Consumers today are ever-more sophisticated and demand personalization when it comes to how they live their lives, especially when it comes to technology. Whether it may be setting email alerts about specific brand sales or getting reminded when your favorite show is premiering, personalizing the user experience allows brands to build closer relationships with their customers and gain valuable insights based on the learnings they uncover. At CalReply, we personalize content through tagging.
What is a “tag”?
A tag is a label that is assigned to a series of related events. Examples include teams, countries, TV shows, movies or sports. However, tags can also be more content based:
Retail Tags: Men’s Apparel Sales, Shoe Sales, Women’s Sales, Fall/Spring Collection
Travel Tags: Carribbean Vacation Alerts, European Excursions Alerts, Cruise Discounts, Couples Retreats
Sweepstakes Tags: Electronics, Office, Home, Leisure
Sports Tags: Game Reminders Only, Post-Game Recaps, Player Spotlights, Pre-Game Details
With tags, users are able to subscribe to specific topics/calendars to receive the content that they care about most.
The value of tagging:
Tagging through CalReply not only gives your brand insight into user experiences that are content targeted, but also allows you to diversify the type of content you want to deliver. One of our goals for 2019 is to have our clients think about events beyond a singular moment in time. By leveraging tagging and looking at events through a content lense, you can drive action and monetize the calendar event itself (i.e include relevant trackable links directing to a sales offer, a streaming link, a sign up etc). Additionally, content targeting creates a personalized experience which builds even-more stickiness around your brand.
How to build a tag:
Tags can be easily added to a calendar from within the Merchant Center by following the instructions below:
Select a calendar
Click into “Calendar Info” and select the second tab titled “Tags”
Click “Add Tag” to create your first tag
Each tag requires a name
Tags should have logos. The spec is 358x200px
Toggling on “Default” tag will pre-select a tag when a user lands on the tag selection page in the subscription journey. We normally recommend applying the default tag to an “All” events tag.
You can add as many tags as you like, but we recommend 10-15 max
Tags can be rearranged in alphabetical order by using the navigation icon
Tags can be renamed at any point
How to append a tag to an event:
Once your tags have been added, the next step is to apply the tags to the corresponding events.
Click into an event using the edit icon
Select “Event Tags”
Select the tag the corresponds to the event
If you would like to append tags in mass, using our Event Upload Document: Create all tags first, then download the sample event file, and match the corresponding tag to the event via Excel prior to upload. Otherwise, all will have to be done manually after upload.
*Once all events have been “tagged” and you have saved + published - it is important to not delete tags. At that point, it is possible that subscribers will be appended to certain tags, and by deleting a tag, you will in turn also delete a subscriber record.
Styling the tag:
After tag creation + event affiliation is complete, you can style the tag selection page in the “Styling” section of the navigation. Here you can customize verbiage, enable multi-tag selection, and the ability to display tags as logos, opposed to a list. Once adjustments have been made, saved + published - the tags will appear as selectable in the second phase of the subscription journey.
Tag Segmentation & Reporting
A benefit of tagging beyond personalization is the data available on subscriber preference. In addition to data attributes such as email and device, we also collect a subscriber’s tag selection via CSV. Through pulling this report, you have the opportunity for you to take a deeper look into the preferences made by your audience and gather insights on what tag selections are most performing compared to others. This data can then be exported, segmented, and used for retargeting opportunities.
Content targeting through CalReply tagging ultimately takes calendar notifications to the next level. In a time where consumers are overwhelmed with a concentrated amount of relevant offers and content, you have the opportunity to tap into their world even deeper via the calendar, ensuring a brand affinity that is unparalleled.
This article was originally published in our June 2019 newsletter.