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Advanced or trigger-based segmentation can deliver higher open rates,Microsoft Office 2010 Home And Business, click-through rates and conversions than typical email marketing campaigns. Despite that, only a minority of firms use this and other advanced tools and technology in their email advertising campaigns, according to the recently-released "Email Marketing and advertising Industry Census 2010" from Econsultancy and Adestra.
Basic Filtering Technology
Barriers to adoption likely are the higher investment in resources and time required for such campaigns. But even a basic filtering technology can yield some additional benefits, according to Website Magazine.
It points to BidMyCleaning.com as an example, which segments emails based on frequency, depending on whether they have signed up for recurring service or whether they have received service once or twice. Also, location-based segmentation allows the cleaning service provider to target seasonal offers or to boost business in specific markets.
3 Dimensions
Another way to approach segmentation is to divide email recipients three dimensions,Office Standard 2010 Key, according to Jack Diego, a product manager for Lyris HQ Web Analytics. These can be such high-level categories as demographic, behavioral or campaign dimensions. Then, analyze how important each one is to your business, hone in on sub-categories, and filter out other data that is just creating noise.
"People often forget that great insight can be gained from the analysis of something that hasn’t happened - the negative of a segment - or isn’t the case,Windows 7, rather than from what has happened or is the case."
For example, traffic 'not from California' could be a more important dimension for your business than 'from California,' he said. "Be sure to think about the negative, and have the ability to collect such data and use it when creating your segments."
The last step in this process is to combine the three dimensions to get the most important segments."The intersection of a specific combination might yield immediate value and provide direction for your marketing efforts. The end result is what most tools refer to as advanced segments or advanced segmentation."