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Selecting a target audience for your campaign


The key to any email campaign is choosing the correct target audience.

Pleisty comes pre-configured with a number of default email campaigns set up with appropriate audiences. You can see this list here: Email campaign types reference

To set up your own audience for a custom campaign you need to use the Audience and Contents editor. You'll learn how to do this in the exercise that follows.

Using the Audience & Contents editor

To edit or modify the audience of your campaign, you use the Audience & Contents editor. This can be accessed in two ways. When editing a campaign, you simply click the Audience & Contents tab (see Figure 1). Alternatively, from the Drafts or Active Campaigns pages, click the Settings icon corresponding to the campaign you want to modify and the select Audience & Contents, as shown in Figure 2.


Figure 1. The Audience & Content tab
Figure 2. Campaign settings menu with Audience & Contents option selected

Once you open the Audience & Contents page, you will notice on the left side a list of possible audience segmentation criteria, and on the right pane a node that reads "All targetable users". This is depicted in Figure 3.

Figure 3. Segmentation options pane and the All targetable users node

By dragging a segmentation rule over the (drag a rule from the left panel) area under the All targetable users node, you split the audience based on the chosen criteria. For example, if you drag the Visited the shop node, your audience pane will look like shown in Figure 4.

Figure 4. All audience split by visits

To further customize the segment options, you can now click the Settings icon (the cogs icon) which will option the configuration window. This will look differently depending on what segmentation criteria you used. In Figure 5 you can see the configuration window for the Visited the shop segment.

Figure 5. Changing audience settings

Audience configuration options

The default segmentation options are described in the table that follows. Note that based on your setup, your shop might support additional segmentation options that are not described here. If this is the case, please check with your account manager regarding their usage.

Segmentation criteria Targeted users Settings
Visited People who visited the shop Time interval of visit; Type of page visited; Type of product visited; Whether to include archived products (which are not in the current product feed)
Purchased People who completed a transaction Time interval of purchase; Type of product purchased; Whether to include archived products (which are not in the current product feed)
Abandoned in cart People who left items in the cart without buying them Time interval of abandonment; Type of product abandoned; Whether to include archived products (which are not in the current product feed)
Received an email from Pleisty People who have received an personalized email generated with Pleisty Time interval of email
Opened an email from Pleisty People who have opened a personalized email generated with Pleisty Time interval of open
Have a certain email address People who have a specific email address The list of email addresses to match
Unsubscribed People who have unsubscribed from email communication Optional unsubscribe tags associated with particular types of emails
Have a particular attribute People who have a particular attribute in the database A key-value pair describing the user or users to match

Exercise

For the purposes of this tutorial we'll select an audience that addresses a typical e-commerce retargeting scenario: users visiting the shop and leaving without completing a purchase. You'll configure Pleisty to send these users automatic emails with personalized product recommendations based on their recent visit on the shop.

  1. Click the settings button on the right. From the options menu that shows up (Figure 1), select the Audience & Contents option.


    Figure 1. Campaign configuration menu
  2. Drag the Visited the Shop segmentation rule from the left pane over the yellow box under the All targetable users icon. This will split your entire audience into two sub-segments - those who visited the shop in the past 7 days, and those who didn't, as depicted in Figure 2.

    Figure 2. All audience split by visits
  3. Click the segment settings icon on the upper right corner of the segmentation rule to modify the default segment settings. The settings panel will appear (Figure 3).

    Figure 3. Changing audience settings
  4. Change the interval from 7 hours ago to 31 hours ago, then select the Viewed at least one item page filter. The configuration window will then look as shown in Figure 4.


    Figure 4. Segment settings
  5. Click the "x" icon on the upper right side of the window to close it.

  6. Drag the Bought items from the left pane to the yellow box under the Yes branch of the Visited the shop segmentation. The new segment structure will look like Figure 5.


    Figure 5. Audience splitting using two rules
  7. Modify the interval of the Bought items branch to 7 hours ago to 31 hours ago (similar to what you did at step 10 for the Visited the shop branch – see Figure 5), and then click the icon on the upper right side of the window to close it. Figure 6. Audience splitting using two rules

  8. Click the Analyze segments button. This will calculate the performance indicators of the segments you've created. The result will look like as shown in Figure 7.


    Figure 7. Segment analytics
  9. Now it's the time to review the performance indicators of the three segments you've created. Of particular importance is Segment B, which are our intended target audience: people that visited the shop recently and yet didn't buy anything. We can see we have 312 users in this segment who made 54 orders of 34,550 USD.

  10. Next, to review the actual users of the segment, click the Users button on the left side of the analysis pane, then click Segment B on the header line, to view the users of that segment (see Figure 8). Reviewing the activity of a few users is helpful to double-check these are indeed the kind of people we're targeting.

    Figure 8. Users in your target segment
  11. Choose one user from the list and click the ... icon, which corresponds to the View user journey action. This will open up the user's recorded journey that includes actions such as category and product views, searches, emails opened and clicked, products added to cart, and more. See figure 9 for an example. Feel free to review more user journeys before proceeding to the next steps.


    Figure 9. User journey example
  12. Click Save. That's it.

Next Steps





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