GROUPS!

You got’em, I got’em, but what are they used for?

Some software calls them Categories, others call them lists.  We call them Groups and every Real Web Solutions account includes the ability to create them and assign contacts to them. But what is the purpose of using groups? Isn’t it just another way of micromanaging your contact database while avoiding actually selling? Well, if used properly, Groups actually help you to spend less time in your database and more time marketing to the right people. Today, we are taking a look at some ways to make the most of grouping your contacts!

First and foremost, there are two types of groups: Static and Dynamic.

Static Groups are a fixed group, meaning that a contact is associated with this group either manually or by way of completing a form that has been associated with this group. 

Dynamic Groups are a little more complex than Static Groups.  Dynamic groups allow you to create a group defined by up to three contact variables. Contacts meeting the defined criteria will be automatically included in this group, so there is no need for manually assigning contacts to groups. This can be very useful when set up properly, as it is a time-saver and helps you filter your contacts more thoroughly. For example, suppose you want to search your contacts for anyone in a specific area, so you call the Dynamic Group “M4K”.  You could set up a variable of “Postal Code” “Starts With”  M4Kand anyone with a postal code beginning with M4K will automatically be included in this group. You could then add a second variable such as a “Street Name” includes (“Partial Match”) Danforth. Now only those contacts that have the postal code beginning with M4K and have Danforth in their address field will be included in this group.  Then you can even add a third filter which may be “Contact Type” has an “Exact Match” to Client.  In this case, you will only be including past clients on the Danforth in the M4K postal area. 

The great thing about this is that it automatically updates its member base.  For example, if you have a prospect on The Danforth in the M4K postal area, who became a client today and you change their Contact Type from Prospect to Client, they would automatically be included in the “M4K” Dynamic Group.

Take a look at the Dynamic Group that was created based on the aforementioned criteria:
(Click on the thumbnail to view a larger version)

So now that we’re done with the basics, let’s look at some uses for both Static and Dynamic Groups.

Static Groups are best used for simple grouping needs particularly where the criteria cannot be found in a contact field, such as:

•  [the above example positions this better as dynamic] [again, dynamic is better as there is a field for Contact Source]Member of your networking group(s)
• Fans of a specific sport, type of music or other talking point
• Industry/type of business
• Provided Testimonial
  

Dynamic Groups are most useful for

• Mass E-mail Lists: Anyone who has an e-mail address in your database can be included in your mass e-mails by setting up a Variable of “E-mail Address” with Match Type: Does Not Equal and the Match Value left blank
• Drip Campaigns: Base emails on specific criteria, such as a geographic area. Set up Variables such as Postal Code, Address, or City.
• Cold Call Campaigns: Set up Variables such as Primary Phone Number, Cell Phone and/or Business Phone with the Match Type: Start With, Match Value (e.g. 905)
• Kid Friendly Home Buyers: Have a new listing near a school? Setting up the Variable “Number of Children” with the Match Type: Greater Than and the Match Value: 0 can help you quickly contact appropriate prospects about that 3 bedroom on a cul-de-sac.

Check out examples of the Dynamic Groups mentioned in this article:
(Click on any thumbnail to view a larger version)

Authored By: Bryan Coughlin, Client Relations