- 1. SEGMENTING YOUR LISTFOR BEST PERFORMANCEJune 5, 2013
2. Your Guides 3. Why Segmentation Matters Segmentation
&Organizational Goals Segmentation Models Using Segmentation to
Drive Results Next Steps in Technology & One on Ones!Agenda 4.
Segmentation Matters! 5. Historic PreservationMad Men (and Women)
galvanize in afailed attempt to save NYCs Penn StationVibrant
Movement withan Image Problem 6. This is Preservation 7.
Organizations are made of up thousands ofINDivIdualsSegmentation
gives you a shot at connecting with them AS individuals! 8.
Successful Segmentation is based inSound StrategyStrategic
Planning: Anorganizations process of defining itsstrategy or
direction, and makingdecisions on allocating its resourcesto pursue
this strategy. 9. Step 1: Look to Your GoalsDepartmental GoalsHigh
LevelOrganizational GoalsMissionYour Mission HereGoal
#1TargetMetricsTeam GoalTargetMetricsGoal #3TargetMetricsTeam
GoalTargetMetricsGoal #4TargetMetricsTeam GoalTargetMetricsTeam
GoalTargetMetricsGoal #5TargetMetricsTeam GoalTargetMetrics 10.
Step 2: Define Audiences & Segments 11. Audience How do they
drive your mission? How are their Communication
NeedsDifferent?Partner Agencies They deliver the goods running the
more than 275shelters and soup kitchens in the Tri-State areaNeed
Best practice information from us, as wellas fundraising support,
administrativeinformation on food distribution, etc.Clients They
ARE our mission we exist to support them aslong as they are food
insecure.More and more of our clients are working andhave access to
technology. They can useinformation about shelters and services
nearthem, as well as messages of support and hopeduring their
difficult time.Donors They provide the support that makes all our
workpossibleThey need stories that show the true impactthat they
are having in their community in acompelling and transparent way
that highlightsour Partner Agencies, while still communicatingthe
real value we provide as a coordinatingagency.Audience Example 12.
Support
fromPreservationEnablersFundprogramsempoweringPreservationActiviststhat
raiseawareness &influencePreservationTargetsThink about
Audiences in Relation to GoalsDonorsHistoric
TravelersAdvocatesHistoric
HomeownersMuseumProfessionalsHistoriansSustainabilityExpertsDevelopersCommunity
ActivistsPublic OfficialsDevelopersHomeowners 13. Multiple
Characteristics Combine toCreate Segments within Audiences 14.
Definitions Audience: Large Primary Target Groups that are atthe
core of your mission Segment: Constituents grouped together for
eitheraction or analysis purposes who share one or
morecharacteristics Characteristic: A piece of information about
aconstituent that could inform marketing or servicedelivery that
makes someone worth of being in aunique segment. 15. When is it a
Segment? 16. Keep the Future in Mind as You Plan 17. Step 3:
Prioritize Audiences &SegmentsHigh ImpactLow VolumeHigh
ImpactHigh VolumeLow ImpactLow VolumeLow ImpactHigh
VolumeImpactVolume 18.
ConstituentProfileAppendedDataEthnicitySource
ofConstituentAdvocacyActionClickedthrough anemailMade a$100
GfitAgeLength ofAssociationSpecificIssueSignupClicked
onspecificcontentStep 4: Define CharacteristicsAffinity,
Biographical & Transactional Data 19. Groups in Salsa can be
populated throughSalsa pages (auto-add or pick list),manual
addition, or automated queries. As your groups grow, your Groups
list cangrow unwieldy and unorganized. But groups can be nested as
parent/childgroups to provide clarity and hierarchy.Salsa Groups as
Segment Drivers 20. 1. Make sure you have a parent(or master)
group. In thiscase, well choose BlimpRights.2. Now figure out which
groupsare the children (orsubgroups) to the parentgroup: Blimp
Activists,Blimp Donors and BlimpNewsletter.3. Click on the name of
a childgroup, and then navigate tothe Information tab.4. In the
Choose Item Parentdropdown, select your parentgroup, then click
Save.5. Repeat for each of the othergroups that should be
nestedunder the parent. 21. Two Tips to Keep in Mind1. Nest as much
as you want!2. Membership in a groupdoesnt automaticallycascade up
or down butyou can create a SmartGroup which looks formembership in
one of theparent/child groups. 22. Segmentation Strategies &
ModelsA Brief Tour 23. Constituent Driven Segmentation 24.
Constituent Driven SegmentationProfessional Supporter
ClientsTechnical Journaldetailing bestpractices forgetting a
billpassedInformation on howthey can accessbenefits from
thelegislationDonor Newslettershowing impact oflegislation
passedwith their help 25. Revenue Driven Segmentation 26. Revenue
Driven SegmentationNondonors Supporters High $ 4-6 appeals peryear
Target for 1X gift Fixed entry levelask amount Engagement/Advocacy
Asks Year End Appeal Invitations toCultivationEvents
QuarterlyAppeals withasks based onprevious giving Year End Appeal
6-10 appeals peryear Ask based onprevious giving Monthly giving
&Planned Giftsmessages Year End AppealSustainers
Monthlymessageshowing impact Annual Upgradeto increase $ Year
EndAppeal 27. Issue Driven Segmentation 28. Issue Driven
SegmentationIssue #1CatsIssue #2DogsUnknown eNewsletter leadswith
story abouttheir issue SpringAppeal coversimpact of theirissue
TargetedAdvocacy alerts eNewsletter Spring Appealcovers impact
ofyour mostpopular issue Selected forbroad range ofAlerts
eNewsletterleads with storyabout their issue Spring Appealcovers
impact oftheir issue TargetedAdvocacy alertsIssue #3Ferrets
eNewsletter leadswith story abouttheir issue Spring Appealcovers
impact oftheir issue TargetedAdvocacy alerts 29. Case
StudiesEnvironmental Working GroupandAFL-CIO 30. EWG Spring Appeal
-- Theright ask can make orbreak your appealEWG Spring Appeal 31.
EWG Spring AppealSpring Appeal Donation Form 32. EWG Spring
AppealHi dollar - $100+Mid Level $35-99Low dollar w/premium 33.
AFL-CIOs local affiliatestructure provides bothopportunities
andchallenges in managingemail marketing programAFL-CIOList Size:
1.8 million activeSegmentation: Geographic& Action Based 34.
Use Salsa Platform to segment file usinggeographic information and
constituentbehavior to drive advocacy campaigns.AFL-CIO 35. All
Politics is LocalDC Residents receive specialtreatment given
theirdisenfranchised state.Salsa personalization used to givenon-DC
residents a direct link toTHEIR legislator 36. DC non action
takersNon DC action takersUsing Segmentation to Drive Advocacy 37.
Driving ResultsHow to Use Segmentation to Achieve Your Goals 38.
Start with Your Annual Calendar 39. Evaluate Your Content Strategy
40. General Messaging Rules for Audiences Enablers: Simple
language, avoid acronyms Showcase Impact of Programs Recognize
THEIR Impact Activists/Professionals More detail Showcase Resources
for Them Targets & Clients Showcase whats in it for them 41.
Segmenting from the Start43Welcome Series 42. 44Welcome Series
SegmentationStandard eCommunications RotationDonors Thank Them Lead
them tocontent thatshows impact Ask themAdvocate Upgrade tomonthly
donorAdvocates Thank Them Offer 3-4 linksshowingprograms Ask them
to takea pledge Single donationaskEnews Subscribers Remind Them
Offer 3-4 linksshowingprograms Ask them tofollow you onsocial media
Single donationask 43. Segmenting for Relevance
ineCommunications45eNewsletter Regional Customization 44.
Segmenting to Drive RevenueHi dollar - $100+Mid Level $35-99Low
dollar w/premium 45. Salsa can change the content in an email
blastbased on what group a supporter is in. If you have your
supporters properly grouped intovarious segments, you can minimize
your workloadwhile providing customized content.Salsa Can Help! 46.
In the Content tab of theemail blast workflow, placeyour cursor
where you wouldlike to add segment-specificcontent. Open the Add
dynamiccontent dropdown andchoose the GroupMembership option.
Select the group whichshould see the customcontent, and then write
bothyour custom content and theotherwise content for non-members.
Click Generate Script to seethe SalsaScript which will beinserted
into the email. 47. In the Content tab of the emailblast workflow,
place your cursorwhere you would like to addsegment-specific
content. Open the Add dynamiccontent dropdown and choosethe Group
Membership option. Select the group which shouldsee the custom
content, andthen write both your customcontent and the
otherwisecontent for non-members. Click Generate Script to see
theSalsaScript which will beinserted into the email. Click the
Insert Content button tohave the content inserted in youremail
blast. 48. Use when individualsegments connect tospecific key
goalsIf segments aredemographic based,go beyond the basicsand
customize allfacets of thecommunication.When to Go Beyond Dynamic
Content50African American Campaign 49. Base your segmentation in
organizationalgoals and strategy Be realistic about what you can do
nowwhile planning for the future Segment for Results test and track
tosee if the extra work is paying offSegmentation Matters! 50.
Check your inbox for your workbook Join us tomorrow for the
companiontechnology webinar @ 2:00 PMReally get your hands dirty!
51. Join us Friday between 2:00 and 4:00 ET for aspecial edition of
Office Hours Visit Doodle Poll at
http://bit.ly/training-office-hoursto sign up for your personal 20
minutesession Talk through your unique segmentationquestions Do (or
at least glance at) your HOMEWORKto get the most out of this
opportunity!Segmented Office Hours 52. CONTACT INFOPhone:
866.796.8345Web: www.salsalabs.comEmail: [email protected]:
@salsalabs 53. Evaluation 54. THANK YOU!
