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Remarketing Solution GuideFrom $1Table of contents
About this GuideThis document provides conceptual, scenario, and procedural information about how to use ExactTarget features to create a landing page where subscribers receive a gift card as an incentive for completing a process, such as making a purchase or completing a survey. PrerequisitesAudienceThis document is intended for ExactTarget users responsible for creating incentive programs to reward subscriber behavior. Basic knowledge of SQL is required to create a gift card solution according to this guide. Remarketing SolutionSubscriber behavior is the best indication of the subscriber's engagement. Subscribers who open and click your emails demonstrate that they are receptive to your messages. With the remarketing solution, you can create lists of subscribers based on their behavior when interacting with your messages so that you can better target your messages to these engaged subscribers. What is RemarketingRemarketing is the process of sending follow-up marketing email messages to a certain subset of customers based on their interaction with previous emails messages. The ExactTarget application database contains the job and behavioral information you use to identify the subset of customers to target with your remarketing campaign. To access this data, you use a query activity to retrieve the information from the ExactTarget database and place it in a data extension. You can query the database for the following job-related information:
You can query the database for the following behavior-related information
All data view names are case-sensitive. You can retrieve up to six months' of data from all of the tables except _Jobs, which contains all data for the account. See Appendix A for the table layout for each data view you can query. See Appendix B for sample queries. When you create the query activity, you select the data extension to receive the subscriber list. After you run the query, you can send your message to the data extension. Why Use a Remarketing SolutionUse a remarketing solution to accomplish tasks such as:
ScenarioA weekly newsletter goes to subscribers on Monday, and on Thursday, a marketer at Northern Trail Outfitters sends a follow-up email to subscribers who clicked links in the newsletter. The marketer decides to automate this process using the remarketing solution available in the ExactTarget product.
The data extension is marked as being used for sending because the system will use this data extension as the target of the query activity and the email send later in the process. The data extension contains only one field to contain the SubscriberKey of the subscribers returned from the query. If the data extension also contains other fields, the query activity must also populate those fields.
Next, the marketer creates a query activity to retrieve the list of engaged subscribers to use to populate the data extension. In this scenario, the marketer is defining engaged subscribers as those who have clicked a link in the weekly newsletter email. The query activity selects unique subscriber keys from the _Click data view where:
The marketer specifies the Engaged Newsletter Subscribers data extension from the previous step as the target for the query. This tells the system to put the results of the query into the data extension to be sent to later.
Finally, the marketer creates a program to schedule the query activity and message interaction to recur on a weekly basis. The query activity appears as a separate step in the program from the email send, as opposed as a task in the same step, because the query activity must complete before the send can occur successfully.
The marketer scheduled the program to recur at 8 a.m. on Thursdays. The newsletter is sent at 8 a.m. on Mondays, and scheduling the follow-up message program to run at the same time of day as the newsletter is sent allows the query activity to successfully pick up all of the engaged subscribers. When the marketer starts the program, the system automatically creates the list and sends the message every Thursday at 8 a.m. ProceduresClick on the corresponding link to be directed to the appropriate page. Data Extensions Activities Email Programs Microsites and Landing Pages Appendix A: Database Table LayoutsThe following layouts show the information available in each table that you can query using the query activity. _Job
_Subscribers
_Open
_Click
_Unsubscribe
_Bounce
_SurveyResponse
_FTAF
Appendix B: Sample QueriesThis section contains sample SQL for one common use case for the query activity and the remarketing solution. More sample queries are in development and will be included in this document in the near future. Get subscribers who clicked on a send in the last 2 hours
This page was last updated on Fri, 04 Mar 2011 20:42:44 GMT.
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First, the marketer creates a data extension to contain the subscribers who clicked.
The marketer creates a user-initiated message interaction to send the message to the data extension after the query activity populates it. The message interaction specifies the email message content created with the ExactTarget tools (not covered in this scenario) and the data extension as the target audience.
