Seasoned direct marketers know how important "the right offer to the right person at the right time" is in generating higher conversion rates.
In email marketing, the right segmentation strategy translates into better email response—more emails opened, more links clicked, and more subscribers converted into clients.
- What are the specific contact moments for your target group?
- What interests do they have that match your product range?
- How can you set up those email campaigns triggered by your customer behavior?
Depending on available data points, you can craft your message according to your subscribers’ preferences, the actions they have taken in the past, and individual characteristics such as age, gender and geographic location.
To apply this wisdom, you need to come up with a unique list segmentation strategy.
To be successful, It is crucial that you develop a contact strategy.
At Single Entry Point Marketing, you could define contact (subscriber) segments based on three major criteria:
- Personal Interests: In the initial stages of email marketing, work on improving your email list by gathering additional information (=other than name and email address).
- Past Behaviour: Each broadcast will provide you with, at the very least, metrics such as opens, click-throughs and bounces.
- Demographic Information: Use demographic segmentation to determine subscribers within a particular age range and income.