E-commerce Link: Divide and Conquer
5. Clicks and Time Spent Onsite
You also can segment based on who clicked on an email and spent time on your site. This requires tight integration between your website and ESP.
SmartPak sells vitamins and supplements for horses. The company's ESP is integrated with its site-tracking platform. This allows SmartPak to send emails when someone browses a particular category presented in their emails.
If someone browses horse supplements, SmartPak will send an email featuring its supplement wizard that lets people easily figure out what's right for their horses. A company spokesperson reported that opens were 37.6 percent, clicks were 7.35 percent and revenue per delivered email was $0.44.
And for good measure, here are four additional segmentation techniques to keep in mind:
- Emails to inactives who have not opened or clicked on emails for months.
- Use of sophisticated modeling to present the right product and offer combination to readers based on profile information and email and site behavior.
- Messages with dynamic personalization are, by their very nature, customized to individual subscribers.
- Triggered messages are extremely relevant, because a trigger is usually based on a user's activity.
Let's close with a few recommendations for future action. If you haven't done any segmentation, don't bite off more than you can chew. Start with two to four segments. Carefully plan how your messaging will be differentiated and take the time to track results. And keep at it! A one-time test is not enough. Make the commitment to regularly employ segmentation for a few months to determine the lift in response. That doesn't mean that every email you send should use segmentation. But the enhanced relevance of these messages should also improve your other email results.