A trend we've noticed when migrating more enterprise size customers over to Bento is that they will often request to integrate with a third-party tool that spins up sub-lists of their subscriber base for them to market too.
These tools almost always include "artificial intelligence" or "machine learning" on their homepages and will rarely show you how they work under the hood.
Whenever we've actually dug into what these tools are doing we find out that they are simply running a check on who engaged with your emails over a specific time period and then spit out sub-lists back into your email marketing software.
But why would you want these sub-lists in the first place?
Well, the main use case we've seen is when you are sending to a large list and want to maxmise your delivery.
You'll split one campaign out into two:
- Group 1: highly engaged subscribers (small % of overall list).
- Group 2: everyone else.
The first group receives the email first, opens it, clicks it, reads it, and in doing so sends a positive signal to the email provider (Gmail, Yahoo, etc) that the contents of the email is top notch.
Then when you go to send to Group 2 you actually have a higher chance of landing right in the same inbox. You've essentially warmed up the campaign and primed it for great results.
Another reason you may want to do this is for testing.
You can test an offer / headline to your most active subscribers first and depending on their response alter the contents of the email for the rest of the list (lower converters).
Luckily for our customers to pull this off you don't need any fancy machine learning or automation tooling: you can do it all in Bento with Workflows & Tags.
Starting in the Workflow editor we set it up so that it triggers when someone opens, clicks or views specific pages.
You can make this automation as niche or as broad as you want it.
Some customers like having this setup as someone who clicks an email, opens an email, or visits a checkout page.
We then tie this trigger to an action that applies a tag to the visitor.
The tag we often use is "active_subscriber". It's memorable, easy to reference, and not used anywhere else in Bento.
Once saved (with repeatable activated), as visitors flow top to bottom in this workflow they are constantly applying the "active_subscriber" tag to themselves whenever they match one of the triggers. It's beautiful to see it in action!
If the visitor already has the tag it'll just change the date it was applied. Because we're not applying the tag new, this will not trigger any other automations or reactions.
We then pop over to the tags page and edit our "active_subscriber" tag to setup the decay functionality.
Once you activate it and setup a time period (7 days) all tags that have been applied after that date will be deleted daily.
This means that if a visitor doesn't trigger any of the above events (open, click, pageview) the tag will be automatically removed.