Web Marketing Category
List Segmentation Makes Email Way More Effective
Audience segmentation has blasted way beyond simple demographic and psychographic descriptions of markets. Sophisticated email marketing schemes can suck data about your customers from Facebook and other sources and target obscure markets like guys who enjoy pilates, frozen dinners, and Finnish beer. Get started now with basic email segmentation, or you’ll have a nervous breakdown when big data and marketing automation hit your doorstep.
Not many small businesses have the resources to use or buy big data to target messages to individual consumers. But you can put segmentation to use in your email right away. Most email platforms, even the bargain basement brands, offer some capability.
Why should I care?
You can send tailored information to small but important parts of your audience and make them like you. Why pitch a $500 driver to a novice golfer, or beer to a self-professed wine nut. It makes your company seem out of touch.
Because your content is more relevant, you can celebrate by kicking back, popping open a can of your favorite Finnish beer, and start raking it in big time.
Better numbers. The positive or negative performance won’t sway the analytics for your entire list. At Ideopia, we can always count on our friends and family list for a 60% click-thru rate with our eNewsletter. Great numbers, but they’re outliers when it comes to the performance of our overall list.
Zero in on the most profitable customer segments, and super serve them with customized content.
If you don’t have the resources to write 6 different newsletters then swap out the lead stories only. Still pressed for time? Reduce the length of your stories, or mix it up with Vine video or infographics.
How do I get started?
Sign up with an email marketing web application that handles segmentation. Here’s a helpful review of the most popular email marketing solutions.
Set target metrics or KPIs for each segment. Determine the most meaningful segmentation of your list. With any luck, your Customer Resource Management (CRM) system has already figured this out. Examples could include distributor / direct, gender, brand preference, geography, mobile vs. desktop, business category, etc. Start slowly; this is a journey, not a destination.
Modify your email address capture system, like web forms, to gather segmentation information.
Consider using information commonly available through your website, like time spent on a specific page, referral source (social media, landing page, search term).
Get help! Recruit the product manager to write stories about their category. Put the people in your company who love your products and want to express themselves writing first-person pieces, or creating Vine Video. Assuming you want to see your family again, you will need a content team.
Stagger your mailings, so the editorial crunch doesn’t hit on one day.
You can do it! This first step isn’t technologically difficult, it just takes the grit to plan and organize. You’ll see unsubscribes go down, and conversions and brand loyalty go up.
Is Segmentation Creepy?
Learn more about content and email segmentation with these posts:
Marketing to Teens? Try These Website Tactics.
You would expect the smartphone generation to navigate the web effortlessly. But, a new study released by Nielsen Norman shows that teens (13-17) might be more confident than capable of using the Internet.
One of the biggest differences between adults and teens was the ability to complete tasks given by the researchers. e.g. buying a sweater in an e-store. Surprisingly, adults were 14 percent more successful at completing their assignments.
So what’s going on? Jakob Nielsen notes that teens have “insufficient reading skill, less sophisticated research strategies, and dramatically lower levels of patience.”
It’s also possible that old people (25-35) build many teen targeted websites and serve up one-size fits all web experiences.
How to Repel a Teen from Your Website
Call a teen a kid, and you can kiss that sale goodbye. Teens resent being lumped in with kids. So watch your language and title on
Slow loading graphics or widgets repel teens. Most of them use secondhand equipment with slower computing speeds and Internet connections. Remember, this is an impatient audience.
Getting personal. Teens value their privacy. They’re very suspicious of any attempt to shake loose personal information. So don’t ask!
Are you targeting teens on the web? We highly recommend reading the entire overview report on the Nielsen Norman web site.