Move Beyond The One Size Fits All Approach

Now is the time to take your email marketing program to the next level, and move beyond the “one size fits all” model, and strive to customize products and services for individual needs. Segmentation can help.

A company that treats all customers and prospects the same speaks to everybody, and thus nobody. Rather than a “batch-and blast” approach, identify the most likely targets for a product or service.

Instead of viewing customers/prospects as single-minded groups, all with the same wants and needs, consider how wants and needs might differ among them, and how those differences might influence their purchasing patterns and behaviors.

The goal is to extract out of your database the “right people” (i.e., the ones that are interested in buying your product or service). Then use dynamic content to create personalized email programs that evolve to match prospects’ and customers’ needs and increase the relevance and impact of your emails.

Gaining deep customer insight and segmentation are the keys to a successful email campaign. Know what motivates your customers and target those who represent the best opportunity. Segmentation is the process of dividing a market segment into distinct manageable groups of consumers that are likely to behave in a similar manner or share a similar set of needs or characteristics, and selecting one or more groups to target with a distinct marketing message.

Email marketers use segmentation for product development, pricing, marketing channel, and even customer retention. Start with a single attribute to divide your mailing list and continue to subdivide until you reach divisions that include smaller groups of like-minded individuals expected to respond to your emails in similar ways, and then send personalized messages that resonate with each group (e.g., subscribers interested in Message A receive Message A; and Message B is served to subscribers interested in Message B).

To learn more about segmenting your list, see the online video tutorial.

To learn about triggered segments, see this video tutorial or visit our Knowledgebase.

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