We are glad to announce one of the most significant updates we had been looking to bring in our product—Topic Management, a setting that
helps you improve subscriber satisfaction by letting them choose what they want to see in their inbox.
So far, your subscribers would have been setting up their email preferences by choosing the mailing lists that they want to join. But, your subscribers would be more likely to engage with you when you display a name that curates their interest rather than showing your mailing lists' names that you have given for your own reference. This way it gets easier for the subscribers to understand what they would receive from you.
With Topic Management, your subscribers will get to see the different areas/subjects you have for them and they can choose the ones they are interested in.
How does it affect your current setting?
Once you have customized the topics and made them live, your previous setting, i.e., displaying mailing lists' names under subscriber preferences, would automatically be replaced with topics. From then on, whenever a subscriber clicks the unsubscribe link in their future and previous emails, they will see your Topics as their preferences.
The subjects you offer are what we are referring to as Topics. You can group mailing lists of similar types under topics so your subscribers will receive the most relevant content in their emails. Refer to the screenshot below that shows different topics under a brand.
Topic Management is going to be the best way to tailor your email marketing to meet your subscribers' preferences and reduce the number of unsubscribes in your mailing lists.
How does it work?
Based on the type of your business, you can choose one of the two hierarchy types we have for you.
If you are a business that just offers one service and you want to send newsletters, promotions, and updates to your subscribers representing your brand, you can go for Brand-Topic hierarchy type. The screenshot shown above is a simple example for this type.
If your organization offers different products/services and you want to send out email updates specific to each product, then Brand-Product-Topic would be your hierarchy type. In this case, you will have to first include the different types of products you provide under your brand and then have topics, that comprises mailing lists of the same type, under each product.
Brand-Product-Topic gets things a lot easier for businesses that have a wide range of products as it helps them create topics based on products. Apart from this, you can also have a brand topic where you put topics that represent the entire organization. This is just similar to the previous type discussed above. For example, mailing lists on annual event/conference announcements, seasonal offers on all products, and other general updates can be grouped into topics under your brand while product-wise topics can go under each product as discussed above. Here's an image of how it would look once you are done with the setup.
Each topic requires you to set a distinct primary list to which your subscribers will be automatically added when they join that topic. Later, you can add these new subscribers to other mailing lists manually. For example, subscribers who sign up to a specific topic, say 'Weekly Newsletters', will be initially added to the primary mailing list of that topic. In the case that you want to redistribute them into mailing lists specific to each country, you can do it with workflows or by manually adding them.
Also, whenever a subscriber unsubscribes from a specific topic, they will be removed from all the mailing lists you have under that topic.
How does it work for different email marketing types?
Topic Management is available in all the three types of email marketing that Zoho Campaigns provides—Permission-based email marketing, Consent-based email marketing, and GDPR-compliant email marketing. Topics you have created won't be affected even if you switch from one email marketing type to another.
If you are under GDPR-compliant email marketing, you will have to set a primary mailing list for each purpose you create, apart from selecting the data-processing basis. The purposes you have created are nothing but your topics so you can choose the purposes that you want to have as topics and activate the setting. In case you are under Permission-based or Consent-based email marketing and are sending a consent email, you will have to send the consent email for each topic.
In case you have any questions, please post them as comments below. Looking forward to your feedback on the update!