Segmentation is About Precision
514 Views
Precision is a key tactic to creating relevance & engagement. To achieve this precision, you have to focus on your segmentation strategy; here are five points to drive a successful segmentation strategy:
Precision is a key tactic to creating relevance & 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.
If you were to group your recipients into three broad categories – you would have your digital channels, your traditional channels, & those who interact on both channels. Think about how you can drive people between your traditional & digital channels.
Also segment your social ‘elite’ or influencers into tactful segments that can help spread your brand message.Email is a very powerful tool; you just need to use it correctly to achieve one-to-one marketing.
Trending Now
1
Big Data
1,748 views
1,748 views
Is Your Data At Risk? Here’s How To Protect Your Information Online
Rehan Ijaz - January 11, 20192
Big Data
51 shares2,464 views
51 shares2,464 views
5 Genius App Data Monetization Strategies That Can Make You Bank
Annie Qureshi - January 10, 20193
Big Data
21 shares1,853 views
21 shares1,853 views
Fascinating Ways Big Data and DMPs Are Disrupting Online Publishing
Annie Qureshi - January 10, 20194
Analytics
37 shares3,292 views
37 shares3,292 views
How To Build A High-Performing Data Analytics Platform In The Cloud
Namita Awasthi - January 9, 20195
Big Data
66 shares2,447 views
66 shares2,447 views
Growing Data Privacy Concerns Highlight A Need For VPNs In 2019
Sean Mallon - January 9, 20196
Big Data
55 shares2,212 views
55 shares2,212 views
You must log in to post a comment.