What is Email Segmentation?
www.thebestofemail.com
The theory behind segmentation is
that if you can identify groups of
subscribers within your mailing list
based on certain...
It’s basically an advanced way of
personalizing emails to individuals
within segments that you define
within your mailing ...
So if segmentation is so great,
why aren’t more email
marketers using it?
www.thebestofemail.com
So if segmentation is so
nifty, why aren’t more
email marketers using it?
These days, most decent Email Service Provider
p...
The biggest challenge to email segmentation
is in collecting the data from subscribers that
makes it possible to classify ...
It’s this challenge that still poses a barrier
to email segmentation for many email marketers
despite being well aware of ...
So how do you collect
data for the purpose of
segmentation?
www.thebestofemail.com
The obvious place
to collect data is
during signup.
www.thebestofemail.com
This opportunity is lost for marketers who
offer an “email address only” signup,
but marketers who provide an email signup...
As a rule, it’s best to keep the number
of details requested during signup to
a bare minimum and ask for only
what’s absol...
Examples of “Detail Request” Emails
www.thebestofemail.com
You can always request more
details later on once you’ve had
a ...
Examples of newsletter signup forms that request minimal details
to allow for basic but essential segmentation: American A...
www.thebestofemail.com
Examples of newsletter signup forms that request minimal details
to allow for basic but essential s...
www.thebestofemail.com
Examples of newsletter signup forms that request minimal details
to allow for basic but essential s...
More Examples of Signup Pages
www.thebestofemail.com
Examples of newsletter signup forms that request minimal details
to a...
The more data you accumulate about
your subscribers over time, the more
efficiently you will be able to identify the
vario...
Using Progressive Profiling to
segment your mailing list
www.thebestofemail.com
Even when you don’t have a lot of data about your
subscribers, you can still segment them into
groups based on their inter...
For example, using Email Analytics reports you can identify your
frequent openers from those who rarely open your emails, ...
This allows you to create reasonably accurate segments of
subscribers based on subjects or offers that interest them,
or o...
According to a recent report from Experian Marketing Services, 70% of brands
did not personalize emails sent to subscriber...
This demonstrates that despite the challenges of segmentation, email marketers seem
to feel comfortable using progressive ...
What type of data should
you collect for the purpose
of segmentation?
www.thebestofemail.com
The data that makes sense for one
company to segment by may not
necessarily be relevant for another,
so deciding what crit...
If your business caters for a niche audience (or several niche
audiences) then obviously you should request details that a...
Being able to refer to a subscriber by his first name
isn’t really a form of segmentation, but it is about as
basic as you...
Also, from the subscriber’s point of view, it’s nicer
to be greeted with “Hi %first name%” than “Dear
Valued Customer” bec...
Any retailer who sells products that are
relevant to either men or women must be
able to distinguish between his female an...
That’s not to say that some women may not
be interested in certain items on behalf of
the men in their lives or that men w...
Knowing which country your subscribers are
from can help sharpen your messaging so
that you’re not sending certain people
...
If your catalogue includes many types of products or services, then knowing exactly what interests
each subscriber can hel...
1.
Sending Birthday Emails helps
to endear your brand to a subscriber
by making him feel warm & fuzzy that
you “remembered...
This one’s also a no-brainer if you have easy
access to this data. Pioneered famously by
Amazon and now widely used by man...
The smart way to segment based on purchase history is to consider the
type of items that were purchased and then send targ...
The “hottest” time to strike a
shopper with an additional
relevant offer is at checkout time
or just after the purchase, b...
TO SUM UP: Segmentation isn’t always necessary for
every email you send, but if you identify situations
where tailoring me...
This presentation was created by Noya Lizor,
Head Honcho at The Best of Email, a hub for showcasing
standout emails by mar...
How to avoid promoting high-heels to a businessman (and other Email Segmentation tips)
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How to avoid promoting high-heels to a businessman (and other Email Segmentation tips)

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Email Marketing is very effective, but it's even more effective when the content of the emails is specifically targeted to appeal to subscribers based on certain criteria. The more relevant the content, the more likely it is that the subscriber will interact with it.

Identifying groups of subscribers within your mailing list based on certain criteria is called Email Segmentation, and it's a great way to step up your Email Marketing efforts to boost engagement and conversion.

You can also view the blog post that this SlideShare presentation is based on at http://bit.ly/1jv1n47.

For more examples of standout emails and a regular dose of "email inspiration" subscribe to The Best of Email's newsletter at http://bit.ly/1iSehF7.

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How to avoid promoting high-heels to a businessman (and other Email Segmentation tips)

  1. 1. What is Email Segmentation? www.thebestofemail.com
  2. 2. The theory behind segmentation is that if you can identify groups of subscribers within your mailing list based on certain criteria, and then tailor your messages so that they will specifically appeal to those subscribers, then they will be more likely to respond favorably to those messages, boosting your engagement and conversion rates. www.thebestofemail.com
  3. 3. It’s basically an advanced way of personalizing emails to individuals within segments that you define within your mailing list. www.thebestofemail.com
  4. 4. So if segmentation is so great, why aren’t more email marketers using it? www.thebestofemail.com
  5. 5. So if segmentation is so nifty, why aren’t more email marketers using it? These days, most decent Email Service Provider platforms make it pretty easy to define segments and deploy messages to specific groups within a mailing list, so the “tricky” part isn’t in the technical process. www.thebestofemail.com
  6. 6. The biggest challenge to email segmentation is in collecting the data from subscribers that makes it possible to classify them into segments in the first place and then knowing when and how to use this data effectively to maximize subscriber engagement. www.thebestofemail.com
  7. 7. It’s this challenge that still poses a barrier to email segmentation for many email marketers despite being well aware of its benefits. www.thebestofemail.com
  8. 8. So how do you collect data for the purpose of segmentation? www.thebestofemail.com
  9. 9. The obvious place to collect data is during signup. www.thebestofemail.com
  10. 10. This opportunity is lost for marketers who offer an “email address only” signup, but marketers who provide an email signup form that requests a few more details about the subscribers usually have a good base to work from, at least on a basic level. www.thebestofemail.com
  11. 11. As a rule, it’s best to keep the number of details requested during signup to a bare minimum and ask for only what’s absolutely necessary to perform the segmentation that’s crucial to your business, because long and exhaustive forms usually turn people off from subscribing at all. www.thebestofemail.com
  12. 12. Examples of “Detail Request” Emails www.thebestofemail.com You can always request more details later on once you’ve had a chance to establish trust with your subscribers and demonstrate that your content is valuable.
  13. 13. Examples of newsletter signup forms that request minimal details to allow for basic but essential segmentation: American Apparel www.thebestofemail.com
  14. 14. www.thebestofemail.com Examples of newsletter signup forms that request minimal details to allow for basic but essential segmentation: Billabong
  15. 15. www.thebestofemail.com Examples of newsletter signup forms that request minimal details to allow for basic but essential segmentation: Nerdist News
  16. 16. More Examples of Signup Pages www.thebestofemail.com Examples of newsletter signup forms that request minimal details to allow for basic but essential segmentation: Armani Exchange
  17. 17. The more data you accumulate about your subscribers over time, the more efficiently you will be able to identify the various subscriber persona that make sense to segment messages for.
  18. 18. Using Progressive Profiling to segment your mailing list www.thebestofemail.com
  19. 19. Even when you don’t have a lot of data about your subscribers, you can still segment them into groups based on their interaction with your emails over time (hence “progressive” profiling). www.thebestofemail.com
  20. 20. For example, using Email Analytics reports you can identify your frequent openers from those who rarely open your emails, and same goes for clicks. If you dig deeper, you can also establish which subscribers consistently click on certain types of links in your emails. www.thebestofemail.com
  21. 21. This allows you to create reasonably accurate segments of subscribers based on subjects or offers that interest them, or on their level of activity (so that they can be rewarded) or inactivity (so that they can be re-engaged). www.thebestofemail.com
  22. 22. According to a recent report from Experian Marketing Services, 70% of brands did not personalize emails sent to subscribers in 2013 but most marketers (83%) segmented their email campaign audiences by past activity data. www.thebestofemail.com
  23. 23. This demonstrates that despite the challenges of segmentation, email marketers seem to feel comfortable using progressive profiling to segment their mailing lists, most likely because it doesn’t rely on information provided by the subscribers themselves. www.thebestofemail.com
  24. 24. What type of data should you collect for the purpose of segmentation? www.thebestofemail.com
  25. 25. The data that makes sense for one company to segment by may not necessarily be relevant for another, so deciding what criteria is important for segmentation purposes should really be based on YOUR specific business requirements and email program’s goals. www.thebestofemail.com
  26. 26. If your business caters for a niche audience (or several niche audiences) then obviously you should request details that are relevant for YOUR segmentation purposes. For example, if you own a pet store, it would make sense for you to ask your subscribers during signup what type of pet they own so that you don’t bombard certain subscribers with dog food promotions when they in fact own goldfish (etc.) www.thebestofemail.com
  27. 27. Being able to refer to a subscriber by his first name isn’t really a form of segmentation, but it is about as basic as you can get with personalization in email. So for those email marketers who see segmentation as “the deep end of the pool” but feel like they’re still wading around with inflatable armbands, the “first name” detail is a gentle way to inch further towards the deep end. www.thebestofemail.com
  28. 28. Also, from the subscriber’s point of view, it’s nicer to be greeted with “Hi %first name%” than “Dear Valued Customer” because it feel as though the sender is talking to him or her as an actual person and not to just another anonymous subscriber on a mailing list. www.thebestofemail.com
  29. 29. Any retailer who sells products that are relevant to either men or women must be able to distinguish between his female and male email subscribers. Knowing the subscriber’s sex is precisely the thing that can prevent an email featuring a promotion on high-heel shoes from ever reaching a businessman who would prefer a promotion for neckties and vice versa. www.thebestofemail.com
  30. 30. That’s not to say that some women may not be interested in certain items on behalf of the men in their lives or that men won’t on occasion be on the lookout for something for the women in their lives, but knowing how to package these items properly for the right audience (like this nice example from ModCloth) is key to getting the desirable reaction and not an “unsubscribe” as a result of repeatedly irrelevant offers. Sender: ModCloth (click on the image to view the full newsletter) www.thebestofemail.com
  31. 31. Knowing which country your subscribers are from can help sharpen your messaging so that you’re not sending certain people content that’s irrelevant to them. It also helps you review the performance of your emails based on the geographical location of your subscribers. For example, if you can see from ongoing analysis that your French subscribers are particularly engaged with your emails (even if you hadn’t intended it), you might decide to tailor a promotion specifically for your French audience in order to maximize sales. www.thebestofemail.com
  32. 32. If your catalogue includes many types of products or services, then knowing exactly what interests each subscriber can help you customize emails with messaging that will be particularly relevant to them. The more your subscribers feel that your content is relevant to them, the higher the likelihood that they will engage with your emails. www.thebestofemail.com
  33. 33. 1. Sending Birthday Emails helps to endear your brand to a subscriber by making him feel warm & fuzzy that you “remembered” this special day and took the trouble to send a birthday greeting, or better yet – some sort of birthday gift. 2. Classifying your subscribers into age brackets can help you target certain messages for maximum relevance. You can even use different language to appeal to different age brackets. For example, you might have something to offer that’s particularly relevant for college students but not really for anyone else, or for people of retirement age and no one else (etc.)3. In some cases, marketers must verify that subscribers are over a certain age in order to send them emails. There are three main reasons why knowing your subscribers’ birthday is helpful: www.thebestofemail.com
  34. 34. This one’s also a no-brainer if you have easy access to this data. Pioneered famously by Amazon and now widely used by many other online retail giants (although not always effectively), the idea is to send people relevant content based on their recent purchases. www.thebestofemail.com
  35. 35. The smart way to segment based on purchase history is to consider the type of items that were purchased and then send targeted offers (in a timely and respectful frequency) about complementary items. For example: 2. Or if someone just bought a new bed, you could send them an email offering bed linen options. 1. If someone just purchased an airline ticket for a vacation or business trip, there’s no need to sell him another vacation or business trip so soon after this purchase, but it would make sense to send an email with hotel recommendations or local attractions. 3. Or, if someone just download a whitepaper on email marketing, you could send them an email recommending other whitepapers that may be of interest. www.thebestofemail.com
  36. 36. The “hottest” time to strike a shopper with an additional relevant offer is at checkout time or just after the purchase, but only as long as the offer makes sense, otherwise it’s just plain pushy and annoying. www.thebestofemail.com
  37. 37. TO SUM UP: Segmentation isn’t always necessary for every email you send, but if you identify situations where tailoring messages for certain subscribers would boost their relevance significantly and you have access to data that allowed you to create the necessary segments in your mailing list, then it would be a missed opportunity not to do so.
  38. 38. This presentation was created by Noya Lizor, Head Honcho at The Best of Email, a hub for showcasing standout emails by marketers who are “getting email right”. Visit www.thebestofemail.com to learn more about:
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