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Creating and improving dynamic content in Spektrix using Audience Spectrum

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Audience Spectrum Enhancement in Spektrix

As a Spektrix Partner, we have developed a series of four articles about the Audience Spectrum enhancement in Spektrix. This content is designed to support Spektrix users with the enhancement and Audience Spectrum - the UK’s most widely used arts and culture engagement-focused segmentation system.  

Since Audience Spectrum was launched by The Audience Agency (TAA) in 2015, arts organisations of all types and sizes have used it to support them in tailoring and personalising content creation both for their current audiences, and potential new audiences in their catchement area.

Personalising your message to your audiences and stakeholders has never been more important. Experimenting with dynamic content in Dotdigital using the Audience Spectrum enhancement in Spektrix as a key supporting resource could be an ideal way to personalise your messaging, and ultimately get more from your mailing. For a wider overview of mailing, please see Using Audience Spectrum strategically as a customer attribute in Spektrix in this content series.

Dynamic content using Audience Spectrum in Dotdigital

Dynamic content lets you use your data in Spektrix to display different versions of the same email to different customers. It is powered by Custom fields in Dotdigital, which are synced automatically with data from Spektrix.

Dynamic content can also be used to tailor different versions of the same newsletter based on the customer Audience Spectrum segment and/or sub segment type, alongside other attributes such as artform, frequency, member status etc.

Using Audience Spectrum strategically as a customer attribute in Spektrix provided an overview of mailing and this guide within the Spektrix Support Centre explains an overview of how to set up Dynamic content.

Define Email Content Strategies using Audience Spectrum

Audience Spectrum is a key tool, specific to the cultural sector, for tailoring and personalising content and communications. The guide below outlines a process for using Audience Spectrum within dynamic content creation in Dotdigital.

  1. We recommend starting this process by setting your objectives for the campaign and ensuring you understand which of the key segments in your audience you plan to focus on. For example, if you are looking to launch the next pantomime, what were the main segments listed booked for last year's pantomime?

    Your Spektrix reports (see How to get started with applying Audience Spectrum attributes to your Spektrix reports) or Audience Answers dashboard could help you understand this data. 

  2. Once your objectives are set, explore the key characteristics and behaviours associated with each target Audience Spectrum segment, and develop email content strategies tailored to each. You might also want to consider grouping specific segments where there is motivation crossover, e.g., those segments where the needs of the family take precedence, Trips and Treats, Frontline Families, and Dormitory Dependables (D1). Consider their interests, values, and motivations when crafting the messaging, offers, and visuals for each segment. If you’re stuck for content or offer ideas for your subsegments, here are some examples to get you started:

    Now you have the insight you need, you can design and create email campaigns specific to each of the Audience Spectrum segments you are looking to target with this campaign i.e., Frontline Families email, Experience Seekers email, All other Patrons Email. Tailor the content, visuals, and offers to align with the preferences and characteristics of each segment you are aiming for.

  3. 3. To personalise your content, start with the subject lines, following onto the body of content, CTAs (Call to Action), and images which speak to the segments motivations, preferences and values. Aim to target at least two segments directly, but if you have the capacity, breaking the segments down further and allowing for even more personalisation can only benefit your campaign.

Reviewing and evaluating your results

Once you’ve implemented your first campaign, it’s worth reporting on the results of your mailing to gauge its effectiveness and to gain insights to support your future activities.

Additionally, why not run a report on your mailings of different newsletter versions to monitor customer open, click, and conversion rates? The Dotdigital overview page can provide valuable insights that you can cross-reference with your Spektrix sales reports.

Our team can support you further in this process if you need assistance, get in touch at workwithus@theaudienceagency.org

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