Group Your Messaging Contacts by Campaign Goals
TL;DR:
- Group contacts based on what you want each campaign to achieve (loyalty, new leads, reminders)
- Customise your message tone, timing, and call-to-action for each group
- Use automation to tag and segment contacts without manual work
- Send tailored welcome messages to new subscribers and exclusive offers to VIPs
- Monitor which message types work best for each group and adjust accordingly
Grouping your messaging contacts by campaign goals makes each message hit harder. Instead of sending the same generic message to everyone, you can speak directly to what each group actually needs.
When you segment contacts based on specific campaign objectives like building loyalty, generating leads, or sending reminders, your messages become relevant. Relevant messages get opened, read, and acted on.
Why Campaign-Based Grouping Works
Think about the difference between a new subscriber and someone who's bought from you five times. They need completely different messages.
Your new subscriber wants to know what you're about and maybe needs a gentle nudge with a first-purchase discount. Your repeat customer wants to feel valued with early access to sales or exclusive content.
Here's how to break down your groups:
New Sign-Ups
Send a proper welcome message that sets expectations. Include a small discount or free resource to get them engaged from day one.
Loyal Customers
These are your bread and butter. Give them loyalty bonuses, sneak peeks of new products, or exclusive content they can't get anywhere else.
Leads Who Haven't Converted
Focus on providing value and addressing common objections. Share customer stories, highlight benefits, or offer limited-time incentives.
Event or Renewal Reminders
Keep these messages short and action-focused. Include all the key details and make it easy to take the next step.
The key is matching your message to where each person sits in their relationship with your business.
Setting Up Automated Grouping
Most messaging platforms let you automate this process so you're not manually sorting contacts all day.
Start by defining clear criteria for each group. This might be based on purchase history, signup date, engagement levels, or specific actions they've taken on your website.
Use your platform's tagging system to automatically sort new contacts as they come in. Someone who downloads a lead magnet gets tagged as a lead. Someone who makes a purchase gets moved to the customer group.
Set up automated message flows for each group. Your new subscribers get the welcome series, your customers get the loyalty content, and your leads get the nurture sequence.
The automation handles the sorting and sending, but you still need to check in regularly. Look at your analytics to see which groups are responding best to which types of messages, then adjust your approach.
Making Each Message Count
Once your groups are set up, focus on crafting messages that speak directly to each audience.
Your tone should shift between groups. New subscribers might need more explanation and reassurance. Loyal customers can handle more casual, insider-type language.
Timing matters too. New subscribers might need a few days to settle in before you start promoting. Loyal customers might appreciate getting first dibs on sales before anyone else.
Your call-to-action should match what each group is ready for. Don't ask a brand-new subscriber to buy your premium package. Start with something smaller that builds trust.
FAQs
How do I decide which groups to create for my messaging campaigns?
Start with where people are in their customer journey. New subscribers, leads, first-time buyers, and repeat customers are good starting points. Add more specific groups as your list grows.
Can I move contacts between groups automatically?
Yes, most platforms let you set up triggers that move contacts based on their actions. When a lead makes a purchase, they automatically move from the leads group to the customers group.
How often should I review and update my contact groups?
Check your groups monthly to see if your criteria still make sense. As your business grows, you might need more specific groups or different messaging approaches.
Jargon Buster
Contact Groups: Collections of contacts organised by shared characteristics like purchase history or signup source.
Campaign Goals: The specific outcome you want from each messaging campaign, such as making sales, building loyalty, or getting event signups.
Automated Flows: Pre-written sequences of messages that send automatically based on triggers like signups or purchases.
Segmentation: The process of dividing your contact list into smaller, more targeted groups.
Wrap-up
Grouping your contacts by campaign goals transforms generic broadcasts into targeted conversations. Each group gets messages that match where they are and what they need from you.
Set up your groups based on clear criteria, use automation to keep them organised, and regularly check your results to see what's working. The right message to the right group at the right time is what turns messaging campaigns from annoying interruptions into welcome communications.
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