Recommendations from 25 experts in the e-mail industry on how much segmentation you need.
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 the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
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December 2, 2015
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Wednesday, December 9, 2015
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