We all know that we need to send relevant content to our subscribers in order to keep them on the books, but just how do we ensure that it’s absolutely relevant?
We can ask them, right? Well that’s one way to do it - by allowing contacts to select their preferences in a profile page you can be sure that you’re sending content that your contacts want to see. But, how well do we know ourselves and how often do our likes and dislikes change? A preference centre is only as good as the last time it was updated.
Amazon knows what products I’m interested in, even though I don’t remember ever manually selecting my preferences. It’s the history of my clickthroughs and purchases that help to build my profile, along with my ratings of products and categories on the website.
I’m not suggesting that preference centres are a bad idea – they’re great and really can help to keep your subscribers subscribed. But in addition you should be able to accurately predict what content your contacts want. This should be no guessing game, but a logical way of intelligently scoring your contacts within areas of business that you supply. This is where you need iScore.
Within your business you should be able to break down areas into product or service categories. Let’s say you’re a tour operator: - Winter Sports
- Sun & Sea
- City Breaks
Now, whenever you send out your targeted newsletters (based on preferences) and you have a clickthrough to a page that is connected to any of these categories you can assign them to the link at this point.
By clicking a categorised link, a contact will then receive a number of points within that category.
Okay, so that’s the same as a campaign clickthrough but now we have a number set against it – so what?
Well, iScore doesn’t care about the individual campaign that its categories are connected to. It takes a much longer term view. iScore only cares about the number of points a person has within its categories and sets them into tiers. These scores accumulate with each category click, and it’s these tiers that are going to get you your gold!
Over a period of time, clicking contacts will be increasing these scores only within the categories that they have an interest. There’s no point in sending a special offer to someone with a score of 0 in your Winter Sports category if they have never clicked through on any of your Winter Sports articles! Instead, you’re much more likely to get a good response by targeting those with a high score, whether that be via email or telephone.
Imagine if you could then connect a high scorer to an automated campaign to offer a discount within that category... with CommuniGator you can.
Fancy a discount on your next winter sports holiday?