5 Ways to Discover Key Data Fields for Email Marketing Segmentation
Posted by Drew Miller on February 9th, 2009
In my most recent post, Make Time for Segmentation, I emphasized the huge missed opportunities marketers allow by not properly segmenting their data for their email marketing campaigns.
But what if your data lacks the breadth and depth to even segment in the first place?
If your database consists solely of name and email address, you need not panic; identifying the right data fields for segmentation success is just a short brainstorming session away. Here are 5 things to consider:
1. Identify holes where your current data is lacking. The general rule is don’t ask for information that you aren’t going to use, so choose data fields that make the most sense for your business needs.
2. Select fields that would not only lend themselves well to email marketing segmentation, but would provide customers with highly-targeted, relevant content that provides a clear benefit.
3. Think about your current customer characteristics, noticeable purchasing trends and any other quantifiable data that can be utilized for segmentation purposes.
4. Treat each individual customer differently. The snowflake theory emphasizes that no two customers are alike, so approach your segmentation efforts with that frame of mind.
5. Envision a highly targeted email marketing campaign based on a number of specific data fields. Who would it be sent to? What would the offer be? What would it look like? Have a clear purpose in mind. Don’t just segment for the sake of segmenting.
By selecting data fields that are good fits for your business needs, you can further maximize the amazing ROI that Email Marketing consistently delivers.
Learn more about Email Segmentation:
Finding the Time for Email Marketing Segmentation
3 Simple Ways to Capture Data for Email Marketing Segmentation
[...] past blog posts I have addressed the need to make time for segmentation and how to identify key data fields that should be targeted for email marketing campaigns. The next logical step in this process is to [...]
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