Email & Audience Insights

Subscriber Data Migration and Usage

Overview

Bringing your paid subscription data to the Second Street platform can create powerful business opportunities and efficiencies in terms of customer sales and outreach. As with any large data project, initial set-up requires some forethought. This document is aimed at helping you navigate how the data can be used, and how to plan for a successful integration with Second Street.

Subscription data can be used in one of three ways within Second Streets platform:

Note:  When using a Drip Campaign, an email can be triggered when a user is added to the audience or by a date associated with the user’s account. An example of a date associated with a user's account would be the user’s subscription end date.   

  • Email Body Token:  User data that will be dynamically pulled into an email via a token.

When determining what subscriber data needs to be mapped and imported from your subscription system, you should always keep the above information in mind.  The platform should not be considered a comprehensive database where you store all of your subscription data. It is an email and data segmentation platform that allows you to create and send subscriber emails.  If the data does not meet the above criteria, then it should not be utilized within the platform.

If a data field isn’t going to be used to trigger an email or be inserted as content in the email, we suggest not importing the field. By limiting the data to relevant fields only, the system will be much easier for you to manage going forward.

As part of the mapping process, separate (opt-in) audiences will be created within the platform to house your subscriber database.  This will allow you to keep your subscriber database separate from other email databases within the platform. This audience will be automatically updated with information from your subscription system on a regular basis. 

Note:  Depending on your subscription system, you may choose to create multiple subscriber (opt-in) audiences.  An example would be a separate subscriber (opt-in) audience for digital subscribers and a separate subscriber (opt-in) audience for print subscribers.

Audience Segmentation

Within the platform, you can segment your subscriber database by creating a Segmented audience.  This audience type allows you to create an audience by applying filters to target specific subscribers within your database.

Note:  Filters available for segmentation will be defined by subscriber data that has been mapped and imported.

Example

If you are looking to target active print subscribers.  You could create a Segmented Audience and filter the audience with the following custom form questions:

  • Subscriber (opt-in) audience
  • Subscription Type:  Print
  • Subscription Status:  Active

Email Trigger - Drip Campaign

Partners use Drip Campaigns to automatically send subscription type emails based on subscriber data.  This type of email campaign can be set-up to automatically send an email one of two ways

  • When a “new” user is added to an audience.
  • Based on a custom date associated with the user’s profile within the platform. 

Example Email: Subscription Ending

Audience:

  • Subscriber (opt-in) audience
  • Subscription Type: Print
  • Subscription Status: Inactive
  • End

Email Trigger:

  • Print End Date (Sends 7 days after Print End Date)

    subdata1

Email Body Token

Subscription data can be set-up to be used as a token to dynamically pull subscriber's data into the body of a generic email.

body1

Example Email: Subscription Ending

Audience:  

  • Subscriber (opt-in) audience
  • Subscription Type:  Print
  • Subscription Status:  Active

Token:

  • First Name:     
  • Print End Date: 

Email Trigger:

  • Print End Date (Sends 30 days before Print End Date)