5 cases of exclusion marketing. Why & how to do it right

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You may ask yourself why you would exclude any customers from your segmentation. It seems that more segmented customers= better, right?

First of all in the era of high level personalization, it is important that you segment only the right people to limit wasted effort. For example, you may have in mind a campaign with promotion code that is limited to a certain number of customers, therefore you want to be sure you have the right customers that you send it to. …..

Beside all you want to avoid customers that will not benefit from your campaigning efforts, or even worse that you can annoy.

There may also be serious security reasons that you wish to comply with, let's look at them closer below.

Also since Meiro CDP is connecting your data from various data sources, you simply know more about your customers, so you can segment precisely the audience you need.

Targeting the right audience can increase your click rate up to 400%, and open rate to 200%, we checked this out.

5 cases of exclusion marketing

Case 1

Do not annoy your current customers. Exclude customers that you know may be simply not interested in your campaign.

But wait how would you know it? Simple, first set up clear campaign objectives and define which customers may not be interested in it.

Challenge	Solution
1. You are preparing a campaign for a new cosmetic product targeted for women, you will be sending promotional messages with various tips on how to use the product.	Exclude male customers, as they will likely feel advertising is irrelevant to them.
2. You are planning a campaign on Facebook to encourage people to sign up for a newsletter managed in Mailchimp.	While segmenting your audience and sending it further to Facebook, you may consider excluding customers that are already signed to the newsletter, so you do not waste your marketing efforts and do not annoy your customers with irrelevant ads.
3. You are planning a special promotion webinar for your products, you wish to drive more sign ups. At the same time you do not want to bother customers that are already signed.	Exclude customers who already signed to your event.

Case 2

Do not waste your marketing budget. Exclude your current customers and save money on your advertising.

Challenge

Solution

You are planning a new campaign to drive more customers. Your budget is tight and you want to spend your marketing money wisely.

Within a few clicks you can segment only the customers that did not buy your product (just visited the website or maybe abandon the shopping card).

Pick the attribute connected to customers spending, for example, select customers with revenue higher than 0, therefore select customers with total revenue= 0.

Another way of doing it is to exclude customers with revenue higher than 0, you can do it through the “not” function.

Case 3

Do not worsen your relationship with the current customers. Drop out from your campaign customers that complained to your customer service team, disturbed your previous events or simply competitors.

Challenge	Solution
Planning a new campaign but do not want to waste you marketing spending on customers that have an issue opened with the customer service team. You know it may not be productive, even more it may annoy your customers that are currently not happy with your service. They need special treatment, not an usual marketing campaign.	Exclude customers that have issues unresolved within the customer service team. This can range from customers with unresolved complaints or unfulfilled product returns in an ecommerce business, or a customer with outstanding insurance payout for an insurance business.

Case 4

Stay secure and pii data compliant and exclude customers you do not have permission to contact or when you need to stay aligned with special regulations if those concerns you.

Challenge	Solution
Would like to be sure that you are sending campaigns only to the customers that gave you contact permission. Permission can come through telemarketing/sms/email.	Exclude customers that did not agree on contact, or are not sure if they wish to be contacted.
Are you from a business that is limited by special regulations, let say you are selling alcohol therefore you can not advertise to customers below 18th years old?	No problem. Simply segment customers that are within the age group that interests you.

Case 5

Save your budget & exclude channels with low- engagement.

Even when you have built an ideal customer segment that is hyper targeted, it is useful to get some insights on their engagement history in your chosen channel. For example, before activating a retargeting segment through programmatic you may find that part of your segment has very low engagement (click throughs) in programmatic ads. In this case, it might make sense to exclude this sub-segment from programmatic means and activate them in other channels with better affinity.

Challenge	Solution
Sending campaigns to the channels that your segment does not engage much.	Check engagement level for various channels in the insights and choose the ones that your customers engage with the most.

Summary and takeaways for various teams

Let’s begin with stating the most important point that super powers CDP give you and your marketing teams are mostly coming from unifying various data from multiple data sources, on top of it being possible to stitch together into complete customer profiles with unified taxonomy.

Thanks to those it is far much easier to be sure that you target the right customers, as you simply have a better picture of who they are.

For campaign manager

Set up your campaign objectives and see how you can optimize campaigns in the best way, which groups you have to exclude and which you could/ should to optimize the results.

You can always check out your attributes in the Data tab/ Attribute tab and check which data is available for your customers.

For IT/ legal teams

It is possible to set attributes within Meiro CDP for your customers that will make compliance with various security regulations, statutory regulations possible and simple. It will save your team's time and make it possible to set segments within a few clicks. Contact the Meiro team if you have further questions.