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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 Enterprise application - just a little elbow grease.

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

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