The name sounds a bit abstract, but it’s really very simple: it’s simply a description given to a certain action.
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Every good EMS allows you to add additional information about individual subscribers through the use of what are often called “Tags” or sometimes “Custom Fields”. These are short descriptive labels that can be attached to an email address in your database.
It’s a very simple, but very powerful feature that gives us a lot of control over how we manage things. The Semantic Layer allows us to go from a single basic piece of data (an email address), into a complex profile about a person
consisting of specific actions they have (or haven’t) taken.
It’s in using this additional data that we can then segment and personalize the offers we send. Crucially, this data opens up new creative and targeted marketing opportunities that wouldn’t have been otherwise available.
Using an eCommerce example:
- Subscriber A ignores an email you sent about shoes but opened and clicked links in the past five emails sent about shirts.Also, Subscriber A appears to be interested in Shirt A, as he has a tag that shows he has visited that product several times in a single browsing session. There are also
2000 other subscribers who have been given this same tag over the past two weeks.
- We can then make more interesting strategic decisions with this data: Should we send a dedicated campaign to all the subscribers with this tag? Is this a trend for this specific product that we should double down on? Should we build an automated sequence to target all those new subscribers being added to this tag?
Without the Semantic Layer you can’t really get these insights - this information remains hidden inside the Black Box.
But more importantly, without this information, you can’t really do advanced email marketing automation at all.
Because not only does the Semantic Layer provide the data necessary to make strategic decisions — it also serves as the central switchboard for your automation. It’s what allows you to trigger and end sequences, segment and filter your subscribers, and generally ensure the right person is getting the right message at the right time.
This article will show you how to build that switchboard.
Read The Semantic Layer: Taking Cart Abandonment to the Next Level
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Matt
Symbios Growth Automation
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