Targeted communication with Contact Related Content

The personalisation of emails is something we all know about by now. You make an effort to ensure that you stand out amongst the huge pile of anonymous emails that your contacts are bombarded with every day. Through the Contact Related Content you subtly raise that personal contact to a higher level. Read on and learn how you can put this to work in your emailings.

Contact Related Content can be used in countless ways. Unlike what happens with personalisation, you don’t take over the entirety of the data from your mailing list, but enter a number of parameters that will determine the content of your message. Thus you make sure that every contact gets to read specific content that is geared directly for him. In this way, you offer him really relevant content and tailored information. The result is a dynamic message that only has content and information relevant and tailored to the contact.



Operation
Actually, you use the data from the database as a condition for deciding whether or not to allow certain bits of text or images to be seen. You set up these conditions by means of “if-then” statements. Depending on place of residence, for example, or on previous purchases, a contact gets to see offers that are relevant for him. If a contact fulfils the condition that you have defined in your if-structure, then the content will be displayed.

An example:

An article may only be included in the message if:
  • Province field =  Antwerpen
  • Language field = NL
  • Sector field = Bouw
We make use of if-structures in the email message for this. Thanks to the very user-friendly syntax that Flexmail has developed for this purpose, making the content of your message dynamic is child’s play.


Types of if-structures


You can divide the if-structures into three main groups, each with its own function:

1. Based on interest

MemberOf

With this structure, you can check whether a contact belongs to a particular interest group, and adapt the content of the email message to suit.

Example: Based on his clicking behaviour from previous campaigns, we know that John is interested in wine, but not in recipes and health. As a result, he has joined the group “Wine”. However, our newsletter contains articles on wine, recipes and health. How can we make sure that only the article on wine is included in John’s newsletter?

{if memberOf("Wine")}
       Article about wine
{/if}

If you think that a single click on a link is not a sufficiently convincing evidence for assuming that someone is interested in a particular topic, then you can expand this function by adding “the number of times” that your contact should have clicked on a link about that topic.

{if memberOf("Wine",3)}
St.-Emilion mag nieuw klassement
Voor de zesde keer heeft een jury van negen wijnproevers zich gebogen over een brede selectie van Bordeauxwijnen in het historische Sofitel Amsterdam The Grand hotel. In totaal zijn, zoals gisteren al gemeld, 112 bordeauxwijnen geselecteerd uit de 335 ingezonden flessen in de prijscategorie € 5 tot € 25 . De meeste geselecteerde wijnen zijn rood, maar dit jaar zat er ook weer droog en zoet wit plus rosé bij. Over de 112 geselecteerde wijnen verschijnt binnenkort een boekje.

{/if}

In the example above, the contact was required to have clicked three times on an item about wines.

2. Based on preferences

hasPreference

With this structure, you can check whether a contact belongs to a particular preference ( in this case wine), and adapt the content of the email message to suit.

{if hasPreference("Wine")}
       Article about wine
{/if}

3. Based on the contact database

Content of a contact field
Another way to tailor the contents of your message to your contact is by checking the contents of a particular contact field.

{if ::language::=="FR"}
Des nouvelles locomotives pour améliorer la ponctualité
Neuf locomotives de « type 18 », construites par Siemens, ont obtenu une homologation provisoire. Après avoir réussi les tests techniques qui doivent confirmer l’homologation d’ici la fin août, l’opérateur SNCB effectue actuellement des tests en situation réelle, avec passagers, sur la ligne Eupen-Ostende.


{else}

St.-Emilion mag nieuw klassement
Voor de zesde keer heeft een jury van negen wijnproevers zich gebogen over een brede selectie van Bordeauxwijnen in het historische Sofitel Amsterdam The Grand hotel. In totaal zijn, zoals gisteren al gemeld, 112 bordeauxwijnen geselecteerd uit de 335 ingezonden flessen in de prijscategorie € 5 tot € 25 . De meeste geselecteerde wijnen zijn rood, maar dit jaar zat er ook weer droog en zoet wit plus rosé bij. Over de 112 geselecteerde wijnen verschijnt binnenkort een boekje.

{/if}

You can see in the previous example that the function {else} occurs. This allows you to specify an alternative if the contents of the contact field do not meet the condition.

Uppercase, lowercase, uppercaseFirst
Using the uppercase and lowercase functions, first the contents of the relevant contact fields are converted into uppercase or lowercase letters. If you don’t do this, your Contact Related Content is sensitive to upper case. You then run the risk that some contacts fall outside the condition because their language is noted in some other way.

{if uppercase(::language::)=="FR"}
Des nouvelles locomotives pour améliorer la ponctualité
Neuf locomotives de « type 18 », construites par Siemens, ont obtenu une homologation provisoire. Après avoir réussi les tests techniques qui doivent confirmer l’homologation d’ici la fin août, l’opérateur SNCB effectue actuellement des tests en situation réelle, avec passagers, sur la ligne Eupen-Ostende.
{/if}

{if lowercase(::language::)=="nl"}
St.-Emilion mag nieuw klassement
Voor de zesde keer heeft een jury van negen wijnproevers zich gebogen over een brede selectie van Bordeauxwijnen in het historische Sofitel Amsterdam The Grand hotel. In totaal zijn, zoals gisteren al gemeld, 112 bordeauxwijnen geselecteerd uit de 335 ingezonden flessen in de prijscategorie € 5 tot € 25 . De meeste geselecteerde wijnen zijn rood, maar dit jaar zat er ook weer droog en zoet wit plus rosé bij. Over de 112 geselecteerde wijnen verschijnt binnenkort een boekje.
{/if}

4. Determine message content

Fallback
Using the “Fallback” condition, you can provide an alternative in your message, whenever a contact field contains no value. By providing the example below, my contacts are always addressed by their first name. If their first name is not known, it will be replaced by “Dear Customer”.

Dear {fallback(::firstname::,"klant")}