FIGARODIGITAL.CO.UK
Choose Two Or More Segments
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Personalisation and Automation In Email
Point Plan:
Ben Tomlinson, Product Marketing & Partnerships Manager at Communicator, takes us through the ten steps of email automation which will enable us to finally kill ‘batch and blast’.
Be selective about what you want to start tailoring content to. In an ideal world, this would be
informed by your organisation’s target market segments (if you’ve defined them) but, if not, it could be as simple as grouping your products together into likely categories.
For example, people who like
skiing, city breaks and travel long haul are categorised as “adventurous holidaymakers”, and people who like beach holidays or cruises are categorised as “relaxed holidaymakers’”. Classifications such as age range or family situation can also help to reveal what kind of content might be best suited to each consumer.
Adjust Your Data Collection Process
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You want to make sure everyone who signs up to your list is placed into either one of your
segments or is defined as an additional ‘does not fit target segments’ pot. This can be implemented either as an additional required selection the user must go through at the point of sign up, or included in a call to action of the welcome email you send them. You can always try incentivising
data collection, too. Leverage your product to your advantage- in the long term, it will be worth it.
Don’t Forget About Your Current List
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Targeting the customers you already have is important too. After all, retention is far less
expensive than acquisition. Your approach should be tactful, however. Plan a series of emails that ask your recipients to update their preferences so that you can define them in one of the new segments. Incentivise this process and add
the call to action to all of the emails you send dynamically, until the recipient goes through the process of updating their records.
Start Tweaking The Content Of Your Emails To Target These Segments
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There are numerous ways to do this. By generating different creatives you can select
what is most likely to appeal to each segment. Alternatively, you might change smaller sections of the same email and tailor these parts with content that would likely appeal to each segment. A great way to do this is by using Dynamic Content, which changes as needed in real-time. This can provide the anticipation or urgency required, depending on your campaign objective; for example, a live countdown for an offer’s availability.
Get Behavioural 5 58 issue 30 summer 2017
Once you’re comfortable with your segments, you can start to add another layer to your
segmentation – with behavioural
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