Reader profiling for personalized newsletters.
A reader recently inquired about client profiling and segmentation. This newsletter publisher needs tips on audience profiling to personalize a newsletter. It’s a topic I’ve touched on before but certainly bears digging into.
Like many elements of a strong newsletter strategy, segmentation doesn’t happen overnight. You may be lucky enough to start with some key identifiers. For the most optimized personalization, you’ll establish a process to build up increasingly more information over time. Use it to drill down until you know every little nuance about your readers that relates to how they think about, evaluate, buy, use, recommend, curse, love (or hate) your product or service.
Of course, there are obvious ways to segment. Geography may seem like a pretty simplistic segmentation tool, but it can carry more weight than you may realize. In the high-tech industry, our clients around the country bought technology products differently. In pockets of high-tech hubs, such as Silicon Valley, Massachusetts’ Rte. 128 area, and North Carolina’s Research Triangle Park, early adopters were always found. Think about geography not purely in terms of location and proximity, but also as an indicator of buying patterns and other influences on your product’s or service’s purchase cycle.
The same applies to job title and function. A CFO wants to know about return on investment (ROI), especially in this economy. A programmer/analyst just wants to find better tools to do more work with less. When combined with job title, job function sometimes goes beyond the basic information of what people do for a living. It often defines how they relate to your product or service. Are they potential users with no buying power? Or do they control the purse strings?
The most important segmentation category is the kind of information readers want from a newsletter. Do they want product specs, ROI analyses, functionality tips, or information about how other customers use your product? Do they want to hear the joke of the month?
How do you get all this information? Here are a few ways to start:
This should get you started on segmentation. Done something interesting lately? Let me know!
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Kathleen Goodwin is the former CEO of IMN (formerly iMakeNews), specializing in customer acquisition and retention through permission-based e-newsletters. For nine years, she was vice president of marketing for Ziff-Davis' publishing division, where she oversaw the marketing of all print publications and their early online siblings. She also serves as an advisor to early-stage companies and has been responsible for several successful new-business launches.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.