All too often we’re too busy to apply best practices – so today’s email campaign isn’t segmented, or it’s only sliced up (without past purchase history or behavior history.) As a result, you get lack-luster results and promise that next time it will be different… but that next time could also be impacted because of your recent exclusion.
A recent Website Magazine article, Email Segmentation for Higher ROI, sites findings from a Forester Research and Shop.org study stating that 92% of retailers are using email marketing but only about 58% segment on customer purchase history and/ or preferences (although they know it’s a best practice.)
This study also recounts the latest ROI counts associated with various online marketing efforts — $6.85 cost per order for an email marketing campaign, $12.27 for affiliate marketing and $19.32 for paid search. This obvious differentiation makes you wonder how much more effective your marketing could be with a little segmentation…
Looking for more tips? Check out these posts on segmentation strategies:
– Segment… not Slice & Dice
– Writing Use Cases for Effective eMarketing
– RFM, CPM and OCC
