BME provides you with many powerful tools, but there are a few best practices you should follow to ensure you get the most beneficial experience.
- Newsletter properties: If your users can subscribe to multiple newsletters, add attributes to their profile for each newsletter to which they’ve subscribed (fashion_newsletter=true , health_newsletter=false, decoration_newsletter=false, etc.). This makes it easier to segment users and keep lists up to date.
- Watch, Listen, Share, Comment activities: In some cases, tracking only “viewed” events won’t be sufficient. You may want to track other ways in which a user interacts with your content. We recommend taking advantage of any activity a user could take on your site. For example, if your content contains videos, you can fire a ‘watched video’ event (you can name it as “watch_video” or any other descriptive value). Whenever a user watches the video on that page, BME will receive a “watch_video” activity for that user. You can use the same logic for them when they listen to podcasts, share content on social media, comment on an article, or countless other activities.
- Sunsetting users: You may have heard this term before. In case you haven’t, sunsetting is the act of removing inactive subscribers over a period of time. Sunsetting policies are used in order to keep your domain’s reputation successful and increase the deliverability of your email campaigns. There is no reason to keep sending newsletters to users who have not opened the email in several months. Keeping unengaged users on your active list only increases the chance of being marked as spam by ESPs. We recommend customers sunset subscribers who haven’t opened an email in the last 90 days. As part of this process, you can also run a ‘Slipping Away’ campaign to try to regain the attention of those inactive users. If they continue to be unresponsive, you can remove them from the active list.
There are countless best practices and this article will be updated as we find better and smarter ways of utilizing our products and services. As always, if you have any questions or any ideas to make this documentation better, please don’t hesitate to contact [email protected].