What emails should you send your new grow contacts?
You’re about to grow your email list with Grow contacts from Retention.com.
You may be wondering “What types of emails should I send?”
Our recommended strategy is to segment the Grow leads and include these net-new contacts into your existing campaigns.
This strategy serves two purposes:
It uses your established campaigns that have already demonstrated success, which maintains consistency and effectiveness.
It maintains high deliverability standards by combining Grow contacts with your current audience pool.
To make it easy, segment these new contacts in your ESP based on engagement. Then, all you have to do is add the segments to your existing email campaigns.
Best Practices
Send out campaigns 3 times (or more) per week: This way, when a customer visits your site and we collect their information to pass to your ESP, they'll receive an email from you in a timely manner. This keeps your brand top of mind.
Add them to your educational and promotional campaigns: This material is great content to engage these net-new contacts.
What are the 4 segments?
The 4 segments are designed to help you better target and manage your email communications with different subsets of your audience based on their engagement with your emails.
Retention - Newly Added Leads (Send to): Every Grow contact starts in this segment. This segment is Grow contacts who’ve been identified within the past 30 days and who’ve received fewer than 4 emails.
Retention - Engaged (Send To): Grow contacts who have opened at least one email in the last 30 days.
Retention - Low Engagement (Don’t Send to): Grow contacts who frequently open emails but never click through.
Retention - Non-openers (Don’t Send to): Grow contacts who have received at least 4 emails but never opened.
Step 1: Create segments in Cordial
Create the 4 segments in Cordial:
Go to Contacts and select audience.
Create New Segments.
For “Retention - Newly Added Leads (Send to)” segment configure as:
Set List assignment to
Matches anyRetention. Set Date Joined Listis within30days in the past.Define rule:
Have eventSent****Any Message. Set Recency:At any timeand set Frequency:Is less than5times.
For “Retention - Engaged (Send To)” segment configure as:
Set List assignment to
Matches anyand selectRetention. Set Date Joined ListAt any time.Define Rule: ****Select
Have eventOpen****Any Message. Set Recency:Within the past30daysand Frequency:Is greater than1times. Set Open type:Human.
For “Retention - Low Engaged (Don’t Send to)” segment configure as:
Set List assignment to
Matches anyand selectRetention. Set Date Joined ListAt any time.Define First Rule: Select
Have eventOpen****Any Message. Set Recency:At any timeand Frequency:Is greater than15times. Set Open type:Any type (human or non-human.Define Second Rule: Select
Do not have eventClick****Any Message typeAny message. Set Recency:At any timeand Frequency:Any frequency.
For “Retention: Non-openers (Don’t Send To)” segment configure as:
Set List assignment to
Matches anyand select Retention. Set Date Joined ListAt any time.Define First Rule: Select
Have eventSent****Any Message. Set Recency:At any timeand Frequency:Is greater than3times.Define Second Rule: Select
Do not have an eventOpen****Any Message. Set Recency:At any timeand Frequency:Any frequencyand Open type:Any type (human or non-human).
Retention - Newly Added Leads (Send to)
Retention - Engaged (Send To)
Retention - Low Engaged (Don’t Send to)
Retention: Non-openers (Don’t Send To)
Step 2: Add the Retention segments to your existing campaigns
You'll notice that our naming conventions for these segments are designed to help you easily identify which segment should be included and excluded in the campaign.
In the message, under Contacts, in the “Include Contacts” field include “Retention Newly Added Leads (Send to)” and “Retention Engaged (Send to)”.
For the "Exclude Contacts" field, add “Retention Low Engagement (Do not send to)” and “Retention Non-openers (Do not send)”.
Have questions? Message us on chat, or email us at support[at]retention.com!