In this three-part series, we’re going through how to get the most out of Hive. Read the first installment here: Part 1: How you can connect all your data sources with Hive.
Now that you’ve used Hive to connect all your data sources, giving you a full view of your customer base, it’s time to do some organizing to make your data more actionable.
When you import an email list into Hive, whether it’s your most frequent purchasers of outerwear or attendees of your last event, you can tag that list to reference in the future. Here’s more info on tagging contacts: What is contact tagging?
Once you’ve set up some tags, you can then filter your contact list using those tags, plus other attributes.
For example, tag your outerwear purchases with “outerwear purchasers” (simple, right?) - then filter on that tag - add top spenders and people who live in New York, and send them an email about the opening of your flagship outerwear store in Manhattan.
To get even more granular with your campaigns, you can add multiple tags to one customer. For example, tag all your outwear purchases who bought winter coats with the subtag ‘winter’.
With Hive’s filters, you can even add social data into the mix. Filter for people who’ve liked your Instagram photo of jeans (and tag them ‘denim’), have retweeted your tweets about discounts (and tag them ‘discount enthusiasts’), or have commented on your Facebook or Instagram posts (and tag them ‘commenters’).
This makes it quick and easy to send an email campaign to contacts tagged ‘denim’ the next time you release a new denim line.
Or, if you’re having a winter sale, send an email campaign to those tagged ‘winter’ or ‘discount enthusiasts’.
Looking for more product reviews? Send a CTA to your ‘commenters’ who’ve made a purchase in the past.
(The options are relatively endless!)
You can easily see all your tags, add more customers to them, rename them, or delete them. Here’s more info: How do I manage my tags?
Once you have a tagging system set up for your contacts, you can use it to quickly send highly targeted email campaigns - more on that next week!
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