Unlocking the Potential of Email Campaigns with iPost
To maximize engagement and enhance targeting, iPost offers powerful Optimization Tools that leverage behavioral segmentation, dynamic tables, frequency control, and advanced analytics. Here’s how you can refine your email strategy:
1. Optimization Tools
Behavioral Segmentation
Identify and target openers, clickers, or non-engagers to improve retention and re-engagement.
Utilize the retargeting feature to follow up with subscribers who didn’t engage with previous emails or reinforce messaging for those who did.
Dynamic Tables
Create targeted segments using any column in your data, such as location, membership level, or last visit date.
Automate re-engagement workflows based on inactivity (e.g., send a win-back email after 60 days of inactivity).
Email Frequency Control
Prevent email fatigue by suppressing subscribers who have received an email within a specific number of days.
Allow subscribers to define their preferred email frequency in the Subscription Center.
Advanced Testing & Copy Insights
While iPost does not yet support AI-driven copy insights, A/B testing can help determine which subject lines, content, and designs work best.
Use Advanced Tests to analyze key performance indicators across different audiences.
2. Topics & Categories
Topics (Subscriber-Selected Preferences)
Subscribers choose Topics through the Subscription Center, allowing them to opt into specific content types (e.g., newsletters, promotions, loyalty updates).
Helps reduce unsubscribes by giving users control over what emails they receive.
Categories (Automated Segmentation)
Assigned dynamically based on subscriber click behaviors within emails.
Defined using Regular Expressions (Regex) to segment users based on engagement.
3. Using Regex to Define Categories
Regular expressions (Regex) allow iPost to categorize subscribers based on their email click activity. This enables precise targeting for future campaigns.
Example Regex-Based Categories
| Category | Regex Pattern | Purpose |
|---|---|---|
| Loyalty Program | ^https?:\/\/www\.yoursite\.com\/loyalty\/.* | Identifies clicks on loyalty-related content. |
| Promotions | ^https?:\/\/www\.yoursite\.com\/deals\/.* | Segments users interested in special offers. |
| Events | ^https?:\/\/www\.yoursite\.com\/events\/.* | Tracks engagement with event-related emails. |
| VIP Customers | ^https?:\/\/www\.yoursite\.com\/vip\/.* | Flags high-value subscribers based on VIP interactions. |
Steps to Implement:
Identify the key click behaviors relevant to your campaign.
Write Regex patterns to match links related to each engagement category.
Apply these patterns in iPost to segment users dynamically.
Continuously test and refine for accuracy.
4. eMVision Dashboards Add-on for Advanced Analytics
eMVision, powered by Amazon QuickSight, provides customizable dashboards for in-depth email performance visualization. This tool enables better decision-making through real-time data analysis.
Key Reports & Metrics to Track:
Engagement Analytics
Open Rate by Time & Day → Determine the best send times.
Click-Through Rate (CTR) by Email Type → Measure effectiveness of newsletters, promotions, and transactional emails.
Send Time Optimization
Engagement Heatmap → Visualize user interactions by time of day and day of the week.
Time-to-Open & Time-to-Click → Assess subscriber responsiveness.
Subject Line Performance
Top-Performing Subject Lines → Identify trends that boost open rates.
A/B Testing Results → Compare subject line effectiveness across segments.
Audience Segmentation & Behavior
Engagement by Subscriber Type (New vs. Returning Users) → Understand subscriber behavior trends.
Click Behavior by Content Type → Determine which content drives the most engagement.
Deliverability & List Health
Bounce Rate Breakdown (Hard vs. Soft Bounces) → Ensure emails reach inboxes.
Inbox Placement vs. Spam Folder Rate → Improve email deliverability.
Conversion Tracking (If Integrated with Web Analytics)
Email-Driven Website Traffic & Conversions → Analyze ROI from email campaigns.
Revenue Impact of Email Campaigns → If eCommerce-integrated, track purchases originating from email.
iPost provides a comprehensive suite of optimization tools that enhance audience targeting, improve engagement, and streamline performance tracking. By leveraging behavioral segmentation, frequency control, regex-based categorization, and advanced analytics with the eMVision add-on, you can fine-tune your email campaigns for maximum impact.