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):
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.
When it comes to Email Marketing and shoes, does DSW have the right fit? See if their email opt-in process and campaigns shine in the latest Email Marketing Minute.
I wrote a blog post a few weeks back regarding the scottsinsider promotional program. In this post—titled “You Had Me At Welcome”—I described how, after signing up for this program, I never heard from Scotts again.
Since that post I have now received 2 emails from Scotts regarding the scottsinsider promotion. One was a reminder to visit the site often since they add new content weekly (see below).
And the second (about a week later) was promoting a new “how-to” video that was just added to the site (see below).
I first want to say kudos to Scotts for stepping up their efforts. I am not sure why it took so long but I am glad to see they are making progress. Unfortunately I think they could still use some improvement. For example take a look at what the email promoting the video looks like with images off (see below). Yes, the message is intact, but note that there is no link to the video now? The only link in the message was embedded in the image itself. This will require extra steps for recipients should they want to take action and, more importantly for marketers, it eliminates the ability to preform any click tracking/reporting because there are no live links to follow.
I also do not recommend making your unsubscribe option such a focal point of the message. Yes, it needs to be conspicuous according to CAN-SPAM but there are far more discrete means of accomplishing this in the footer area. Additionally their unsubscribe process opens your email client and requires you to send them an email request. Modern tools have made unsubscribing much easier for the users and will reduce the possibility of errors on the back-end. Lastly on the topic of CAN-SPAM, there is no physical address listed for the sender included in this message, a clear requirement.
This program shows some signs of improvement but still needs a little help. Correcting basic best practices regarding image optimization and CAN-SPAM compliance should be addressed immediately. In addition, some consideration should be taken to improve the program’s overall strategy, timeliness and more clearly defined calls-to-action.
I have been receiving the Scotts enewsletter (monthly) for several years now. I enjoy the lawn and garden tips (especially when they make my yard look better than my neighbor’s) and frequently use the coupons to purchase their products. I also think they do a nice job in regionalizing /personalizing the newsletter content based on where I live and my lawn type.
So in April when they promoted a new rewards/sweepstakes program called Scotts Insider featuring additional tips, how-to videos, more coupons and chances to win prizes, I signed-up. They promptly sent me a plain but nice looking welcome message (below) and that is the last I ever heard from them.
After re-reading the welcome message 6 weeks later I realized that they had instructed me to visit this special insider micro-site (daily) to earn points and be eligible for the prizes. While I enjoy maintaining a nice lawn and always use the Scotts line of products, it is not exactly something I think about everyday. I wonder how many people like me signed-up and simply forgot about this program? This could have been a great opportunity to continue to engage with me (via email) to support this promotion.
For example; Send me…
a program reminder, “Hey you singed up for this program and never came back”
a weekly recap of my accrued points and maybe an email-only special incentive to earn more.
a recap of the weekly/monthly prize winners (so I can see if my neighbor won something)
a promotion of this week’s content and how-to tips
something, anything even a brief survey to try and reengage me in the program
even if the program was canceled, tell me so.
Perhaps the lesson learned here is to not assume your program/promotion will remain top of mind for your audience, regardless of how great you (or they) think the program is. Be sure to build in a supporting communications plan including a reengagement process for people you may have lost along the way.
Spirits seemed positive despite the state of the national and global economy on day 1 of the EEC Conference in Scottsdale, Arizona. A majority of Email Marketing insiders and experts still feel that Email is the backbone of the digital marketing universe, but marketers are missing the boat by not digging deep into individual customer needs and keeping their content relevant.
Stan Rapp was a terrific keynote speaker for the event and delivered a powerful message: “It’s the e-conomy stupid!”. Stan still feels that Email Marketing is an afterthought rather than a golden opportunity to create a relevant one-to-one customer experience. Rapp said that email is “the most pointed, potent and profitable weapon in the marketer’s arsenal.”, but unfortunately gets little respect. Madison Ave. executives are wasting billions of dollars – failing to drive customers to engage online. Out of $185 billion that companies spent on traditional marketing and advertising in 2008, only $1 billion was spent on Email Marketing. Stan called for Email Marketers to “fight back or get left behind.”
Relevancy was a key point touched on by many session speakers. With many companies slashing budgets on traditional marketing and advertising efforts, email has become more of a focus, but with much misunderstanding. Many companies are looking to increase their campaign message volume, rather than narrow their focus on individual customer preferences. Marketers must do a better job of communicating the benefits of creating highly-targeted relevant content to senior management, otherwise they risk not only deliverability issues, but increased opt-out rates.
Social Media was also a big topic focus and discussion piece. Although this rapidly evolving media has become a primary focus for companies, it remains relatively unclear what the most effective approach for channel leverage is. Most agree that having a Social Media presence is important for companies, but goals and objectives vary greatly, and measuring ROI impact is still challenging to measure.
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):
