“Retail Marketer’s Playbook: Your 180-Day Email Marketing Game Plan With Top 5 Plays” is a white paper, which we will take a look at here over the next few days. Written by Heather Blank, director of strategic services for Responsys, it includes five strategies for successful email marketing. Even better, it is especially for retailers.
“Typical retailers,” Blank writes, “still rely on high-volume, low-relevance campaigns to generate the majority of their email revenue — but they fail to build real, long-term value by delivering a differentiated customer experience at every stage of the customer lifecycle.”
And that takes us to Blank’s Play No. 1, which is to refine segmentation tactics. Segmentation, she says, is the logical grouping of customers with similar interests or characteristics for the purposes of sending more targeted email messages.
This is, Blank says, “the most fundamental — and arguably the smartest — move an email marketer can make.” A retailer can create segments by observing what products people are browsing, buying and not buying online.
“Use whatever data you have available,” Blank says,” — previous email or web site click activity, purchases, or more structured data based on recency, frequency, monetary analysis — to identify your best segment categories and send more relevant content to subsets of subscribers.”
How do you do this? Well, according to Blank, you create different versions of your messages to appeal to the different segments. “As you learn more about your customers you’ll be able to uncover additional categories and further refine your segmentation strategy for greater relevance and return on investment.”