From the Trenches: Putting a Label on Your Customer
We examined why people buy digital magazines and books. Do they buy them because they just have to be the first person to do anything new or techy? Because they’re environmentally driven? Because they want immediate access to content on-demand? Because they like to share articles with friends fast and easily?
We then created one email offer that encouraged subscribers to buy a certain amount in digital subscriptions to get a specific reward, but tailored the copy based on our labels.
Our challenge? We hadn’t done an overlay on our file to officially determine which label went with which customer, so we needed to do a pretest to see exactly how people would respond to a specific label.
As a result, we decided to use the subject line to clearly state the label. When targeting environmentally friendly folks, for example, the subject line read: “If you’re going green, let Zinio reward you for it.” For the person who has to be the first on the block with new technology, the offer read: “Be the first to get our offer.”
Then we allowed customers to self-identify their labels. We chose the label types that fell into the top three types and rolled them out.
The results were fantastic (and spread pretty well on social networks, too). If you’re not segmenting your file because you don’t have the staff or funds available, consider trying something simple like this.
At the very least, it'll prove its potential in increased value and enable you to design a larger strategy. There are many types of effective segment-based programs available for you to test. The example above is just one. Also consider responders versus nonresponders, new versus seasoned names on your list or influencers. Whatever you choose, remember: Testing new ideas and trying new strategies are the only ways to grow your results.
Jeanniey Mullen is the chief marketing officer for New York-based digital publisher Zinio and its sister company, VIVmag, a digital luxury lifestyle magazine for women. She's also the executive director of the Email Experience Council, an email marketing trade organization. Reach Jeanniey at email@example.com.