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Segmenting and targeting your emails

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Jenifer Davis and Emily Burgess Guide Dogs UK …

Jenifer Davis and Emily Burgess Guide Dogs UK
www.charitycomms.org.uk/events

Published in: Business, Technology
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  • 1. Enhance Your Email Marketing Seminar 26 April, 2012 www.charitycomms.org.uk #CCEmailTips
  • 2. Segmenting and TargetingHow do I send emails to people whowant them?Jenifer Davis, Digital Media ManagerEmily Burgess, Creative Services Manager
  • 3. Why segment?
  • 4. Marketing Sherpa 2011(Email Marketing Benchmark Report)Respondents said one of the most significantchallenges toemail marketing effectiveness is:Targeting recipients with highly relevant content
  • 5. Tip: Data is paramount •Existing data •New data •Incentivise •Integrate social data •Data strategy •Contact strategy
  • 6. Tip: Start with the quick winsAsk yourself:• Who or what is the most relevant target for this message?• What action do I want them to take?• What will motivate them to take it?
  • 7. Tip: Be guided by subscribersYou can overcome some of your campaignhurdles right away by expanding subscriberpreferences:• Format• Content• Mobile version• Delivery preferences
  • 8. Tip: There are no limits Sparkle
  • 9. Tip: Get personalHitting the markReaders are 10% more likely to respond to personaliseddirect marketing than non-personalised** GI Solutions Group, 2009
  • 10. Tip: Think outside thecreative box! •Advertising spots •Imagery •Forward to a friend •Fold line •Other campaigns •Keep it short •Subject line •Click data
  • 11. Tip: Think mobileThis is a target market of it’s own!
  • 12. Tip: Automation worksTrigger emails:• Relevant, valuable and timely• Message tailored to a defined action• Service aspect increases the value= more likely to break barriers and get a response
  • 13. Tip: Key to success Marketer’s View: Right content Right audience Right time Recipients View: Who is it from? What’s in it for me? What do I do next?
  • 14. Thank youAny questions?

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