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
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Posted by Drew Miller on January 26th, 2009
These days, it’s difficult for many email marketers to take time out of their busy schedules for any new endeavors. Oftentimes we get hung up on tactical efforts – just trying to get a message out on time – rather than the more important details that can make or break a campaign.
This is especially true when we talk about email marketing segmentation. When this oh-so-important word comes up, many of us instantly think “I really need to segment, but I just don’t have time.” But time will be the least of your worries when, after evaluating your campaign results, you are left scratching your head wondering what happened.
I got an email recently from a popular outdoor company that had a nice overall approach. The theme had something to do with snow and promoted their outerwear to stay warm, and they used a nice antique image of a female bundled up in heavy winter gear battling the snow-filled streets. Execution-wise, this email was spot-on.
So what’s wrong with this picture? Well for one…. I live in a city where it snows maybe once every 8 years, and our average high in January is 63 degrees. Snow, heavy jackets and staying warm are not relevant to where I live.
Still think you don’t have the time to segment?
Having purchased from this retailer just a few months ago, I’d imagine that they should have all of my important details on file – including zip code. If this message was properly segmented by zip code, I could have been suppressed from receiving this email altogether. Another, more ambitious alternative might have been to use dynamic content to better appeal to my needs (perhaps a lighter garment such as a fleece sweatshirt).
Two words: missed opportunity.
By taking just a little time to segment your email marketing campaigns, you can ensure that you are sending the right message to the right person at the right time.
Learn more about Email Segmentation:
3 Simple Ways to Capture Data for Email Marketing Segmentation
5 Ways to Uncover Key Data Fields for Email Marketing Segmentation
For further information on Geographic Segmentation:
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Check out our Email Marketing Minute video
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