James Qualtrough
Jan 6, 2018 · 5 min read

Fully automating your email marketing with RSS feeds can be a huge time saver. Good in itself, but with FlipRSS you can go one step further.

The tool’s advanced features allow you to personalise the experience for each individual subscriber, and this is rocket fuel for subscriber engagement. Give your subscribers what they want and you will be rewarded!

For example, subscribers to a recruitment company may want to receive the latest jobs, but only in the industry that interests them. Homeowners may want to see the latest houses for sale from a Real Estate site, but only in locations they are interested in. FlipRSS gives site owners, content creators and curators the opportunity of delivering automated newsletters with a high level of customization.

This is a guide to setting up personalised email campaigns in Mailchimp and Campaign Monitor with FlipRSS.

How to set up personalised email content

FlipRSS uses multiple RSS Feeds to provide the content for newsletters. By allowing subscribers to choose which content feeds they are interested in when they subscribe — you are able to provide them with a fully automated and personalised email experience.

How you do this differs slightly depending on whether you use Mailchimp or Campaign Monitor. In Mailchimp you’ll use Groups functionality and in Campaign Monitor you’ll use their segment feature.

Using Groups for Personalised Email Marketing in Mailchimp

Within Mailchimp you’ll want to set up your account so it can record your subscriber preferences. To do this you’ll want to add Groups to your List. The Groups you set up can then be included in your sign up forms for subscribers to check as they sign up for your mailing list.

To set up groups in Mailchimp:

1. Go to your Lists page and select the list you want to add subscriber options to

2. Click on the ‘Manage contacts’ option and select ‘Groups’

3. Click ‘Create Groups’ and add in your ‘Group category’ (ie Job Industry, Blog Category, Topic etc) then enter the options you want to give people to subscribe to in the ‘Groupnames’ section

4. Save the group and you’re done

All you need to do now is include the group options on your sign up form. When people sign up they will now be able to tell you what you are interested in.

If you use a standard Mailchimp sign up form you can edit this by going to your list and clicking on the ‘Signup forms’ option. It should have added the group options to your form automatically — you may just need to grab the new embed code if you already have this on your website.

Using Segments for Personalised Email Marketing in Campaign Monitor

In Campaign Monitor you’ll want to set up custom fields for the interest groups and then use segments to allow FlipRSS to conditionally send content.

To set up custom fields in Campaign Monitor:

1. Go to the Lists & Subscribers page and select the list you want

2. Click the ‘Custom fields’ option on the right hand side

3. Give your segment a name (ie Job Industry, Blog Category, Topic etc) and select the ‘Multiple Options (can select many)’ option under ‘Data Type’.

4. You can now add the options you want to give people to subscribe to in the ‘labels’ section

5. Save this and you’re ready to create your segments

To set up segments in Campaign Monitor:

1. Go to the Lists & Subscribers page and select the list you want to add subscriber options to

2. Click the ‘Segments’ option on the right hand side

3. Click ‘Create a new segment’ and you’ll get to create rules

4. When you click on the drop down ‘Define a rule based on…’ you’ll see the custom field name you created in the step above appear below the heading ‘Custom fields’. Select this.

5. You should make the rule ‘matches exactly’ and select the option in the final column to match your new segment name.

6. You’ll need to create a segment for each of the options you want to give subscribers

All you need to do now is include the group options on your sign up form. When people sign up they will now be able to tell you what you are interested in.

To get the sign up form with the new options, go to the Lists & Subscribers page and select the list you want. Click the ‘Sign up forms’ option on the right hand side. Here you’ll be able to customize a form depending on where you will be hosting it.

Setting up your multi-RSS email campaign in FlipRSS

Now your subscribers are able to tell you exactly what they want to receive. This is hugely powerful and you can deliver on this with a fully automated newsletter campaign. There is no on-going time required to manage these campaigns beyond the initial set up. FlipRSS takes care of everything.

Setting feeds up based on subscriber preferences within FlipRSS

Go through the usual campaign set up as you would for a standard multi-RSS email campaign in FlipRSS. When you get to add RSS feeds, you can select for these to be shown conditionally based on your subscribers’ preferences.

1. On the ‘Add RSS Feeds’ tab within the FlipRSS campaign set up give your feed a name and paste in the feed URL as normal.

2. Uncheck the option that says “Include this feed for all subscribers?” This will reveal advanced options for showing the feed based on the conditions you set.

3. Select the option “Specify a segment/group name” you will see a drop down box appear.

4. Click on the drop down to reveal the Groups or Segments you have set up in your Mailchimp or Campaign Monitor account pre-populated.

5. Select the option that relates to the feed you are adding.

6. Save and add another feed

That’s it; just add a feed for each of your subscription options and set the conditions. You can now schedule this to send daily, weekly, monthly or send it manually on a specific date.

Further settings are available to customise the delivery of content to your email subscribers. You can change the number of posts appearing for each feed, whether you display images or not and whether you only display posts since the last newsletter or show the latest posts regardless of if they’ve been displayed before.

This level of customisation and personalisation has proven itself to be extremely powerful.

Rocket Fuel for email marketing

Detailed analysis has shown the impact of delivering personalised content feeds for subscribers is not just on engagement and open rates but in on-site conversions. Working with a client in the recruitment sector, we analysed 12 months of data from their FlipRSS driven email campaigns. The impact of the solution was instant from the day it was introduced and produced a consistent increase in open rate and click through rate for their newsletter. Click through rate is consistently between 500% and 750% above industry average and directs email subscribers to relevant content on their site. As a result, email marketing has become one of their biggest refers of conversions on their website, ahead of all paid and organic social traffic.

And the best thing from the client’s perspective is they haven’t had to do anything beyond their initial set up.

FlipRSS

Automate multiple RSS feeds in your email newsletters

James Qualtrough

Written by

Founder at 572 Digital

FlipRSS

FlipRSS

Automate multiple RSS feeds in your email newsletters

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