EMAIL BEHAVIORAL SEGMENTATION
Behavioral-Based Segmentation: Targeting email recipients based upon actions they've taken ("behavioralbased segmentation") is probably the dream of many email marketers. Why? Quite simply this approach probably portends the single greatest opportunity for dramatic improvement in results. Examples of behavioral-based segmentation include sending emails to recipients who have or have not opened an email or series of emails, who have clicked on a specific link, who have visited specific pages on your Web site or who have purchased a specific type of product.
Sound daunting? Actually it is not that difficult to implement, but it does require some strategy and a little extra effort. Consider getting started with a simple program such as sending a follow-up email to recipients that did not open your most recent email or who clicked on a specific link. Click here for a sample case study based on sending a corrections email to recipients who clicked on specific product links.
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Web Site Activity Tracking: As mentioned in last month's article Email Metrics: Lies, Damn Lies, open and/or click-through statistics can sometimes provide a misleading or incomplete picture of your email results. By using Web site action tracking (a line of code placed on each Web page you'd like to track), you are able to connect the
dots all the way through to purchase or other desired actions. This complete picture is particularly critical when conducting split tests.
Automated Trigger-Based Emails: Trigger-based emails can be generated when a recipient takes an action such as opening an email, clicking on a link or submitting a form. Additionally an email can be triggered if a customer or subscriber's profile changes or matches a particular demographic. Triggers can be used for a variety of scenarios such as to automate sales lead notifications, confirmation emails, send thank you messages for completing a survey or to send a follow-up offer to a recipient that clicks on a specific link.
Data Integration: So you've captured data on your customers and prospects in your ecommerce, sales force automation, CRM, customer support or other system. Have you integrated this powerful information into your email marketing system? By using an API (Application Programming Interface), for example, you can automatically have this customer data uploaded to an email marketing application such as EmailLabs. Integrating this data enables you to implement a highly personalized and targeted email program and also ensures up to date data and eliminates the need to manually upload your data.