To segment or not to segment?
I don't know the answer - do you?
I'm having this debate right now and would love your help. As a multi-product retailer, what is the role of e-mail? Is it to drive people to your website so they can choose what they like? Or, is it to give them such relevant e-mails (you always lead with what they have shown interest in) but open up the door to other options?
I'm on the fence on this one. What do you think?
Need more details? Let's try this example.
Pretend you're getting an e-mail from a multi-product retailer like Sears, Target, or even Walmart. At any point, your interest in these stores could vary wildly from shopping at them to get children's shoes, to a pack of gum, to a screwdriver to jewelry. And, just because you bought one genre of product this trip, doesn't mean that it's an indicator of what you'll buy from that location next time.
In the print world, these entities send you free standing inserts (FSIs) and print newspaper ads that blanket the best products and deals. Yet, in the social world, blogs and posts tend to be product specific - e.g., "Save $10 at Target on all Cosmetics This Weekend." So, here we have very different channel-specific approaches.
The question is, what is the right approach in e-mail? There are two schools of thought:
Both of these options have merit. Both of them appear to have very valid points for and against the usage. If you had to put money on which one will move the monetary needle the most, and most effectively over time, which one would you choose?
Know your Ambiguous Customer: Effective Multi-Channel Tracking
Wednesday, June 5 at 1pm ET - Learn why a move from the "batch and blast" email approach enables better conversations with your customers.
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Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
June 5, 2013
1:00pm ET / 10:00am PT
June 20, 2013
1:00pm ET / 10:00am PT