Lead generation processes are evolving. Whether you are using manual forms, API integrations or retargeting, the one thing that makes a lead’s quality better than another, is the amount of progressive data you have gathered around that lead.
Marketing automation, relies heavily on the collected data and accuracy of field values, to execute workflows correctly to the right segment. While each lead comes with its own set of graphic details (i.e: psychographic, demographic, geographic, etc…) sometimes, one simple step or decision relies on a flag or value that might not be present in such data.
Contact tags are effective to tackle those challenges using automation.
Below are a few reasons why you would want to tag a contact on your list:
- When a user reaches a specific level of engagement.
- When a user buys a particular product from your store
- When a coupon is redeemed.
- When someone signups for a specific list, downloads an ebook or requests a demo.
- When a shopper abandons his shopping cart and does not convert.
- When a user browses a specific page for more than 5 minutes.
- When a user completes a specific automation.
- When a lead converts after a trial period.
- When a contact hasn’t engaged for a long period of time.
- When a customer churns or downgrades his account.
And the list goes on.
Now that we have defined tags and some sample use cases, below are the major benefits it provides to marketers:
1. Better segmentation
Marketers can leverage Contact Tags to classify their leads and contacts into different dynamic segments or audiences. This helps marketers better organize and compact their list management as well as minimize the amount of fields required at the contact level. For instance, a specific audience for engaged users based on the tag “Abandoned Cart” can be created in few clicks.
2. More effective targeting
Tagging contacts allows marketers to create personalized drip campaigns such as emails, SMS, and browser push notifications to help reach relevant contacts with the right message at the right time. For example, contacts tagged as ‘Trial Users’ can be targeted with a series of product education and activation messages, until their trial period is over and a new tag ‘Expired Trial Users’ is appended.
3. Better personalization
Personalizing emails and landing pages with merge tags and dynamic content is a powerful feature offered in full stack marketing platforms. Contact Tags, makes this personalization even more accurate. For instance, a landing page can be programmed to display a content block to contacts that have previously browsed a product category and made at least one purchase, while another landing page can display a different content block for contacts that have abandoned a cart and never completed a purchase. Automated contact tagging makes the distinction between both segments a lot easier.
4. Fewer duplicates
When running multiple automation targeting similar contacts, you risk message duplication to the same person. With tags, you can add another layer of filtering, which checks against those tag values, to identify if the person should be getting those messages or not. For instance, …read more
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