Feature Friday: Link Keywords in Publicaster Edition

In our newest release to Publicaster Edition this week, we’ve given you the ability to associate one or more keywords with a link. Not only does the link keywords feature works in emails, but it also works for landing pages created in our platform.

Why would you want to apply keywords to links? Say you want to update someone’s profile with a value when they click on a certain link. It’s simple when you only have a few links in your message, and they’re all different. However, when there are many links throughout the body of your email, and many of them are the same, it’s cumbersome to set up all the different profile actions for each link.

We’re all about saving you time and energy. So instead of setting up multiple profile update actions for all the links in your email, we’ve made the process simpler with the link keywords feature. Instead of associating a profile update action with a link click, you can now associate the action with your chosen keyword. The click on the links associated with that keyword would then trigger the profile updates to occur.

The link keywords feature isn’t only a powerful tool for profile update actions. It can be used for segmentation and reporting, as well. It’s essential to understand how to set up link keywords in Publicaster, and use them, too.

Creating Link Keywords

Let’s dive into setting up this feature in Publicaster Edition so you can start getting the most out of it. Once your email has gone out or your landing page has been viewed, you can assign a keyword to a link using the Manage Links Report under Reporting. A column has been added to the end of the report called Keywords.

Look for the column called "keywords."

Click Update in this column next to the link to which you’re adding a keyword. A box will pop up, allowing you to enter up to 10 keywords. Keywords can be any words that make sense for the content to which the link points.

Enter your link keywords.

Although this process is straightforward, we’re all about automation. When an email is deployed or a landing page is viewed, you can automatically associate a link with a keyword without having to go into Manage Links Report and update keywords every time you send an email. This is especially time-saving for those with metered sends or auto-response campaigns.

To set up automated link keywords, open your email creative (Creative Manager>Email Creatives). Click to edit the HTML. All you’re going to do is add an attribute to your links called keywords – go figure. Next, enter a comma-separated list of an unlimited amount of keywords you want associated with this link. For example, we updated this link with the keywords “tips” and “eBook.”

Manually enter link keywords in your code.

Click Save to make sure your changes are permanent. You’ll be able to verify the keywords are associate with the appropriate links with the Click-Through Report. But we’re going to talk about reporting at the end of the post. For now, let’s get into the beneficial use cases for link keywords.

Using Link Keywords in Segmentations

Now that you have keywords associated with your link, you can start using them. A significant place link keywords can be used is in segmentation. Depending if you updated link keywords in a landing page or email, your conditions will be found in different places in the segmentation dropdown menu. Find landing page conditions under Behavioral Conditions>Landing Page Behavioral Conditions and email conditions right before that. The same seven conditions are available for both landing pages and emails.

There are seven link keywords segmentation conditions from which to choose.

Using Link Keywords in Profile Update Actions

New conditions for link keywords have also been added to the Profile Update Manager in the right hand column.

Two link keywords conditions have been added to the Profile Update Manager.

When you click either of these options, you’ll be asked to specify one or more keywords at the bottom of the page. Separate multiple keywords with a semicolon and no spaces.

Enter link keywords associated with the profile update action.

When someone clicks a link in your email, Publicaster will automatically verify if it matches an existing profile update action. If the click does, Publicaster checks if the link is associated with any keywords. If it is, the platform runs an update to that subscriber.

Using Link Keywords in Reporting

The final way you can use link keywords is through reporting filters. In Reports, use the gear icon to find Manage Report Filters.

Choose the Manager Report Filters options from the dropdown.

You’ll notice the report filters set up is almost identical to segmentation set up. Click Add Condition and scroll through the conditions until you find the same ones for keywords that are available in the Segmentation Manager. If you navigate to the Click-Through Report, as well, you’ll see a column where any keywords associated with the email campaign are listed.

Start Using Link Keywords Today

These are the many ways to use link keywords, our newest Publicaster feature. We hope it will save you time and energy, as well as send more personalized messages. Have questions about this feature or need help using it? Reach out to us at support@whatcounts.com.

Joy Ugi
Digital Marketing Coordinator, WhatCounts
Twitter: @ugigirl

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