In a perfect world, every e-mail you get would be driven off of your actual interactions with the brand sending it. Maybe you haven't been in the store for awhile. Maybe you recently bought online from the site, or maybe you are new to subscribe to the list and most recently searched for "kids' socks" on the site.
In the real world, creating templates that support dynamic datafeeds is difficult enough. Creating database integration points that feed all of the personal and behavioral data you need to speak personally to your consumer is close to impossible. Over 65 percent of companies eliminate all personalization except first name from their programs due to issues with datafeeds and dynamic content generation.
But how much segmentation do you need? And, in reality, how much is too much? I posed this question to 25 people I know in the e-mail industry who I consider "experts" and got this set of responses and recommendations.
How much segmentation do you need? (Unedited comments from various industries.)
Five recommendations to create good segments:
I found these results and thoughts interesting. The recommendations seem like something almost any company could apply, but the perception around the importance of segmentation varied significantly by industry. This is certainly one of those areas where the answer is "it depends" until you are able to dive deeper into the specific behaviors that your brand or industry emulate and define a strategy from there.
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.
May 22, 2013
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June 5, 2013
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