
#2 Being autonomous on NP6 CM Campaign
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Created on March 28, 2022
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Transcript
Being autonomous on NP6
Session 2/4 remote
Being autonomous on NP6
session 2 PROGRAM
- Presentation of key points seen during the previous session – 10 min
- Good practices on the data collection – 15 min
- Collective pratical application - Manual import creation – 30 min
- Good practices on segmentation – 10 min
- Collective pratical application - Understand the difference between a static segment and dynamic segment – 15 min
- Reminder – 5 min
- Presentation of the exercice to do for the following session – 10 min
Presentation of key points seen during session #1
Presentation of key points seen during session #1
- Mobility, marketing pressure and personalization.
- Anticipate its email addresses collection .
- Prepare its segmentation criteria.
- Anticipate its sending program for the whole year.
Presentation of key points seen during session #1
- Mobility, marketing pressure and personalization.
- Anticipate its email addresses collection .
- Prepare its segmentation criteria.
- Anticipate its sending program for the whole year.
- Function of the data structure fields:
- Import its data on its NP6 CM account,
- Segment its database,
- Personalize its content,
- Create its NP6 CM forms.
Good practices on
DATA COLLECTION
#1 Legal key points
Law 'Confiance
Droit d'information
Droit d'opposition
Droit d'accès
Droit de rectification
Harmonisation
Cadre européen
#2 transparent collection
- Clearly identify yourself
- Being clair on the communication frequency and content that will be sent,
- Make the legal notices easily accessible,
- No subscription by default
- Distinctly suggest the partner sending
Only collect the data that will allow you to segment or personalize campaigns.
#3 Keep the consent proof
- The collection source can be numerous:
Partnership
Customer account
On site
Event
- It is primordial to keep, for each target, the collection source and the collection date.
I check my registration forms.
#4 Generalize the double optin
The double opt-in involve to send an email to the pre-registrated target in order to that she onfirms its registration. Set in place a double optin registration brings you two advantages:
- You can directly verify if the collected adresses exists or are used,
- You obtain a double optin of your registered target
I often check my unregistration processes.
#5 Database cleaning
A commitment coming from a target is never permanent. You regurarly need to check the following points:
- Identify and remove inactive targets that don't react to reactivation campaign (better deliverability, better ROI)
- Delete targets that are inactives for more than 3 years (RGPD)
This processes can be mécaniques peuvent être automatized.
Importation of an adresses files
- Connect on cm.np6.com
- Data manager >> Imports
- Application : creation of a manual import
Best practices
segmentation
#1 Why segment ?
Your campaign success are based on two goals :
- Technical : ability to deliver your messages in Inbox (deliverability)
- Marketing : ability to create some reactions coming from your readers (opening, clicks, conversion).
It is your campaigns targeting, and so your segmentation, that answer to your goals.
#2 Subscription granularity
Subscription is the opportunity to better know your targets and also to personalize their subscription :
- Wanted frequency for email reception,
- Interesting theme,
- Contents type (articles, files, infographics, vidéos ...),
- Favorite channel (email, SMS, social networks, display ...).
Profile management allow you to segment and personnalize your marketing campaigns.
#3 NP6 Segmentation
In NP6 CM, you can create:
- Static segments : it's the user that feeds the static segment, through an import, the search engine, a form linked to the static segment.
- Dynamic segments: a dynamic segment is automatically recalculated from registered criteria (designed for recurring sending to a specific targets type).
You can create some tree structure for segments and sub-segments.
Segmentation on Np6
- Connect on cm.np6.com
- Segmentation >> Segments
- Segments menu presentation,
- Difference between a static and a dynamic segment
Reminder
- RGPD compliance
- Transparency,
- Accessibility,
- Easier subscription cancellation
- Database cleaning
- Prepare its import on NP6 CM:
- .txt or .csv file
- Anticipate the necessary fields
- Segmentation :
- For a better deliverability,
- For a better ROI.
Exercise for the next session
Create a segments tree structure for your NP6 CM account.