E-mail Segmentation Strategies (863 words)
You're e-mail marketing to your customer file and have mastered the art of developing creative approaches that work best. In the process, you're capturing data on how your customers interact with e-mail, such as via click-throughs on specific links, viral or pass-along activity, as well as purchase information.
In fact, you have so much information about each customer's behavior that you're overwhelmed with how to make sense of it all. Here are some ways to harness the power of the information you now have to develop ongoing e-mail marketing strategies.
We'll use a fictional company, Bob's Gadgets, as our marketer. Bob offers three distinct product lines: gadgets, gizmos and widgets. Bob has been e-mailing his customer file on a weekly basis for the past three months. He is new at this, and he's been sending the same message to his entire customer base each week to develop some metrics on what products and categories have the most appeal.
Each message promotes two merchandise offerings from across Bob's product line (each with links directly to the item), and includes a third link to a weekly promotion, sale or deep-discount item. Of course, an opt-out link is included, but few customers select that option.
Bob is now ready to ratchet up his e-mail marketing. He wants to develop specific customer segments and tailor messages to major customer segments. While he has initially enjoyed good success with his e-mail campaigns, he knows that to get the best ROI, he must use database marketing principles. Initially, Bob developed three segmentation categories. Here's what he has done and is planning to do with these segments:
• Segment 1. Clickers and Buyers by Product Line. Bob examined which of his product lines specific customers are interested in, so he can focus his marketing messages.
Someone who consistently clicks through to view gizmos and has purchased one should be getting future messages that begin by promoting the latest gizmo available.