Targeted Marketing Campaigns: How to Create and Use Client Lists

Step-by-Step Guide to Creating a Client List

Accessing the Marketing Tool

1. Navigate to the Marketing Tool:

   • Go to the navigation panel on the right side.
   • Select Tools and click on Marketing.

2. Define Your Target Audience:

   • Identify the clients you wish to target (e.g., clients who have had massages but not facials).
   • Use positive criteria (e.g., clients who purchased specific services) combined with negative criteria (e.g., clients who have not purchased certain services).

Building a Combined List

• Ensure the tick box is checked to combine criteria.
• Use the following filters to refine your list:
  • Positive Filter: Select clients based on purchased products or services.
  • Negative Filter: Exclude clients based on services or products they have not used.
  • Date Range: Target clients within a relevant timeframe (e.g., visits in the last year).

For example, to target massage clients who have not had facials:

• Select massage services as a positive filter.
• Add facials as a negative filter.
• Set a date range to ensure relevance.
• Press Compute to generate the list.

Additional Client Filters

• Demographics: Filter clients by:
  • Suburb, age, gender, or birth month.
• Employee Preferences: Target clients linked to specific employees (e.g., if an employee is on leave or has left).
• Referral Information: Identify clients referred by specific methods or clients who refer new business.
• Client Activity:
  • Exclude clients with zero visits in the past year by setting frequency to “greater than zero.”
  • Target clients based on spending habits using the “dollars” filter.
• Non-returning Clients: Focus on clients who haven’t visited since a specific date range.

Saving and Using the List

• After refining the list:
  • Select Compute to finalize the list.
  • Save the list for use in your marketing platform.

Sending the Campaign

• Use the generated list to send tailored email or SMS campaigns through your preferred marketing platform.

Best Practices for Targeted Campaigns

• Keep Criteria Relevant: Ensure your filters align with campaign goals to maximize impact.
• Check Date Ranges: Avoid targeting outdated or inactive clients unless re-engagement is the goal.
• Combine Filters Wisely: Use the tick box to merge positive and negative criteria effectively.

Additional Resources

For a deeper dive into using these features and sending campaigns, explore our detailed video tutorials covering advanced use cases.

By leveraging these tools and techniques, you can streamline your marketing efforts, increase client engagement, and drive business growth.