Part of personalizing your emails is sending subscribers the content they care about. When you track subscriber behavior and automate deployment, you can send customers the right message at the right time. The Profile Update Manager in Publicaster Edition helps with this.
The Profile Update Manager allows you to create triggered updates to your subscriber’s permanent list data based on their behavior within an email, on a landing page, or when they are sent an email distribution.
For example, let’s say you want to count the number of times a subscriber shares your content on social media. You can use the Profile Update Manager to increase the value in a field within a subscriber’s record each time they share an email. You could then build segmentations to identify specific numeric thresholds and automate campaigns targeting subscribers who meet your social sharing criteria.
Since this data is part of the subscriber’s permanent record you can export this for further analysis. If you want to see how one of our clients uses this feature, download the 15 Ways True Citrus Markets Smarter MiniGuide.
Let’s dig deeper into setting up a Profile Update Action and using it when sending an email campaign.
Start by navigating to the Profile Update Manager in the List Manager tab.
Next, set up a Profile Update Action by clicking action in the menu bar to the left.
Click the Create button.
Next name the action, type a description, and choose the mailing list to associate with this action. Finally, choose whether to make this action active or inactive. Active Actions are available to work with Triggers. Inactive Actions are not. The former option implies the action will be applied if triggered, while the latter means the action won’t be applied when triggered.
A section called Update Statements will appear. These updates will appear on users’ profiles after a trigger occurs. Click the Add button and select the appropriate field from the dropdown menu matching the action you created. In the next text box, add the value to display when this action has been taken.
You can add as many fields and values to an action as you want. When you’re finished adding fields and actions, click Save.
Since an action specifies different behaviors with fields in an email list, and since every distribution list is different, each action you set up can only be applied to one distribution list. If active, this action will be applied to subscribers’ data by a Profile Update Trigger. A trigger chooses which of your Profile Update Actions applies to a particular subscriber behavior or set of subscriber behaviors. Then, it updates the users’ profiles with the correct information.
The Profile Update Trigger option is also in the Profile Update Manager under the List Manager tab. The Profile Triggers menu will automatically appear, and the process of creating one is similar to that of creating a Profile Update Action.
Choose a folder and then check the boxes by the behaviors you want to trigger the action.
Check the box by the update action or actions you want to use with this trigger. Also, choose the email creative to which the behavior will apply.
Choose a distribution for this trigger, or simply check the option to trigger when the email creative is sent to any distribution. You can follow the same steps for selecting a URL. Last step: Click Save.
Remember, the trigger is the behavior by the subscriber on an email distribution, landing page, or opt-in form. These actions could be opening, clicking, or sharing. The action is the change to the subscribers’ data on the list. You save triggers and actions separately, and either can be active or inactive.
Profile Update Triggers aren’t required in order to apply a Profile Update Action. The latter can also be triggered by a distribution within the Campaign Manager Send/Schedule tab.
After selecting a data source (email list) for your distribution, choose the appropriate Profile Update Action from the menu under the data source selection. If no menu appears, it’s because you haven’t created a Profile Update Action for that distribution list. Any Profile Update Action selected at this point will be applied to all subscribers on that list at the time you send it.
That’s all it takes to set up a Profile Update Action and start sending smarter messages to your subscribers. Need help using this feature or want to know more about how it can help you send personalized messages? Reach out to us in the comments below or send us an email.