Segmentation is a crucial factor behind successful email marketing. It enables you to send the right message, to the right customer, at the right time. But how can you segment your data to provide a better experience for your customers? Here are five useful pointers.
By analysing your customer’s email behavior you can target those who never open your emails. This could be done through a re-activation campaign to win back some of your customers, perhaps including an incentive for the customer within the email. Additionally, you can keep these non-openers held back from the list by suppressing those inactive users.
The most common type of segmentation is based upon simple data held against each individual such as gender, date of birth, location and more. To make the most of this type of segmentation, think about what is a priority for your business. If you have retail stores, then campaigns coming from the customer’s local store or announcements of new openings in their area are a great addition. Alternatively, maybe you have different offerings for each gender which you take advantage of. And I’m sure most people will appreciate a happy birthday email.
It might be appropriate to ask customers for their preferences, but, this isn’t necessary for all. They work well in certain situations, such as product areas the customer typically buys. Perhaps a clothing retailer might want to ask what their customers favorite departments (Mens, Ladies, Kids) are or which brands they like. However, customers often don’t have pre-defined preferences. Take for example the clothing retailer again—you wouldn’t ask about styles or types of clothing as this will change over time. Make sure that the information you are asking for is going to be relevant beyond the short-term in your communications.
Purchase data allows you to know an awful lot about your customers, enabling you to can create highly targeted campaigns. At a simple level, knowing the historic value of a customer, the number of purchases and the date of the last purchase, gives you the ability to target exclusive discounts based upon past activity.
Not forgetting the opportunity for anniversary emails. Where purchase history data gets really interesting is when you look at the specific items customers have purchased, leading to a whole new world of opportunities. In fairness, this is often a step too far for segmentation, and the world of dynamic content and data tables will present automated content based upon purchases.
Analysing the data of what people are browsing plays a different role to purchase history data. This enables you to identify those who are thinking about buying, but might need that extra nudge.
Read more about segmentation here.