Segmentation For the Rest of Us
Posted by Drew Miller on October 8th, 2009
Nobody can argue the value of segmentation in email marketing campaigns. For those marketers that are blessed with rich customer data and the wealth of segmentation opportunities it provides, the real issue is choosing what to segment (lucky them). But for those whose data is thinner than a deli slice of black forest ham, the goal is to fatten up just so the opportunity to segment can even exist. If you happen to fall in the latter group, you need not to worry. Here are 4 steps that can help fill out those loose pants (your customer database):
1. Make Time
Segmentation sounds easy enough in theory, but building a more robust database doesn’t happen overnight or by simply snapping your fingers, it takes time. Make a schedule and stick to it. Need some motivation? Learn reasons why you should find the time for email marketing segmentation.
2. Determine What Data to Use
This may be pretty cut and dry for some, and a challenge for others. You need to have a firm grasp on who your target audience is and the capabilities/resources you have to market to them. Check out 5 ways to discover key data fields for segmenting your email marketing campaigns.
3. Capture Your Data
There are several ways to go about acquiring more data on your customers, and it’s important to take the right approach that doesn’t lead to remorse or abandonment. Learn 3 simple ways to capture data for email marketing segmentation.
4. Test Your Data
Testing is an important component of all successful email marketing campaigns. For instance, if you are a lawn equipment company, you might try geographic segmentation using zip code to vary your message depending on where someone lives. If you are a shoe retailer, gender might be a good segmentation tactic to use. Learn more about the benefits of testing in this quick video.
Building a more well rounded database is no simple task. The real key is taking a baby step approach and exercising patience. By planting the right type of seed under the right conditions, you could be well on your way to “fatter” customer data.
This is a great article…with real a real simple approach to a very complex task. Well done.
Great post Drew. We’re currently taking the poor boy approach with one of the cheap email marketing providers. We do our best to segment lists and create multiple lists for customers, prospects, trade show attended, position in the company, etc. We have yet to send targeted messages to a particular segment, but we’re getting closer to that. Great tips.