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Tutorial: Automatic Audience Segmentation

Identifying your customers and supporters is one of the biggest challenges facing any organization. This five-minute video shows how Business ONETouch segments your audience automatically. These are HD videos; be sure to change the settings by clicking the gear in the lower right corner if you’re not getting that quality.

(00:12) Everyone has issues, just pick 3 for example.

If you’re a business, if you founded a health food company because that’s your passion, you still have areas of focus inside that vertical.

They might be long term

Health and anti-aging
Current illnesses or general feelings of unhealthiness
Weight loss

If you’re in politics, top 3 issues might be:

Immigration
Economy
Taxes

If you’re a nonprofit- you have a religious school for example, top 3 issues might be:

Religion
Quality of instruction
Quality of area public schools

These issues can be used to identify the people in the audience who are interested and passionate about the things that you are interested and passionate about. This forms a connection

(01:15) For example, Quality of Instruction with the religious school.

Break that down into different ideas about main theme:

Quality of instruction- Graduation and College attendance rates
Standardized test scores
Concern about quality of local schools

(01:55) Use these issues and variations on issues discover who the customer is.

(02:08) Start by writing an email template.

Here is an outline of how this will work:

Provide background
For this example, create 3 email templates just for issue 2
Create 9 email templates total

Start by emailing everyone and noting which emails they read, which they click on and what actions they take.

(03:12) Mark which customers were sent a particular email.

If they read it, mark that they read it.

If they click through to the more information, mark that.

(03:27) After the first email is sent on issue 2, send a second email to target the people who got the first email and not the ones who read or clicked.

Use a second or a third email to identify who’s interested in that issue but for a different reason.

Do the same thing again before the third email.

Now see who has gotten the College Email and the Test Scores Email and hasn’t read or clicked on either one.

(04:18) Now the audience is segmented into 4 groups:

People who are interested in issue 1
People who are interested in issue 2
People who are interested in issue 3
Group 4- people who ignored all 9 emails, they fall into two groups:
- People who don’t use email

People who are not your customers

Tutorial-Automated Email Campaigns

Business ONETouch brings Big Data to all companies at a small business price. Here is a brief overview video explaining how Business ONETouch can help your business. These are HD videos; be sure to change the settings by clicking the gear in the lower right corner if you’re not getting that quality.

Step-by-step instructions:

Setting up Automated Email Campaigns:

Two ways to set up Automated Email Campaigns:

Traditional Drip Campaign:
- Campaign is Active
- Pick date and time for the campaign to run
- Under start type:
  - Have it run on a particular day or date
  - In this case, choose Product Purchase (When someone donates money or purchases a product, that sets off the email campaign)

Move to the emails tab (this shows emails set up to run)

The initial email is set off by an action (donation or product purchase)
Choose the number of days after that action to follow up with an email
In this example the email goes out immediately, so choose 0 days after start
The Distribution list chooses who the email goes to
There is an email template showing the actual email the user will see when the personal information from the database is added

Once past the first email, more follow up emails can be set up

In this example, an ebook was sent after the first action and then follow up emails were sent asking questions like:

Did you receive the ebook?
Have you had a chance to look at it?
Would you like to donate more money to the candidate?
Would you like to know more about other issues in the candidate’s platform?
etc..

Second type of campaign; In this case it’s a volunteer set up:

Not Traditional Drip Campaign (in this case, someone has signed up to volunteer on a particular day)
Initial email goes out as soon as someone signs up
After that, emails should be sent based on when they signed up to volunteer
- Email can be set to go out a week before the volunteer day as a reminder
- Another email can go out on the morning of the volunteer day as a reminder and including tips for volunteering

There are multiple ways to run these campaigns, and they can be personalized based on the actual user’s take.

For example, if we tag them as someone who has signed up from the Dallas area, we can then follow up only with people from Dallas who read the email, who didn’t read the email, etc.

You can make these emails contingent on things like:

Day or date
On what type of donation that they gave
On how they volunteered
On whether they didn’t read the original email (that subject line may not have made sense to them or it may not have been interesting to them)

Tutorial-Create Email Template

Step-by-step-Creating a new Email Template:

Mouse over “Sales & Marketing” tab
Move cursor to “Email Marketing”
Click “Email Templates”

This will bring you to the list of templates.

Click “Create New”
Give new template a name
Set the person who is sending the email
Set the person who is receiving the test emails
Make it Active
Click save

Now move to the Email Template.

Give email a subject (keep this generic)
- Modify yours to be more specific based on your email campaign
Go to the Database Tool and insert the current date
Write a salutation (use Database Tool to insert First or Last name)
Add more lines to the body of template
Use Database tool to insert Company Mission
Use the Database Tool to insert your Company Name, Address and Logo.
Click Close (this also saves your data)

You should now see your new active Email Template.

Campaign Foundry by Business ONETouch-Overview

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The Hangout On Air is here: https://plus.google.com/u/0/b/114027422441361748941/events/c47vl7phgbeqbkgpr1hplhg1p6k?n=1

This is one of a series taught by Christopher J Feola. Named one of the 50 Most Influential People in New Media, Feola has taught writing, multimedia and economic analysis at the Columbia Graduate School of Journalism, Indiana University and Miami (Ohio), among others. He was the founding director of the Media Center at the American Press Institute, and has appeared on the PBS News Hour and NPR’s Talk of the Nation.