all contacts having a particular interest. If you want to manually analyse the contact information of interest bearers, you can export a partial database with those only.
How do contacts end up in an interest?
Ideally, you want to keep the choice of interest to your contacts. However, there are multiple ways someone could end up in an interest.
Import of contacts
While importing contacts into your database you can create the name of your interest as the header of a column in your spreadsheet and use the 1/0 values to declare if that contact entry is assigned the interest or not.
At any point, you can go into the Contacts database, enter the details of a particular contact and give an interest to that contact manually.
Link Tracking is the best thing about interests. Link Tracking is a step we advise you to go through after creating your message. It shows you a list of all links you included in your message, and you can assign an interest to each one. Afterwards, Flexmail tracks the link clicking behavior of your contacts. That is how contacts may enter a new interest automatically. You can then manage your campaign launches and content visibility based on the classification of your contacts with a particular label, or number of times they clicked on a link, connected to that interest.
Based on various triggers, you may add or remove any contacts from your interest group - based on how they interact with a certain campaign, form, survey, or URL.