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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 'Informatique et Libertés'
of 1978

Law 'Confiance

en l'Economie
Numérique' in 2004

RGPD
2018

Droit d'information
Droit d'opposition
Droit d'accès
Droit de rectification

Harmonisation

secteur public et privé
Renforcement des actions de contrôle de la CNIL

Cadre européen

Simplification des règles
Responsabilisation des acteurs économiques

#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:

Social networks

Website

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.

Any questions?

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.

Any questions?

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.