Marketer's space - Topic Management
In the previous post, we discussed the importance of managing your contacts' email preferences and the methods that can be used in Zoho Campaigns. Today, let's explore how Topic Management can help with this.
Topic Management is a method that helps you improve your contacts' satisfaction by giving them the power to choose what they want to see in their inbox. Once you customize the topics and enable them, the previous setting (Contact Preference)—i.e. displaying the internal name you gave the public mailing lists—will automatically be replaced with topics. From then on, whenever a contact clicks the unsubscribe/update profile link in their upcoming or previous emails, they will see a list of your topics where they can update their preferences.
How does Topic Management work?
Based on your business, you can choose one of the two types of hierarchies that Zoho Campaigns offers:
Brand-Topic
If your business offers one product/service and you want to send newsletters, promotions, and updates to your contacts related to your brand/organization, you can opt for the Brand-Topic type.
Brand-Product-Topic
If your organization offers multiple products/services and you want to send emails specific to each, choose Brand-Product-Topic. In this case, you'll have to first include the different types of products/services your brand offers and then have topics under each.
This hierarchy makes things a lot easier for businesses that have a wide range of products/services as it helps them create product-based topics. Besides this, you can also add topics that represent the entire brand/organization. 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-specific topics can go under each product.
Each topic requires you to set a unique primary list to which your contacts will be automatically added when they join that topic. Later, you can move these new contacts to other mailing lists either manually or using workflows.
For example, contacts 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 contact unsubscribes from a specific topic, they will be removed from all the mailing lists that are associated under that topic.
Best Regards,
Jay
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