Posted by admin 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
For further information on Geographic Segmentation:
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