The Marketing+ menu includes important features that allow you to use more advanced filters when segmenting subscribers, automatically send messages when certain events occur (e.g. someone's birthday), create forms that can be used to update subscriber information, and store up to 39 different pieces of information in your subscriber database (39 customizable fields).
Create customized, hosted forms to ask your customers to update their profile. For example, ask your recipients to add their birthday to their profile in order to receive a special offer on that day.
Automatically send email series (Workflows) or single messages (Tasks) based on when a certain event occurs. For example, send a special discount to a customer on their birthday, or a coupon 30 days after the latest purchase.
Groups, filters, and triggered messages
Sometimes there can be a bit of confusion when it comes to using groups, filters, and triggered messages (automated messages). Here is a hands-on overview that might help further clarify things:
- Filters allow you to isolate recipients based on the criteria indicated in the filter. They can be used in advanced searches, dynamic content, triggered messages, and when setting up a mailing. If you wish to capture a "snapshot" of who recipients that match a certain filter are at a certain time, then you can use a filter in the advanced search page, and then copy the results into a Group.
- Groups are a "static" segment of recipients. They are great for isolating recipients based on a certain import task, for example. Filters - when used in a search - return an up-do-date list of recipients that match the filter criteria. Groups, instead, include the recipients that have beed added to them or removed from them. In other words, filters isolate recipients at the time they are used, whereas Groups represent a segment created at a specific point in time.
- Tasks check to see if certain criteria are true at the time the triggered message is "run". The criteria can be expressed by a filter. When a triggered message is sent, recipients of that message can be automatically copied into a group. Please note that - at this time (August 2013) - recipients of a triggered message cannot be automatically moved to a group based on their behavior when receiving the message (i.e. you cannot move a recipient of a triggered message into a group automatically based on whether they open or click).