Subscriber groups

When do I use dynamic subscriber groups?

Dynamic subscriber groups are always the better choice, when you have suitable subscriber data you can bring into operation for your criteria and when data actuality has priority.

We’ll give you an example:

You want to create a subscriber group „men“ with all of your male subscribers. Use the subscriber field „salutation“ and combine it with a condition – „Salutation“ fits „Mr“. Every time a new male subscriber registers for your newsletter, he will be automatically added to the subscriber group „men“.

It is. Select the relevant subscriber group in the menu Subscribers / Subscriber groups and edit it. In the tab „Subscribers“ you’ll find a complete list of all subscribers in this group. First you have to check, if the subscriber is already a member of this group. Use the search box in the upper right corner for this query. If it turns out, that you have to add the subscriber, you can go on using the search box on the left side and add the subscriber to the group.

First of all, ask yourself: What distinguishes your target groups from each other and how can data be used to represent the differences?

Some of the information you’ll need for this porpose is already in the system, but you might want to complete it with more information. A big benefit of the eworx Marketing Suite is that you can create your own subscriber fields to extend your subscriber database and fill it with the required data.

Define a set of criteria a subcriber has to fulfill to be a member of the subscriber group.

Conditions with an AND-operator

Go to Subscribers / Subscriber Groups and select the type „dynamic subscriber group“. Choose a name and click „Add and edit“. Now you will see an editor workspace with an AND-operator and a plus sign. The plus allows you to add a new criterion.

Use the AND-operator if the subscriber has to fulfill criterion A, as well as criterion B to be a member of the subscriber group.

Here’s an example:

We want to create a subscriber group that contains all male customers. This is how you could build these conditions as subscriber groups.

subscriber field Salutation fits "Mr."
AND
subscriber is in (subscriber group) "customers"

Conditions with an OR-operator

Use the OR-operator when the subscriber has to fulfill either criterion A, or criterion B to be a member of the subscriber group.

Example? Here it is.

You want to address all subscribers, who either bought product A or product B in the past, because you want to market a new useful accessory.

subscriber is in (subscriber group) "buyers product A"
OR
subscriber is in (subscriber group) "buyers product B"

Exclusion criteria

There might be exceptions where you need to use exclusion criteria as you can see in the example below.

You want to send a special product offer to all potential customers and regular customers, except of customers who already bought the product.

subscriber is in (subscriber group) "potential customers"
OR
subscriber is in (subscriber group) "regular customers"
AND
subscriber is NOT in (subscriber group) "buyer product XY"

Special tip: Combination of subscriber groups

With this feature it is very easy to combine subscriber groups to a new one.

Example:

You want to send an email to some members of your company. To be more precise it is relevant to all of your colleagues in the departments marketing, sales and customer service, whereas it is not of interest for any other department. It will take you no more than a few seconds to create this group, if the basic groups already exist.

subscriber is in (subscriber group) "marketing"
OR
subscriber is in (subscriber group) "sales"
OR
subscriber is in (subscriber group) "customer service"

Yes. You can see the test feature below the workspace area, where you create the subscriber group. Search for a subscriber in the search box, for whom you know, whether he or she fulfills the criteria.

In our example the subscriber is a regular customer and bought the product XY.

The criterion subscriber is in „regular customers“ is true and therefor green.

But the subscriber doesn’t match the criterion subscriber is NOT in „buyers product XY“, as you can see, because it is colored red.

You can convert dynamic groups to static groups. Even better: Create a static copy of a dynamic list.

Select the dynamic group you want to convert. In the tab „Master Data“ you have the option „Copy as a static subscriber group“.

In reverse static groups can not be converted to dynamic groups, because dynamic subscriber groups are based on criteria.

Subscribers and subscriber groups are the base of your email marketing. The quality of the email list is at least as important as the content of your campaigns. You can find application fields for subscriber groups in almost every mailworx module. Here’s a brief overview.

Forms

You have to know which information you need about your subscribers for targeted email marketing, even before subscribers get in your system.

Subscriber fields are the basis for dynamic subscriber groups

The data you collect from your subscribers influences the possibilites of segmentation. Maybe it is possible to take the interests of your subscribers into account as a field in your registration form. Next to that you can build dynamic subscriber groups for all types of interest.

Static group for registered users

When you conduct a survey you want to know, who participated in it. Create the form for your survey and switch to the tab „Action“. At the bottom of the page there’s the option „add to static subscriber group“, where you can choose an existing one or create a new group.

In fact the usage of form fields next to existing subscriber fields requires this step, if you want to export and evaluate the survey later on.

Import

When you import subscriber data, we recommend collecting the subscribers of the import in a subscriber group. This makes sense for different reasons.

Update existing subscriber groups

There is a subscriber group you use quite frequently. Before you go ahead with your next mailing, you want to update the list, because it happens that there are new subscribers or existing data changed. In this case select the existing subscriber group in the import settings to make sure, that the list is up-to-date.

More transparency

When you create a new subscriber group with a unique name (it could contain the date of the import) for each import, you’ll always have a perfect overview.

Email campaigns

This is quite clear: Before you send your campaign, you have to select your target audience. But the eworx Marketing Suite email editor provides even more features for target-group-specific email marketing.

Dynamic content
Some of the sections of your campaign are only relevant for a specific target group? There’s no need to create another campaign for this audience. It is possible to make these sections visible for the chosen subscriber groups only.

Dynamic ordering
There are sections, which are of special interest for certain subscriber groups, others have a lower priority? Let’s say you offer a travel newsletter and want to promote a greenfee offer for golfers. Of course it is ideal, if golfers see this offer first. Determine the dynamic ordering for the group of golfers (or any other subscriber group) in the „Settings“ of your email campaign.

Text components (personalization)

mailworx also enables you to create and adjust elements of personalization to different target audiences. Imagine there is a special offer, but there are different vouchers for new and regular customers. Text components are ideal, when you want to address both target groups differently.