Segmentation & automation

The right message. To the right people. Without anyone having to remember.

The most expensive part of marketing is rarely the campaign. It is the work before it: export, filter, sort in Excel, import again — and three days later the list is wrong once more.

Caymland M4 turns that around. You describe once who you mean and what should happen. From then on the system does the work, every day, for every single contact.

Audiences that live

A segment here is not a frozen list, it is a description. "Everyone who bought in the last quarter and lives in German-speaking Switzerland." Whoever newly belongs joins automatically. Whoever no longer fits drops out.

And you describe not only who someone is, but what they have done:

• Core data and custom fields: town, language, customer number, subscription type, vehicle class, membership. Everything you record can be filtered on.
• Behaviour: emails opened, links clicked, pages visited, forms submitted, documents downloaded.
• Maturity: score, stage in the sales process, last activity, campaign membership.
• Origin: which campaign, which advert, which link or which import brought someone to you.
• Technology and context: device, operating system, region, language.
• Permission: whom you are allowed to contact on which channel in the first place.

All of it combinable, with AND and OR, without a single line of code. For special cases, experienced users can add their own database conditions on top, without that turning into a development project.

You segment companies exactly as you segment people. Which accounts are moving right now? Where has it been quiet for six months?

You watch a segment being built

Large segments across millions of contacts need computing time. In Caymland M4 you see how far the build has got, instead of staring at an empty screen. You also see how many contacts joined dynamically and how many were removed by hand, and in which campaigns, emails and reports a segment is used at all. Before you delete one, you know what hangs off it.

Automation that does more than "if A, then B"

Automation in Caymland M4 is not limited to email sequences. The system can react to events and change your whole data set while doing so:

• Set and update fields
• Add or remove tags and categories
• Award points, separately by topic if you wish
• Change stages
• Assign contacts to a company, or change who is accountable
• Hand data over to third-party systems
• Raise tasks and notifications for your team
• Send messages over every connected channel

And all of it on a schedule: immediately, after three days, weekdays only, only between 9 and 17, or on a date relative to a field in the contact profile — 14 days before a contract runs out, say.

Scoring that sets priorities

Not every contact needs attention immediately. Caymland M4 helps you find the order:

• Points accumulate automatically when someone does something relevant. You define what counts for how much.
• Points by topic instead of a single figure. Interest in product line A, interest in product line B, proximity to a decision. One score on its own says too little.
• Stages mirror your process and change by themselves as soon as the conditions are right.
• Everything is logged. You can always retrace why a contact has 84 points and not 12.

Recurring jobs simply run alongside

Beside the contact-driven sequences there are scheduled routines for everything that has to happen regularly: data syncs, clean-ups, evaluations, imports. These routines run to a schedule, log every run and speak up when something is wrong.

That is the unspectacular part of automation, but it is the part that saves you hours week after week.

What this looks like day to day

The welcome sequence. Whoever signs up for the newsletter gets a confirmation, three days later the first piece of substance, and after that the content matching the topic they actually clicked on. Whoever opens nothing gets a different opening after two weeks, rather than the same message again.

The reactivation. A segment collects every customer who has not bought for twelve months and has not opened an email for six. The sequence sends an offer, waits, checks the reaction and hands over to sales directly where there is interest. Whoever stays quiet is taken out, instead of weighing down your deliverability.

The contract renewal. 60 days before expiry, a sequence of email, letter and a call task for the account owner starts automatically. Whoever renews drops out of the sequence at once.