Five Segmentation Must-Dos

April 30, 2009
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We’ve all read how precision targeting is the key tactic to creating relevance and engagement. To achieve this precision, you have to focus on your segmentation strategy; here are five points to drive a successful segmentation strategy:

1) Select recipients based on past behavior – including buyer/ non-buyer; RFM Score; previous responder/ non-responder; just completed a purchase, return, ATM transaction, etc.
2) Direct recipients to focused landing pages – perform multivariate testing, creating at least two offers in each email and then testing what works better. If your technology can support it, create dynamic landing pages where you can test more variables.
3) Look at your results in Real Time – Watch how campaigns are performing during the transmission process, refine your results and if you can, make small tweaks (i.e. live A/B testing.)
4) Test different Images – A simple picture change could make all the difference in recipient engagement, swap it out and see how it enhances your results.
5) Words are Powerful – Make sure your call to action is clear, test pricing variables, end dates or other words that may drive people to complete a particular transaction.

Email is a powerful


We’ve all read how precision targeting is the key tactic to creating relevance and engagement. To achieve this precision, you have to focus on your segmentation strategy; here are five points to drive a successful segmentation strategy:

1) Select recipients based on past behavior – including buyer/ non-buyer; RFM Score; previous responder/ non-responder; just completed a purchase, return, ATM transaction, etc.
2) Direct recipients to focused landing pages – perform multivariate testing, creating at least two offers in each email and then testing what works better. If your technology can support it, create dynamic landing pages where you can test more variables.
3) Look at your results in Real Time – Watch how campaigns are performing during the transmission process, refine your results and if you can, make small tweaks (i.e. live A/B testing.)
4) Test different Images – A simple picture change could make all the difference in recipient engagement, swap it out and see how it enhances your results.
5) Words are Powerful – Make sure your call to action is clear, test pricing variables, end dates or other words that may drive people to complete a particular transaction.

Email is a powerful tool; you just need to use it correctly to achieve one-to-one marketing. If you would like to get more information on micro-segmentation strategies and the associated ROI, simply send an email.

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