6 Easy Steps to Email Segmentation - Rob Van Slyke 4-2010
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6 Easy Steps to Email Segmentation - Rob Van Slyke 4-2010

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Incorporating segmentation into your email marketing strategy doesn’t have to be difficult. You want to provide Topic A to recipients interested in Topic A. The solution doesn’t require an ...

Incorporating segmentation into your email marketing strategy doesn’t have to be difficult. You want to provide Topic A to recipients interested in Topic A. The solution doesn’t require an Enterprise application - just a little elbow grease.

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6 Easy Steps to Email Segmentation - Rob Van Slyke 4-2010 6 Easy Steps to Email Segmentation - Rob Van Slyke 4-2010 Presentation Transcript

  • Advanced Email Marketing Tips 6 Easy Steps To Email Segmentation
  • Email Segmentation Quick Reference
    • Create Email Marketing Segmentation Plan
    • Add tracking variables to URLs or make sure they are all unique
    • Export your click report
    • Sort by URL and add attributes to each group
    • Upload new attributes
    • Send relevant content to each target audience
    • Let’s get into the details…
  • Email Segmentation Strategy
    • Present different topics in the same email
      • Topic A, B & C
    • Segment clicks on Topic A into Bucket A
    • Examples – what conclusions can you draw from:
      • Retirement Planning vs. New Family Planning
        • Older vs. younger demographic
      • Retirement Planning Consultation vs. Retirement Planning 101
        • Earlier or later in the buying cycle
  • Tracking & Email Segmentation
    • Manual Segmentation
      • Export your click report and sort by URL
    • Automated Segmentation
      • Setup rules and sit back
  • Manual Email Segmentation
    • Tag each link with your segments or make sure each link is unique to a segment
      • yourdomain.com/retirement-planning-consultation.html?segment=A yourdomain.com/retirement-planning-101.html?segment=B
      • yourdomain.com/retirement-planning-consultation.html yourdomain.com/retirement-planning-101.html OR
    • Export your click report and sort by URL
    • Add new columns for segment attributes
    • Upload modified records to your ESP
    • Example on next slide…
  • Full size image on blog: http://emailmarketingtips.verticaltraction.com/2010/03/02/6-easy-steps-to-implement-an-email-segmentation-strategy/
  • Tagging Links Explained
    • The stuff after .html:
    • yourdomain.com/retirement-planning-consultation.html?segment=A
      • The ? after .html tells the web server it’s not part of the page name – just extra information
      • segment=A makes segment the variable name and A it’s value.
      • If your link already contains something like .html?something=X then all you have to do is add your variable to the link like with the & sign: yourdomain.com/retirement-planning-consultation.html?something=X&segment=A
      • The & allows you to create a second tag or variable on the link and your web server will most likely ignore the extra information
    • NOTE: Variables won’t break your link and most web servers will ignore them.
    • Your page will still show up. Test it. If you use a CMS that looks for variables,
    • follow bullet 3 above.
  • Sending Email to List Segment
    • Some ESPs make targeting segments easy
      • Select attributes at time of send
      • Create a report based on attributes and send to that report
      • Countless other methods…
    • If you don’t have this feature, upload each segment to a separate list
  • Automated Email Segmentation
    • Some ESPs have logic to filter and segment recipients based on behavior, including:
      • Clicks, opens, page views, data uploaded via API
    • Create a filter based on clicks:
      • Prep your links as shown previously in the manual segmentation example
      • Create a rule or filter based on the link or the variable in the link
  • About
    • I’m a 15-year veteran of interactive marketing
    • For the past 6 years, I have focused on email marketing and squeezing out every last percentage point possible in email response rates
      • Rob Van Slyke
      • Interactive Consultant
      • [email_address]
      • 713-681-7771
      • vertical traction
      • GET A GRIP on your web marketing strategy
      • Advanced Email Marketing Tips Blog
      • http://emailmarketingtips.verticaltraction.com/
      • http://www.verticaltraction.com/
  • Follow Me Online
    • http://emailmarketingtips.verticaltraction.com/
    • http://www.twitter.com/robvanslyke
    • http://www.linkedin.com/in/webmarketing
    • http://friendfeed.com/emailmarketingtips