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 segment/s 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.
Step 1: Create a segment to exclude from your campaigns
Set up a segment to exclude from your campaigns, helping you manage email communications based on engagement levels. This segment targets Grow contacts who have received at least 4 emails but haven't opened any.
Segment: Retention - Non-openers (Don’t Send to).
Follow these steps to set it up:
Go to the "Retention" list
Click on the 3 dots.
Create New Segment.
Name the segment: Enter "Retention: Non-openers (Don’t Send To)" as the name.
Choose the list of contacts to segment: When prompted, select "Segment an existing list" and choose Retention.com Emails as the existing list.
Define your target audience: Add the conditions, Last Opened is within the last 30 days, AND Last Emailed is within the last 30 days, AND Date added is not within the last 7 days.
Step 2: Exclude the segment
Set up an exclusion rule to prevent sending emails to unengaged contacts.
"Toggle the 'Exclude specific recipients' option to 'On.'
In the 'Exclude' field, select 'Retention Non-openers (Do not send)'."
Step 3: Track the conversion of Grow contacts into engaged contacts
To track and monitor success of Grow contacts turning into Engaged contacts create a Retention Engaged Segment.
With your segment, you can now compare the numbers in the Retention list to the engaged segment to determine how many Grow contacts are interacting with your emails. Treat this segment like any other subscriber segment and use it for specific campaigns or content you send to your engaged audience.
1. To set up the Retention - Engaged (Send to) segment:
Go to the "Retention" list
Click on the 3 dots.
Create New Segment.
Name the segment: Enter "Retention - Engaged (Send to)" as the name.
Choose the list of contacts to segment: When prompted, select "Segment an existing list" and choose Retention.com Emails as the existing list.
Define your target audience: Add the condition Last Opened is within the last 30 days.
2. Now with your segment, you can compare the numbers in the Retention list to the engaged segment to see how many grow contacts are engaging with your email messages.
Have questions? Message us on chat, or email us at support[at]retention.com!