Select, segment, and send model
The select, segment, and send model is a more sophisticated process for:
- Fine-tuning direct marketing campaigns
- Complex fundraising campaigns with many segments per mailing
In this model, the Campaign Management and Segmentation modules work together to target different groups who share similar interests or characteristics.
This is the process that supports the select, segment, and send model:
In Campaign Management
- Create the process engines that will build the output methods.
- Create Inserts and attach process engines where applicable.
- Set up the campaign hierarchy, assigning one source code per segment.
In Segmentation
- Write the universe query that defines who will receive the marketing effort.
- Create the job and attach the universe query to the job.
- Write the segment queries that will separate your universe into smaller target groups, such as by membership category or by transaction types or by event.
- Create the segments and attach segment queries to each segment.
- Populate the segments.
In Campaign Management
- Attach the segments/inserts to the source codes.
- Generate the output.