Last updated on June 14th, 2016
“Lists are the cornerstone to personalized marketing. When your lists are well defined and up-to-date, you are able to send more intelligent, customized messages.”
….This is great in theory, and I’m sure no one would disagree that creating updated, segmented lists is important, but reality is – this is far easier said than done. Especially if you are manually updating them in attempts to keep them current.
Historically, lists have been a one-way street. Contacts can be added to them, but very rarely, if ever are removed. So even if you start with the greatest intentions of segmenting, your lists could be outdated as fast as you start.
I know this because I am also a marketer. One of the biggest struggles I encountered in my various marketing roles was segmenting, cleaning up and managing our outdated lists. Eventually I discovered dynamic lists, which changed my experience entirely. In fact, I dare say that is is the best functionality since the creation of the email. Before we dive into it’s countless benefits, lets take a look at the difference:
Dynamic vs Static 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 they meet (or fail to meet) the rules you set. Thrilling isn’t it?
Because dynamic lists are built based on the rules, they will ebb and flow as customers meet each rule. Without ever managing the list, you know that it will be the most accurate and up-to-date list available because the rules remain true.
So when would you use dynamic lists over their static counterparts? Lets check out a few ideas:
Using Dynamic Lists
- 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 based on where the customer lives? Seems arduous, but either idea can be accomplished in minutes.
One great is example is 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 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. If you create targeted lists dynamically, you can personalize each message based on location to increase profits through targeted promotions.
- Purchase History
Say you sell fashion and you want to send certain promotions to anyone that has ordered more than $250 from your Patagonia product categories in the past 1 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:
In this instance, you can create a monetary and brand rule, but the recency 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, what are the qualifications, 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.
One of the greatest benefits of Kevy is the ability to create and manage automated lists like this. If you are anything like our customers, you are insanely busy. The last thing you should be dealing with is outdated, messy and inaccurate lists. So, use a tool like Kevy to take lists building and management off your plate.
If you are interested in learning more about Dynamic Lists or how to use them for your store, let us know, we would love to help.