Nuts & Bolts - 5-Minute Interview: Tried-and-true Turned Trendy
We also personalize different elements within the e-mails based on segmentation for our message. So it’s not a design nightmare, we use dynamic segmentation to order content and to customize the content based on different segments. This allows us to build one main e-mail that can deliver custom content to various segments.
TM: How do you use segmentation to increase open rates? Has this translated into increased conversions?
BL: There are a few ways we segment. One of the most effective changes we implemented was to segment by gender. It was also very easy to implement and to create custom content for sending each gender information on appropriate product.
We also look at geo-targeting and send creative that is relevant for things like local events, offers available from partners we may have in different regions, as well as taking into consideration weather conditions. To send someone on one side of the country a coat promotion may not be relevant to people in other areas. We don’t want to send messages about a winter coat sale when it is still sunny and warm to someone who is still wearing T-shirts and shorts.
In addition, we further segment through the loyalty program and will send those members different messages and more frequent e-mails as well. Loyalty members are more willing to receive more frequent e-mails than non-loyalty members.
We also get much better open and clickthrough rates from that segment.
TM: Can you illustrate how you tweaked a subject line to boost response?
BL: Last December we created two static segments using about 2 percent of our list. We added a sense of urgency to a previously offered “win your wish list” promotion. We used an attention-grabbing subject line, “One week left to enter to win your wish list”—that sense of urgency was the driver. We sent each group the exact same content, but each had a different subject line.