Get Started With Targeting Audience Groups

Separating your contacts into audience groups is essential for targeted marketing. This topic provides sample audience groups and suggests the best way to sort the contacts for each group in Bronto.

To determine which audience groups you should target, evaluate your contact data and opt-in preferences. You can then separate your contacts into common and specific audience groups accordingly.
Note: Audience groups should only consist of contacts who are opted-in to receive marketing messages.

For more information about contact sorting methods, see the Organize section.

Common Audience Groups

The following chart explains common audience groups and suggests how to sort the corresponding contacts in Bronto:

Audience Group Description Additional Information Sort Method in Bronto
Engaged Purchasers Contacts who have recently opted-in to receive marketing messages (or interacted with emails) and have completed a transaction on your e-commerce site. These contacts show the greatest return on investment. They are likely to make a repeat purchase. Segment
Engaged Non-Purchasers Contacts who have recently opted-in to receive marketing messages (or interacted with emails) but have never made a purchase. These contacts may need additional motivation, for example coupons, before they make their first purchase. They should be the focus of your marketing efforts. Segment
Non-Engaged Purchasers Contacts who have made a purchase in the past, but have not interacted with a message (opened/clicked) within a specific time frame. These contacts may be seasonal purchasers or may have lost track of your emails. The opportunity to convert these contacts may be closing. Segment
Non-Engaged Non-Purchasers Contacts who have never made a purchase and have not interacted with a message (opened/clicked) within a specific time frame. These contacts are likely to show little return on investment. You may need a specific strategy to convert them. However, be advised that these contacts can negatively impact your inbox placement with key email domains. Use care when conducting marketing efforts. Segment

Email tracking abilities in Bronto let you easily split your contacts into Engaged and Non-Engaged groups. Separating your Non-Engaged contacts can improve deliverability and inbox placement with many email providers.

If Bronto is integrated with your e-commerce site, or if you are regularly importing orders to Bronto through Data Loader or a SOAP API integration, you can split your contacts into Purchasers and Non-Purchasers groups. These groupings can help you identify the potential value of your contacts.

Specific Audience Groups

The following chart explains specific audience groups and suggests how to sort the corresponding contacts in Bronto:

Audience Group Description Sort Method in Bronto
VIP Purchasers Contacts who have accumulated a large amount of transactions. Segment
Product Category Purchasers Contacts who have purchased an item from a specific category. Segment
Seasonal Purchasers Contacts who have purchased during a specific time period or event. Segment
Lapsed Purchasers Contacts who have not made a recent purchase. Segment
Location Contacts who have recently made a purchase from a specific location or who meet GeoIP criteria that you set in Bronto. Segment
Demographics Contacts who meet certain demographic criteria that you set in Bronto. Segment
Source Contacts who were added to Bronto during a specific event or promotion. List