To Each His Own E-mail
To better track customers’ historical behavior, and thereby segment more effectively, look at:
• customers’ purchasing behavior;
• opening of e-mails (Are people in certain segments opening their e-mails more than people in other segments?); and
• historical patterns—for instance, a customer continually clicks through on e-mails about country music, but never on rock ’n’ roll.
Understanding customer behavior and following up with the proper segmentation will help you execute more complex customer research, as well. For instance, once you have effectively segmented your customer base, you can conduct split-testing. Take a segment, and send to that list certain content based on what you know about that segment’s preferences. Send another segment different content; see which gets better results. If you segment your customers, and then provide them with the dynamic content that is most meaningful to them, you’re better fulfilling their needs, while at the same time further developing your e-mail marketing programs.
As well, once you have the basic data for your customers, you can move to the next level of data capture. The next level and time frame for additional information is just after they’ve made a purchase. Find out how was their purchasing experience. How can your company better serve them? You want to make sure you’re providing the right types of offers. To do this, you need to take a “deep dive”—take a hard look at campaign results and individual responses and try to determine a better way to market to those people.
Because when we talk about segmentation, what we’re really talking about is relationship-building. This is the true value of knowing your customers: being able to market to them individually and effectively. The better you know your customers, the more targeted and compelling your messages will be, and the more successful you will be at providing them with what they need. And isn’t that really your goal?