Segmentation and targeting
Improving open rates
Testing
Timing and frequency
Behavioral targeting, trigger emails, etc.
Learn how relevancy drives response and the various different ways you can split up your email list to ensure you hit the target more often. Segmentation of your address database is widely regarded as a proven way to improve responses and results.
Latest from the blog
When email personalization goes wrong
Warns about the potential problems of using first names in bulk emails without first cleaning up your database.
Popular articles:
Targeting too difficult? Start simple - it works
Suggests you shouldn't be put off by the jargon and complexity of much of the discussion of targeting in email marketing. You can start off small and simple and still win the segmentation game.
Target and don't target, too
Explains how an email must drive direct and non-direct responses, which has consequences for the kinds of links you include.
But surely my emails are relevant?
Just because people signed-up to your email list, doesn't mean they will like what you send them. This article explains why.
Articles:
Managing multiple email sources
Discusses how you might segment your list by acquisition source and send each "source" a different stream of messages.
Why segmentation makes sense
How to be relevant
Both articles make the case for segmentation and then suggest some ways you might split up your list.
Profit from email
Some ideas and examples of how to segment your list.
Make use of past purchase history
Explains how to use transactional data to better target and customize your emails.
Back to basics on email personalisation
Describes how you personalise emails without taking a degree course in advanced database theory.
ROI through relevance
Discusses those areas of your email marketing program that support more relevant messaging.
Questions to ask your subscribers
Addresses the issue of getting subscribers to tell you their preferences and demographics (includes examples of best practices.)
Superior sign-up practices
Some handy hints on data collection and planning the flow of the subscription process so that you have the right information for future list segmentation.
Permission-based email marketing essentials
This introduction has some suggestions on building up and using relevant data, and how offer codes can help you track the results of the subsequent targeting efforts.
Email segmentation for small business
Some tips on how those with fewer resources might approach the topic.