Targeting banner campaigns

Overview

Targeting decides which recipients see each banner. Plan your segments first, then choose a targeting method. You can target in a campaign, on the Targeting page, with group targets, or with data from your CRM.

Planning your segments

Segment your targeting in two ways: by who sends the email, or by who receives it.

Internal targeting · by sender

• Customer Success shares onboarding or support resources.
• Sales highlights offers or product demos.
• Marketing promotes webinars, ebooks, or events.

Recipient targeting · by recipient

• Event attendees get follow-up content.
• High-value accounts get tailored messages for account-based marketing (ABM).

Choosing a targeting method

Method	Use it for	Set it up
By employee	Internal banners for your own employees	In a campaign
By domain	ABM, such as a top account, or a podcast guest with their episode’s banner	Targeting page or a campaign
By recipient	ABM, such as specific members of a buying committee	Targeting page or a campaign
By department	Content based on the sender, not the recipient, such as Sales, CS, or Marketing	Group targets
By persona	A job title, department, language, and more, when you sell to several personas	CRM data
By lifecycle stage	Any custom stage or criteria, such as Nurture, Working, Customer, or an NPS score of 0–30	CRM data
By list	A CRM list, such as event leads, sponsors, or ABM accounts	CRM data
By industry	Messaging for each industry you sell to	CRM data

Targeting in a campaign

Each campaign has a Targeting step, where you list the email addresses (Recipient-based) and domains (Domain-based) that see its banner. In a new campaign, it is the last step of the New Campaign window. In an existing campaign, it is at the bottom of the edit page.

1. In the navigation pane, select Marketing > Campaigns.
2. Create a campaign, or edit an existing one.
3. In Targeting, click Add Email to add email addresses, or Add Domain to add domains.

Open Campaigns · Marketing > Campaigns

The Targeting step · Add Email or Add Domain

To reach your own employees, add their email addresses or your company’s domain. Internal banners work well for:

• New updates, such as product launches, campaigns, or a new blog post
• Upcoming events, such as webinars, conferences, or holiday parties
• Satisfaction surveys
• Company culture, such as promotions, new babies, or birthdays
• HR announcements

Targeting on the Targeting page

The Domains and Recipients tabs on the Targeting page hold the domains and recipients that you target. Each entry links to campaigns, tags, or both.

Adding a domain

1. In the navigation pane, select Marketing > Targeting.
2. Select the Domains tab, then click Add Domain.
3. In Domain, enter a valid domain. The short and the full form both work, for example opensense.com or www.opensense.com.
4. Select Campaigns, Tags, or both. Each entry needs at least one campaign or one tag. If you add a tag, you can add the same tag to a campaign’s banner instead of selecting the campaign here.
5. Click Update.

Open Targeting · Marketing > Targeting

Domains tab · Click Add Domain

Add Domain · Domain, then campaigns or tags

To edit or delete a domain, click the actions menu (⋮) on its row. To export all domains, click the download button above the list.

Adding a recipient

1. In the navigation pane, select Marketing > Targeting.
2. Select the Recipients tab, then click Add Recipient.
3. In Recipient, enter a valid email address.
4. Select Campaigns, Tags, or both. Each entry needs at least one campaign or one tag. If you add a tag, you can add the same tag to a campaign’s banner instead of selecting the campaign here.
5. Click Update.

Open Targeting · Marketing > Targeting

Recipients tab · Click Add Recipient

Add Recipient · Email, then campaigns or tags

To edit or delete a recipient, click the actions menu (⋮) on its row. To export all recipients, click the download button above the list. To see a recipient’s details, such as title, company, and industry, hover over their name.

Previewing your targeting

1. On the Targeting page, select the Preview tab.
2. Enter the Sender and Recipient email addresses, then click Preview.

The preview shows the banner that the recipient gets, with the type of match and the tags and campaigns that apply.

CRM and marketing automation rules come first

If you have an integration set up, Opensense checks your CRM or marketing platform automations first, then the recipient and domain targeting in Opensense. The automations take priority for the same contacts. If you target a recipient or domain in Opensense, turn off any automations for those contacts.

Targeting by department

Department targeting divides the senders in your organization into groups, such as Marketing, Customer Success, or Sales. Use it to show campaigns that fit each department’s recipients, for example customer banners from Customer Success and awareness content from Sales. To set it up, see Setting up group targets for campaigns.

Targeting by persona, lifecycle stage, list, or industry

This method suits marketing teams that want to control targeting without help from system administrators or IT. Use Liquid templates to add targeting parameters directly in the email signature, with any data from your CRM or marketing automation platform. See Targeting with CRM or marketing automation platforms.

What’s next

• Setting up group targets for campaigns: target banners by sender group.
• Targeting with CRM or marketing automation platforms: connect your CRM through Zapier.
• Creating a banner campaign: set up a campaign and its targeting.