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Segmentation is an important part of any successful email marketing effort, particularly as consumers are beginning to expect brands to send them personalized correspondence. Learn a variety of techniques when segmenting your email list to ensure top performing campaigns. From potential data points to expected gains in open rates, you will learn the power targeted messages. Ensure your consumer base is fully engaged and see the results through your email revenue.
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Sublime Segmentation Strategies
My New Bag
Segmentation
If you’re not thinking segments, you’re not thinking. To think segments means you have to think about what drives customers, customer groups, and the choices that are or might be available to them.
- Levitt, Marketing Imagination
You are already ahead!
Despite the fact that targeted sends have a 40% higher open rate, 80% of marketers are still emailing the same content to all subscribers.
Starting Out My first experience with segments.
Our first Ladies Email
Results:
§ 50% higher Open Rate § Click-Through-Rate: 100% § Orders: 13 § Revenue: $1,000
Know how to judge!
RPM RPE
Know how to judge!
RPM
Revenue
Per
Thousand
RPE
Revenue
Per
Open Rate
Open Rates increase an
average of 20%
GlobalGolf’s Segments have an Open Rate 59% higher than normal newsletters.
Click-Through Rate
Click-Through Rates increase an
average of 50%
GlobalGolf’s Segments have an Open Rate 56% higher than normal newsletters.
Conversion Rate
Conversion Rates increase an
average of 40%
GlobalGolf’s Segments have an Open Rate 77% higher than normal newsletters.
Have you noticed a trend?
Always use
RATES
when comparing segments.
Building Segments
Types of Segments
Demographics
Preference
Behavior
What makes a good segment.
Click-Through Data
Click-Through Data
Order History
Exclusions:
• Customers who have purchased recently
• or already purchased the product being promoted.
Order History
Upgrade Cycle
• Calculate how long customers wait to replace an item in order to retarget.
• Send reminders on consumables.
Order History
Companion Products
• Customers who bought X also enjoy Y
• Driver -> Fairway
• Pants -> Matching Shirts
• Electronics -> Batteries
• Camera -> Accessories, Cases, Lenses
Customer Profile
• Brand Loyalty
• Favorite Color
• Price Point
• Clearance Shopper
• Size
• Dexterity
• Location
• Time of Day
Customer Profile
… and of course Gender.
§ 1-3 Ladies emails / month § Ladies landing page § Larger selection ladies products
Engagement
• Increase send frequency to highly engaged subscribers.
• Segment unengaged subscribers to lower frequency to ensure they don’t become overwhelmed.
Just Ask!
Manage Preferences Webform
Webforms are easy to create in the Bronto system and can be a highly effective way of collecting Information.
Manage Preferences Webform
Ask to manage preferences at:
• Sign-Up
• Welcome Email (or part of series)
• Footer of every email
• Re-engagement Emails
• After Conversion (what do they need next?)
• Before unsubscribe (Lower frequency)
But…
Re-Use Designs
§ Resend to new subscribers § Change colors
Generate HTML Emails
§ Use top sellers, recently viewed, new products
Dynamic Product Lists
Use different product lists with a generic design.
Simply change the subject line.
Location Based:
• Spring is almost here.
• The warm weather has arrived.
Behavior Based:
• On Sale Now + Free Shipping
• View our newest products.
Call-Out frequently ignored segments:
• New summer apparel from Nike
• Huge selection of Big&Tall summer apparel from Nike
Closing Thought
2013 GlobalGolf to date:
Newsletters
Segments
Newsletters
Segments
Emails Sent Revenue
