Still making excuses for not segmenting your e-mail list? Jeanne puts four to rest.
Best Buy has a successful new strategy that produced an 8.4 percent increase in in-store sales for the last quarter, including an impressive 30 percent revenue increase in one California store. It’s profiling its customers, identifying the most profitable segments, reconfiguring its brick-and-mortar stores, and retraining in-store associates accordingly. So what does this have to do with email?
Best Buy is taking online concepts, which are the foundation of great email marketing, and applying them offline. The lengths it’s going to are impressive. For its "Barry" segment, which represents wealthy professional men, it’ll add leather couches to some stores to create a comfortable environment for watching large-screen TVs and listening to high-end sound systems. Stores targeting "Jills," who are soccer moms, train sales associates to help customers without using such terms as "gigabytes" and "megapixels," which may be intimidating.
These changes are a major capital and training investment for Best Buy. It’s much less expensive to implement this type of strategy with email. So why don’t more organizations, even big ones with household names, do it?
I was curious to see if Best Buy was pursuing a similar customer profile strategy online; it appears to be. Questions about how I use my computer (work, digital photos, gaming), how knowledgeable I am about technology, and whether I visit consumer electronics stores just to browse would seem to give the company the necessary information to segment me. I look forward to seeing what email it sends me based on my profile. And coming from someone like me, who already gets more email than she can read, that in itself is a victory.
Want more email marketing information? ClickZ E-Mail Reference is an archive of all our email columns, organized by topic.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Jeanne Jennings is a recognized expert in the email marketing industry and managing director of digital marketing for Digital Prism Advisors. She has more than 20 years of experience in the email and online marketing and product development world. Jeanne's direct-response approach to digital strategy, tactics, and creative direction helps organizations make their online marketing initiatives more effective and more profitable. Digital Prism Advisors helps established businesses unlock significant growth and revenue opportunities in the digital marketplace; our clients learn to develop and implement successful digital strategies, leveraging data and technology to better meet bottom line goals. Want to learn more? Check out Jeanne's blog and Digital Prisim Advisors.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT