Email Segmentation 101
DATE: February 14, 2012
LENGTH: 1/2 Hour
"Email Segmentation 101" is a free, 30-minute webinar. The presenter is Carolyn Nye, email marketing manager for USAData, a consulting and technology firm. She is also a Practical eCommerce contributor on the topic of email marketing. The sponsor is Bronto, a leading email marketing software provider.
The live webinar was held Tuesday, Feb. 14, 2012 at 12:00 Noon Pacific / 3:00 p.m. Eastern U.S. time.
Segmentation Improves Results
Many ecommerce merchants rely on email marketing. But the results can be greatly improved if the emails are tailored to the specific circumstances of each recipient. For example, an email recipient in Alaska may respond differently than one in Florida. An infrequent customer typically requires a different message than a frequent one. And so on.
Segmenting emails based on the habits and circumstances of each recipient may seem difficult. But it's not. Most every email service platform offers segmentation options. Even the smallest merchants can benefit from it — as do the very largest.
The Basics of Email Segmentation
Carolyn Nye will explain four common email segmentation strategies for ecommerce merchants. She will address how to create the actual email templates and how to match the segments with your database.
Date. There are purchase-anniversary dates, expected replenishment dates, birthdays, and holidays. We'll offer ideas for date-generated segments.
Geographical. Where recipients live can greatly affect their buying habits. There are different states, different countries and even different parts of a city, such as the location to the nearest retail location.
Past purchasing habits. Customers that purchase different products should receive different emails. In fact, past purchasing habits include the products, their prices, and the shopping traits that those habits convey.
Email activity. A recipient's prior email activity — such as opens and clicks — can indicate the need for a new subject line, content, and offer. We'll explain.
Q&A Follows Presentation
Following her presentation, Nye will respond to questions for attendees.
About the Presenter
Carolyn Nye is email marketing manager for USAData, a provider of consulting and data solutions, where she is responsible for the planning and implementation of email marketing programs — including highly-successful triggered and transactional email campaigns that engage customers and drive sales. Previously she was online marketing manager for S&S Worldwide, an arts, crafts and educational supplier. She is also a contributor to Practical eCommerce, addressing email strategies for ecommerce merchants. She holds a B.S. in Marketing from University of Massachusetts at Dartmouth and is currently pursuing an M.B.A. in Ecommerce and Global Marketing from University of New Haven. @CareNye
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