Archive for the 'Segmentation' Category
E-mail Segmentation
Segmenting your potential email-clientele into different groups can cut the time it takes to make a purchase. Segmenting email marketing messages can also help strengthen your brand and build customer loyalty.
How do you begin? First determine how many segments you have and divide accordingly -
- new consumers
- return/active consumers
- non-active consumers.
Each email you send should be tailored to one of these groups. From these large segments, you can allow users to “self-segment” for future mailings by choosing the products or information they are most interested in. You can also segment more fully by product.
Second, remember that THE MESSAGE MATTERS. New buyers will react to ad copy differently than active and non-active buyers. For new buyers, give them information to help make a purchasing decision.
Finally, send messages according to the season - NOT according to the calendar, but according to your particular onsumer. In other words, send more messages when they are IN-market and fewer when they are not.