E-commerce Link: Divide and Conquer
Segmented, targeted emails can improve results up to nine times, according to Jupiter Research. As a marketer, you want to be more relevant to your customers, and segmentation should allow you to speak more directly to them, make them feel unique and enhance relevance. For marketers who are seeing stagnant or declining results, segmentation will definitely help. If you don't have a segmentation strategy, you're leaving money on the table. Let's look at five approaches to segmentation.
1. Preference Center
The first place to look when working on a segmentation strategy is the information provided or updated within a preference center. The preference center is a valuable resource to use to successfully segment your customer base. For example, IKEA asks what rooms a new email signup are most interested in receiving information about. Some e-tailers allow their subscribers to decide whether they want to get messages about sales and clearance offers or new product and service offerings, while e-newsletter publishers often ask for content preferences.
2. Demographics, Geography and Personal Information
This can be information email signups provided, or marketers could overlay information from one of the many data companies to learn more about their lists. Personal information might include information such as presence of children, home ownership, lifestyle interests and buying behavior. This also works for B-to-B, where marketers might segment on job function, industry and more.
The NHL has a large fan base, but it's interesting to note that 60 percent of fans don't live near their favorite teams. So, the organization segments its emails based on a subscriber's ZIP code and favorite team.