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 add that list to a segment to reference in the future. Here’s more info on segmenting contacts: What is segmenting?
Once you’ve set up some segments, you can then filter your contact list using those tags, plus other attributes.
For example, add your outerwear purchases to a segment called “outerwear purchasers” (simple, right?) - then filter on that segment - 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 one customer to multiple segments. For example, add all your outwear purchases who bought winter coats to the ‘winter’ segment.
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 add them to ‘denim’), have retweeted your tweets about discounts (and add them to ‘discount enthusiasts’), or have commented on your Facebook or Instagram posts (and add them to ‘commenters’).
This makes it quick and easy to send an email campaign to contacts in your ‘denim’ segment the next time you release a new denim line.
Or, if you’re having a winter sale, send an email campaign to those in your ‘winter’ or ‘discount enthusiasts’ segments.
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 segments, add more customers to them, rename them, or delete them. Here’s more info: How do I manage my segments?
Once you have a segmenting 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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