What's New in Marigold Engage by Sailthru
September 24, 2024


 

Real Activity Segmentation in Audience Builder, Lifecycle Optimizer and Engagement Levels


With the reporting insight for Real & NHI engagement activity in place, the next step in the journey is to give you the ability to use that data to view who your subscribers are, segment by real activity and trigger personalized interactions with subscribers who are genuinely engaged with your brand.

To do this, we have introduced new segmenting capabilities within Audience Builder and Lifecycle Optimizer. We will also be updating Subscriber Engagement Levels to reflect Real engagement.

You will soon be able to:

  • Develop personalized content for those audiences that are truly engaged based on real opens & clicks.
  • Lead re-engagement efforts for those audiences whose engagement activities are only NHI opens or clicks.
  • Create a CTA campaign that can reveal if an audience is still actually interested.
  • Flag audience members who have only NHI activity as a way to clean and update audience lists.

Audience Builder: Using the updated “Email Clicks, Opens, Sends” filter in Audience Builder, you can segment your audience by Real & NHI click and open activity. This can help you divide your email list based on behavior for the right personalized content or engaging CTAs .

Lifecycle Optimizer: With Lifecycle Optimizer it's important to send the right message based on the right trigger. In the “Email Clicked” & “Email Opened” entry and check steps and the “Engagement” entry step, you can target what event, Real or NHI, you want your subscribers to take, giving greater flexibility in who enters a flow and how they journey through it.

Engagement Levels: Subscriber engagement is important for many marketers and understanding what content your subscribers are opening, clicking or interacting with plays a critical role. To help you measure real human engagement, a new toggle will be available in your Business Settings . By default, the toggle will be disabled to avoid any impacts to existing processes. To see the differences between each option, check out User Engagement Levels and Real Activity User Engagement Levels documentation pages. Please reach out to your CSM to review before enabling before the holiday season.

A few key notes:

  • Sailthru Deliverability does not recommend making any changes to sending and/or suppression lists until after the holidays, and therefore we do not recommend switching to Real Activity for Engagement Levels until after the holidays. Please work with your CSM before making any changes after the holidays, so they can advise on how to review and understand the impact to your email program before making any changes.
  • All existing flows or smart lists using any of the entry or check steps or audience builder filter will remain unchanged. To update an existing flow or smart list to reflect Real activity will require manual update.
  • Subscriber engagement level changes will have a delayed release date. Please reach out to your CSM or the Support team with any questions.