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Econsultancy – The dos and don’ts of email segmentation

Econsultancy – The dos and don’ts of email segmentation


The dos and don'ts of email segmentation

By: Econsultancy

Segmentation is an important part of any successful email marketing effort, particularly as consumers are coming to expect brands to send them personalised correspondence.

Email marketers need to be aware of all segmentation and targeting opportunities in order to improve relevance and increase clickthrough rates.

It’s a topic we focused on in our recent Google Hangout with directors from Amazon and J. Crew, and it’s likely to become more important as email marketing evolves.

With this in mind, I spoke to Experian Marketing Services data analyst Helen Taylor to find out some of the dos and don’ts of email segmentation…

In the simplest terms, what is segmentation?

Segmentation is a method used to categorise customers into groups that have similar traits. Segments can be based on almost anything – age, gender, email behaviour or spending habits.

Using segmentation allows for a greater level of targeting and consequently more relevant marketing for customers, improving the customer’s experience with a brand or company.

How many segments is it advisable to have?

There’s no hard or fast rule, but implementing some degree of segmentation within your customer database will always give your email campaign an edge over those who don’t.

As a starter for ten, segmenting your data by active and inactive customers is a must; it’s vital that a brand understands who their engaged customers are and whose attention they need to recapture in order to target their campaigns effectively.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
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  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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