What is Audience Management?
Audience Management is a feature in the Contact Relationship Manager that allows you to send targeted communications to certain audiences as part of a larger group. For instance, you would be able to send different emails to both your content and design team while still ensuring that they receive all overarching company emails. If someone chooses to opt out of audience communications, they would still be eligible to receive messages sent to the overall group, and would also have the option to opt-in to other messages.
Essentially, Audience Management is a way to organize the subscription and unsubscription processes so that when a contact unsubscribes, they are not immediately unsubscribed from all communications you send out. By creating segmented audiences within larger groups, when a contact clicks the unsubscribe link in an email they will be brought to a page where they can manage their subscription preferences, choosing which messages they would like to receive from you and which ones they would not.
Let's break it down further with an example.
Audience Management - Marketing Department Example:
There's a company. Let's call it Company X. Company X can send priority messages to everyone in its contact list.
Now, within Company X, there's a Marketing Department. Company X can make this department a "group" in Audience Management, which can be used to send out marketing-related information to clients.
Then, as part of Company X's marketing strategy, they decide to send out a monthly newsletter, a weekly newsletter, and weekly deals to clients. They can create "audiences" within the Marketing group using the Audience Management feature for each of these items.
When Company X first creates the audiences, they can add all subscribed clients to all three of these audiences. The clients will now receive the monthly and weekly newsletter, as well as the weekly deals notification.
Now that Company X has its marketing group and audiences when a client clicks the unsubscribe link in the weekly newsletter they will be brought to the Preference Management page where they can choose to unsubscribe from just the weekly newsletter but still receive the other Marketing group messages: the monthly newsletter and the weekly deals notification.
The client can also choose to unsubscribe from the entire Marketing group, and yet still be subscribed to receive Company X's priority messages that are sent out to all clients.
Still have questions?
If you're still unsure about how the Audience Management feature works, don't hesitate to contact our Support Team today!
If you're interested to see what Audience Management can do for you, sign up for a 14-day free trial of the SimplyCast platform!