3 Simple Ways to Capture Data for Email Marketing Segmentation
Posted by Drew Miller on February 24th, 2009
In 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 actually capture the data you want to use. This is probably the most challenging effort for Marketers as it requires a delicate balance of customer time considerations, required effort and ensuring trust. With that in mind, here are just a few ways to capture data to enhance your segmentation efforts:
1. Email Capture Form: This is the most obvious place to gather rich data on your customers, but be cognizant of asking for too much information up front. Instead, consider a two part sign-up process where only the email address is collected on the actual form, and additional data is captured on the redirect page. Explain the benefits of providing additional information and consider “why are we asking for this?” statements to explain your purpose for collecting specific information.
2. Email Profile/Preference Centers: Most Email Marketers provide a link to a Profile/Preference Center so their customers can easily update information about themselves. Unfortunately, this link is probably buried in the footer with all the other typical CAN-SPAM compliance verbiage. A more ambitious approach would be to use a bold CTA that appears in the preview pane viewing area. Here is a great example from Gap found on The Retail Email Blog:
3. Dedicated Email Campaign: Using a dedicated message to encourage customers to update their information is a powerful way to capture more data. By focusing your message solely on preferences, you can zero in on one specific objective. It is important to clearly explain the benefits of updating preferences, and keeping the design elements simplistic and easy to read. I like this example from Sam’s Club also found on The Retail Email Blog:
Another consideration is to incentivize your offer. Customers are much more likely to click on your link and update preferences if there is something in it for them. Sweepstakes, giveaways and coupons are great ways to entice your customers to take action.
By using a strategic approach to collect more data on your customers, you are setting the table for a more relevant conversation with them.
Learn more about Email Segmentation:
Finding the Time for Email Marketing Segmentation
5 Ways to Uncover Key Data Fields for Email Marketing Segmentation
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