E-Marketing Segmentation

May, 2008
It’s more important than ever

Marketing Sherpa recently held their e-mail marketing summit in Miami. On our Direct Marketing Blog, we reported on all 12 of the key takeaways from this conference because we found them so compelling.

We wanted to highlight one of the key takeaways in this months’ newsletter to bring this point home: It’s time for e-mail marketers to start including segmentation as part of every campaign. The side benefit–with e-mail the results can be analyzed so quickly that you get the instant gratification of knowing that your analytical work is, indeed, working.

Key Summit Takeaway: Segmentation grows on e-mailers: With marketers feeling better about getting their emails into in-boxes, it wasn’t surprising to hear them talk more about the next steps of executing successful campaigns — like subject lines, body copy and segmentation. The issues of segmentation and relevancy were — by hook or by crook — party to nearly every discussion heard during the three days. And an increasing number of marketers are splintering their lists into up to 12 or 14 different files.

The focus has shifted to relevancy and the importance of segmentation,’ says Jayne Lytel, Executive Director, The Early Intervention Network. ‘It’s almost more important to have a smaller list than to have a huge list that is not performing as well. I plan to go back and clean our lists and segment it better, while not taking the one-size-fits-all approach.

We have a Game-Plan that may help

And, we’d be happy to share!

We’ve spent a lot of time developing our segmentation strategy that has been successfully implemented with some key clients. We’d be happy to share the RRW Advanced Segmentation Game-Plan that provides our tactical approach on developing and implementing a winning Customer Segmentation strategy.

Let us know if you’d like it, and we’ll send it to you immediately. As always, our White Papers are provided at absolutely no cost.

Or, if you’d prefer to chat about your segmentation challenges, give us a call at 503 206 5255 and let’s see if RRW can help you out!