Tags are the key to both Contacts and email Blasts.
On the surface, Tags appear to be nothing more than a simple means to tag or mark a Contact. For example, when you import Contacts, you can tag each contact with one or more tags. Typically, these tags represent categorical things like:
- source - where the contact came from
- interest - what are they looking for e.g. commercial, office
- type - lead, prospect, client, broker, agent, lender, etc.
That is not all Tags can do. In Blasts, Tags are the key to the marketing strategy execution. Tags can be used to segment your Contacts for targeted communications and Tags control the flow of communications i.e. trickle, drip, branch, etc.
Let us assume your Contacts have already been tagged with 'A' and/or 'B'. The diagram below depicts how that might look. A and B represent your tags. The imaginary 'C' represents the set of Contacts that have both A and B tags. C is the so called intersection of A and B.
In a Blast, the first thing you do is define the 'who' meaning which contacts to send the email to. This is done solely using tags. This may seem too simplistic at first glance but it can accommodate very sophisticated strategies.
Consider the diagram above. Without too much thought, you can easily target the following sets of Contacts given A and/or B tags...
- A only
- B only
- A or B
- A and B - which is same as C only
- Not A
- Not B
- A and Not B
- B and Not A
- Not (A and B) - which is same as A or B but not both, a.k.a. Not C
But what about something more complex? More complex logical scenarios can be achieved using a simple technique of intermediate tagging. For example, you could go to Contacts and use the Filter tool to 'filter with these tags...' A and B. Then use the Select tool to select all the contacts and use the 'tag+/-' tool to add C to all of the selected contacts.
Now back in Blasts it becomes even easier to target based on the new C tag.
Imagine what you can do with multiple intermediate tagging steps. This idea of tagging is merely a practical application of good ole set theory that affords you building just about any logical expression imaginable.
Stay tuned for more articles in the Tags series i.e. 201, 301, etc.