#2 Being autonomous on NP6 CM Campaign

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 automatized directly in NP6

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.