Lists

Lists are the cornerstone to personalize marketing and mass marketing. When your lists are well-defined and up-to-date, you’re able to send more intelligent and customized messages.

There are two types of lists:

  • Static Lists are the lists that require the manual addition and removal of contacts. Most often you see static lists associated with forms. Someone signs up to receive the newsletter and they are forevermore on the Newsletter list
  • Dynamic Lists are updated continuously and automatically through the rules you set for them. You establish the rules once, then your contacts are added and removed automatically as the meet (or fail to meet) the rules you set

There are three ways to add a contact to a static list:

  1. During onboarding, you can give your entire list of contacts to Kevy, and we will upload them for you.
  2. You can use Kevy Forms and set the Completion Action to add the respondent to a static list.
  3. You can add individual contacts onto a list. Simply follow the below:
    1. Select Segmentation > Contacts from the left-hand menu.
    2. Select the Contact you would like to add to a specific list.
    3. Click the Edit Contact button at the top-right.
    4. Scroll to the bottom of Contact Edit page. You can add the Contact to the desired list with the drop-down provided.
    5. Click on Update Contact.

How to add a contact to a dynamic list:

Rather than adding a contact to a dynamic list, you will simply create rules for the dynamic list. Only contacts that meet the set criteria will be added auto-magically.

Because dynamic lists are built based upon defined rules, they will ebb and flow as new customers meet the criteria, or existing customers no longer meet the criteria. Without ever managing the list, you know that it will be the most accurate and up-to-date list available because the rules remain defined.

So when would you use dynamic lists over their static counterparts? Let’s check out a few ideas:

  • Geo-targeted Lists

Want to see which state, country or area has the highest CLV or order rate? Or do you want to send location-based promotions only to customers in certain states?  Seems arduous, but either idea can be accomplished in minutes.

One example is the ability to offer free shipping near warehouses. If you have a warehouse in Atlanta, Georgia, you know shipping is low cost for anyone living in the state, so you may want to offer free, 2-day shipping. But you don’t want someone in California getting this same message, because you may lose money on shipping costs since it is so far from the warehouse.  Using the Default Field rules, you can set the state to "Georgia".


Alternatively, you can use the Location rule to target any customer within a defined radius of a particular address.

By creating targeted lists dynamically, you can personalize each message based on location to increase profits through targeted promotions.

  • Purchase History

As another example, if you are in the fashion industry, you might want to send certain promotions to anyone that has ordered more than $250 from your Patagonia product categories in the past year. You know these customers are high-value, and a simple note or promo may bring them back for the upcoming holiday season. You can find these customers by setting up a dynamic list using these three rules:

  1. Monetary – greater than $250
  2. Brand – more than three orders, for example, of product within the Patagonia brand
  3. Recency – last order within the last 365 days

In this instance, you can create a monetary and brand rule, but the recency rule is key. With this rule you can separate recent shoppers with those that may have purchased years ago, but haven’t returned. Your recent, high value buyers are the ones that are most engaged with your store and provide the greatest return.  Once this is set, all of your contacts will be filtered and only those that meet these rules will be added to the list.

  • Cart Abandonment

If you are curious about the most recent cart abandonment numbers – just create a dynamic list.  The only people that will be on this list are those that abandoned greater than X hours ago. If someone returns to claim their left items, they will be automatically removed from the list. Nice, right?

 

  • VIP Club

Many of the retailers I talk to have aspirations for a VIP club but have no idea where to even start. Who qualifies for the VIP club, how do we welcome them, how do we keep the club current etc….? There is a great deal to think through when it comes to establishing a VIP program. But, when you are using Dynamic lists, this suddenly becomes far more attainable.

With this list, it won’t matter what brand or product they purchased, as long as they have spent greater than $550 in your store. The other key rule for this example is the Frequency rule. You may want to exclude the shoppers that had a single large purchase, but never returned again. You only want true VIP members to be repeat buyers that remain loyal to your brand and store.

Once you create a list like this, or any of the lists shown here, you can start personalizing your email efforts and tailor them to fit the needs of each unique group of customers. Whether you want to do a mass email blast, or an automated welcome series, you can rest knowing that only the right people will receive the right message every time.

 

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