Segmenting and targeting your emails

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

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Segmenting and targeting your emails

  1. 1. Enhance Your Email Marketing Seminar 26 April, 2012 www.charitycomms.org.uk #CCEmailTips
  2. 2. Segmenting and TargetingHow do I send emails to people whowant them?Jenifer Davis, Digital Media ManagerEmily Burgess, Creative Services Manager
  3. 3. Why segment?
  4. 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. 5. Tip: Data is paramount •Existing data •New data •Incentivise •Integrate social data •Data strategy •Contact strategy
  6. 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. 7. Tip: Be guided by subscribersYou can overcome some of your campaignhurdles right away by expanding subscriberpreferences:• Format• Content• Mobile version• Delivery preferences
  8. 8. Tip: There are no limits Sparkle
  9. 9. Tip: Get personalHitting the markReaders are 10% more likely to respond to personaliseddirect marketing than non-personalised** GI Solutions Group, 2009
  10. 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. 11. Tip: Think mobileThis is a target market of it’s own!
  12. 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. 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. 14. Thank youAny questions?

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