Nine Really Simple Segmentation Strategies
597 Views
Segmentation can be as important as any other component of message development. While most segmentation requires some preference data there are others that can be leveraged if you’re just starting out or have limited information/ time:
Segmentation can be as important as any other component of message development. While most segmentation requires some preference data there are others that can be leveraged if you’re just starting out or have limited information/ time:
1 – The Random A:B Split – Just divide the list, alter something and fire… see which message performs better.
2 – Tuesday/ Thursday Segment – Take the item above a little further; randomly split a fraction of the list and send on a particular day. Take the better performing message and deploy to the remainder of the list (and remember, it’s just a name, you don’t have to use Tuesday or multiple days…)
These strategies need some additional data, enhance your sign-up process to include preferences – this data forms the foundation for a lot of the personalization that is possible:
3 – Message Type – Divide based on those who want HTML, text or rich text messages; include a link to the other types, just so the recipient can see the available options.
4 – Timing – Release by time zone or, if possible, ask your user what time they would like to receive your alerts (morning, afternoon etc.)
5 – Source code Segmentation – Your recipients didn’t just appear, they signed up through an inquiry, purchase, directly from your website. They could have found you as the result of a search, perhaps a contest entry, partnership or append so leverage that information.
Alternatively, you could bypass the whole personal preferences and just base it on the recipient’s actions – and not just the buyer/ non-buyer segments.
6 – Operational Segmentation – Target people following the order process or an incomplete transaction; the same applies to your non-responders or inactive list.
7 – Transactional Segmentation – Your typical opens, clicks or responses can all be leveraged. Watch for multiples, repeated clicks on a certain section/ item can tell you a lot about a person… and help you generate future offers.
8 – First Responders – By tracking overall counts, you’ll quickly identify the first responders; acknowledge them and put them into their own group to receive advanced notice of your communiqués.
9 – Your Dead File – These are the non responders. Get creative, get aggressive, try things out on them. Things can only get better.
These suggestions don’t contemplate the added potential gained from survey data… so keep dividing your list and make the messages as personalized as possible.
Trending Now
1
Machine Learning
2,605 views
2,605 views
Savvy Entrepreneurs Are Using Machine Learning to Streamline Logo Design
Rehan Ijaz - November 1, 20182
Big Data
51 shares2,733 views
51 shares2,733 views
Will Big Data Change The Future Of Franchises Forever?
Sean Mallon - November 1, 20183
Blockchain
69 shares3,371 views
69 shares3,371 views
Blockchain And The Future Of Electronic Medical Records
Andrej Kovacevic - October 29, 20184
Internet of Things
73 shares3,614 views
73 shares3,614 views
IoT Is The Most Important Development Of The 21st Century
Sean Mallon - October 29, 20185
Big Data
33 shares3,578 views
33 shares3,578 views
5 Ways Big Data Is Impacting The Self-Storage Industry
Diana Hope - October 26, 20186
Big Data
80 shares3,571 views
80 shares3,571 views
How Big Data Is Helping To Lower Medical Liability Risks
Andrej Kovacevic - October 25, 20187
Artificial Intelligence
97 shares3,792 views
97 shares3,792 views
You must log in to post a comment.