Advanced Personalization & Segmentation

BlueHornet’s set of email marketing personalization and segmentation tools expand your ability to more effectively personalize your emails and help you keep up with subscribers’ ever-changing profile data, automatically, in real time.

Relational Table Content

Problem:

You have two databases: one with limited subscriber profile data, and one with highly relevant content that would be valuable to those subscribers. How can you connect the two?

You know the importance of sending relevant and timely information, but it’s difficult to access the data you want to include in your email messages. In order for your campaigns to be more targeted and effective, you need access to additional information that supplements the data currently held in users’ email profiles.

Solution:

Use Relational Table Content to send email campaigns that serve up individualized content.

BlueHornet’s Relational Table Content allows marketers to effortlessly target subscribers using information beyond the subscriber profile. Think of Relational Table Content as a bridge—a tool that connects subscriber profile data with external content data, and inserts personal and relevant content into your emails. By pulling dynamic data into subscribers’ emails based on marketer-defined parameters, the information presented in your emails is more actionable and relevant to subscribers.

Dynamic Segments

Up-to-Date Subscriber Information Drives Successful Lifecycle Messaging Campaigns

Adoption of lifecycle messaging techniques can help marketers make their email programs more timely and relevant. But you’re only as good as the data you keep.

Problem:

It can be difficult to maintain accurate subscriber data.

Tapping your subscriber data is a key component of a successful lifecycle messaging email program. Subscriber data can come from a variety of sources—stated preference data, observed web behavior, and purchase data. But no matter where the data originates from, there’s no question that it will change over time. So how can you possibly keep up with the changing needs and wants of each subscriber on your list?

Solution:

Use Dynamic Segments to automatically keep up with subscribers’ evolving preferences.

BlueHornet Dynamic Segments allow marketers to define business rules that dictate how a population of subscribers can be automatically segmented. Think of a Dynamic Segment as a saved search query. As a subscriber meets the criteria of that query, they are added to the segment. When they no longer meet the criteria, they are removed. As opposed to a static segment, subscribers are added to or removed from segments based on unique information tied to their profile. Therefore, messaging tied to these dynamic lists is more relevant, speaking to subscribers on a more individualized level. Any segmentation data that can be searched on in eMS—domains, recency/frequency data, group associations, custom field data, etc.—can be saved as a Dynamic Segment.