How to Segment & Target Email Marketing With Call-To-Action Buttons

Segment & Target Your Email Marketing List Based On Your Customer’s Interest

A targeted promotion always out performs a general one. Here is how to use a Call-to-Action Button on your next Email Marketing Campaign (example is using #ConstantContact) to automatically segment contacts who use that button to be added to a strategic follow-up list and receive an automated campaign customized for those engaged contacts:

Example: In the below example, a landscaper offers three different services in one email. Each button link is segmented so that when a contact clicks on it, they are automatically added to a list for the specific service they clicked on. When the landscaper is ready he can send an email to only his contacts interested in landscape design and email his other contacts at another time. Here is how to do it using #ConstantContact:

1. Create an email and insert a text link, button or clickable link.
2. Click the button, link, or image and click Link to select the type of link you want to insert.
3. Add the link, email address, or select the document you want to link to.
4. Select “Enable Click Segmentation”.
5. Create the list you want to add your contacts to when they click your link or button.
6. Click Insert.
7. Click Done.

When you’re ready to send an email to your segmented list, create a new email and select the list on the schedule page.

Create a Segmented List that Triggers an Auto-responder Email

Click-segmented emails take a little bit of planning. You’ll need content for the email you’re sending and content for the autoresponder email that is automatically triggered when your contact is added to the list. For example, you could reward your most engaged contacts with a coupon when they click on a link to buy an item or view your menu, or you could use it to trigger more detailed informational content for those you know are interested in receiving it:

1. Create a new contact list. Make sure to give it a name you’ll recognize.
   
2. Create an autoresponder series and choose to send to your new list. It’s fine to create a single-email series.
3. Schedule your autoresponder email to send to your contacts after they’re added to your list. Most of the time it’s best to give your contacts a couple of days between emails, but sometimes it’s also fine to send a follow-up email the next day.
4. Set up the follow up emails to go out to the list of interested parties.
5. Determine the action they will take either a download, a link to a webpage or even an Email or link to Get A Quote or Estimate or Schedule Maintenance.
6. Set up your Email so that people will be identified when they click on your button.
7. Enable Click Segmentation so that they will be added to a list which will receive a follow up email or a series of emails.
8. Then create an email and insert a text link, button, or clickable image link.
9. Click the button, link, or image and click Linkto select the type of link you want to insert.
10. Add the link, email address, or select the document you want to link to.
11. Select “Enable Click Segmentation”.
12. Select the new list you created.
13. Click Insert.
14. Click Done.

When you’re ready to send your email, you won’t have to do anything special. Once your contacts start clicking on your links or buttons they’ll automatically be sent the email from your autoresponder series whenever you designated it to go out. If you want to try this on Constant Contact click here to get a FREE Trial.

Liz Harsch is a media planner and trainer for small business owners with Constant Contact, SCORE, SBDC, SBA, Cities and MWD and County outreach partners, APICS plus many Chambers of Commerce since 2008.  She owns Tailor-Made Advertising in Torrance, California and provides marketing,  training and consulting to identify marketing and media alternatives for business owners. She can be reached at 310-791-6300 or by email at liz@adteamla.com. You can also view her workshop schedule here.