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BizReport : Email Marketing : October 28, 2010

3 tips for better email personalization

Although email is the grand-daddy of online marketing efforts, there is still room to grow. Many marketers are beginning to focus more effort into targeting and segmenting messages, solutions that should help to increase engagement and click-thru numbers. However, just as ad creative takes specialization so do targeting and segmenting.

by Kristina Knight

The new tool from Campaigner may shorten the learning curve because it allows segmentation to be done through filters. The filters use information from a customer's profile as well as past campaign open or click numbers so that, with each campaign, the prospect is given more of the type of information they interacted with in the past.

Steve Adams is the Vice President of Marketing for Protus, the provider of Campaigner email services. He says that segmenting and targeting email lists go hand in hand. "Segmenting your email list vastly improves your ability to target your message, which then helps improve how many emails get opened and how many recipients click on a link to learn more. It connects you to your customers and enables you to build a long lasting, profitable relationship," said Adams.

Adams suggests segmenting email lists into three basic areas: Interests, Spending and Interaction so that email messages can be targeted to those specific categories. Interests are fairly simple, but Spending and Interaction may require more effort. To segment by spending, for example, marketers need to create both high- and low-spending lists. For Interaction, lists need to be created for consumers who click, those who open and from there segment even more. Once you know where a consumer clicked, you can segment according to items of interest.

There is one more segmentation trick: Local Segmentation.

"[Localized segmentation] allows you to better target your message toward your audience," said Adams. "For instance, perhaps customers and prospects in one area have different interests that those in another, or you offer different levels of service in different areas. If that's the case, separate [those areas] into multiple lists."

Tags: Campaigner, email marketing, email personalization, email segmentation, Steve Adams

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