Feb
22
2012

Four tactics for smarter email segmentation

The 2012 Digital Marketer is almost here. There’s so much good information that we couldn’t wait to share it with you. Here’s a preview of four major ways to approach making the most of the data you have to communicate with customers based on their unique wants and needs:

  1. Email behaviors — Has this person opened my emails in the last 60 days? If so, for how long? And on what device? Which communications are most engaging, and how do I maintain this engagement?
  2. Transactions — On what day of week does my company experience the highest email transaction rates? Have any offline/in-store transactions been made as a result of my email marketing? Which types of offers/messages drive the most transactions?
  3. Web analytics — How many times has someone clicked on my emails before they actually purchased? Are there items left in their shopping carts about which I should remind them? Have they browsed but not purchased and can I re-engage them? Which types of emails drive higher click-throughs and engagement on my site?
  4. Social media information — What brands does this customer “Like” on Facebook? Have they mentioned my company, or any of our products, on Twitter recently? What did they say? Which customers exert more social influence, and can I leverage them to promote my brand?

Click here to pre-order the 2012 Digital Marketer report and be the first to get it this March. Also, be sure to check back weekly for more valuable insights.


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