Econsultancy – The dos and don’ts of email segmentation
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.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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