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.
Table of Contents
Prerequisites in Sendlane:
Verify integration with Retention
Set Up and Add Segments to Campaigns
Step 1: Create 4 segments in Sendlane.
Step 2: Add segments to your campaigns.
Prerequisites
Verify Sendlane Integration with Retention
Check that Sendlane is integrated with Retention.com:
Log in to the Retention.com App and navigate to integrations page.
Under the tab “Your Integrations”, you should see Sendlane with the status “Enabled” and Grow Sync “On”.
Step 1: Set up and add segments to campaigns
What are the they?
The 3 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)
Retention - Engaged (Send To)
Retention - Non-openers (Don’t Send to)
Segment 1: Retention - Newly Added Leads (Include)
Retention Grow contacts identified in the past 30 days with fewer than 5 emails will be in the Retention - Newly Added Leads (Include) segment. They will receive up to 4 emails over 30 days based on your campaign schedule to gauge engagement.
Set up segment for Newly Added Leads (Include):
Open Audiences > Segments section.
Select Create New to start building segments.
Name the first segment "Retention - Newly Added Leads (Include)".
Define the segments
Is on list > Retention and Subscription date > is in the last > 30 days
Sent email > amount > is less that 5
Commit the segment by selecting Save Segment on the top.
Segment 2: Retention - Engaged (Include)
Retention Grow contacts who have opened at least one email in the last 30 days will be added to the Retention - Engaged (Include) segment. They will continue receiving emails according to the brand's campaign schedule.
Set up segment for Retention - Engaged (Include):
Open Audiences > Segments section.
Select Create New to start building the segment.
Name the segment "Retention - Engaged (Include)".
Define the segments
Is on list > Retention
Opened Email > Recent > in the last 30 days.
Commit the segment by selecting Save Segment on the top.
Segment 3: Retention - Non-Openers (Exclude)
Retention Grow contacts who receive emails but do not open them, indicating that future campaigns to them should be discontinued. From a deliverability standpoint we don’t want to keep sending them emails.
Set up segment Retention - Non-Openers (Exclude):
Open Audiences > Segments section.
Select Create New to start building the segment.
Name the segment "Retention - Non-Openers (Exclude)".
Define the segment as:
Is on list > Retention
Sent email > amount > is greater than 3
Opened Email > Any (Check the Inverse of this condition box).
Commit the segment by selecting Save Segment on the top.
Step 2: Add segments to your campaigns
With your segments built, you can now include these 3 Retention segments in your existing 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.
Focus on sending campaigns to new and engaged Grow contacts:
In the campaign’s Send to field, add segments:
Segment 1: Retention - Newly Added Leads (Include)
Segment 2: Retention - Engaged (Include)
Avoid sending to Grow contacts who haven’t shown meaningful interest.
In the campaign’s Don’t send to field, add segment:
Segment 3: Retention - Non-openers (Exclude)
Have questions? Message us on chat, or email us at support[at]retention.com!