Archive for March, 2011

How to segment efficiently

Monday, March 28th, 2011

Putting subscribers into categories is essential to have an efficient email marketing campaign. This way you make sure that the right information gets to the right people. The importance of segmentation is often underestimated and the lack of segmentation or a wrong segmentation can ruin your campaign.

In email marketing we hear often about one-to-one communication, about putting the accent on the client’s needs to make him feel unique and treated according to his interests and preferences. This is actually the ultimate purpose of segmentation: making every subscriber to feel unique. Because talking to every single client is not possible, you need to find the most relevant message.

Examples of lists to classify your subscribers

The segmentation can be made using several criteria according to the information you know about your clients: demographic data, the time he’s been a subscriber, preferences, status (buyer/prospect), value of the products he bought, frequency of purchase, products purchased. Gathering all these data is a long-term activity, the more you know the better.

Below are some categories to keep into account when you segment:
Inactive clients – for this category you can make a special offer to make them return.
Previous purchasing – this will tell you in what products are they interested in to make better offers.
Interested in certain subjects/products – different subjects concern different targets. You can segment according to this factor using their previously expressed preferences or you can ask them.
New clients – for this category you need to have a loyalty program. For example, you can send a “thank you” note to the ones that bought for the first time.
Prospects – using the data you know about them you can create offers that will convince them to buy.

Content is king – use it wisely

Friday, March 18th, 2011

An efficient email has several elements: design, navigation, links, and one of the most important elements is the content.

In order to have a successful email marketing campaign you need to offer your subscribers something they are interested in, try to be relevant. The relevance is influenced mainly by the content and the targeting. People don’t want advertising, they want useful content. Your emails will be opened if you offer a content that brings a benefit.

Get to know your subscribers

Big part of offering the right content to your subscribers it begins with the good targeting. You can make great content about your business that is not interesting in any way for your subscribers. Many emails get to the inbox of one person, the attention span is low and you need to make your subjects stand out from the crowd. Is every day harder to get a click or to get a conversion.

Keep testing

Guessing what’s in the mind of your user it is not easy, you will not be right always. The surest way is to test. You can try various types of content and pay attention to your stats when you are doing the evaluation. It’s a process that requires monitoring all the moves of your subscriber to figure out his preferences. Keep into account the traffic on your website, what products or services are the users interested in, and which are the pages they spend the most time. This will bring you interesting insights.

If the results of these tests seem inconclusive to decide which are the subscriber’s interests, you have another option: ask them. A survey is a good way to activate them and also to find out what are you interested in. Ask the questions to get the information you need and try offering some prizes to assure the participation.

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