Segmentation is About Precision

September 1, 2010
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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.