Segmentation and targeting
More material on this topic area.
More articles:
Email segmentation for success
An introduction to the topic, clarifying what it means and why it's a good thing. Includes a range of ideas on how you might divide up your list of email addresses to produce groups of individuals likely to respond similarly to particular emails.
List sizes and segmentation
Basic advice on how to view email marketing success and a selection of ideas for approaching segmentation and overall mailing strategy.
What works for multinational email programs
Sony Ericsson's Agnes Gawel outlines her approach to the whole issue of tailoring campaigns to countries and cultures.
Treat newcomers differently
Highlights the value of those recipients who signed up most recently to your house list and suggest ways to exploit this value sensibly.
Get More from Your Email List
Appeals for more thoughtful approaches to email marketing, particularly in moving away from generic broadcast messages towards segmentation and beyond.
Targeted email marketing campaigns work better
Oft-quoted study with numbers and insights into the revenue and profit benefits of better targeting.
You've Got Permission, Now Deliver Relevant E-Mail
Guides the reader through the ideas of segmentation, personalization and targeting in a call for more relevant and mature email marketing.
The Return on Relevancy
Addresses the characteristics of a nop notch email marketing effort, outlining three different types of campaigns that satisfy the consumer need for relevancy.
One Size Does Not Fit All
Explores segmentation, with some suggested approaches and offers for different categories of recipient (based on RFM splits).
Personalize and Customize E-Mail
Bemoans the prevalence of generic emails and suggests how you might begin the process of customer database segmentation through an evaluation of recency, frequency and monetary outlay.
...E-Mail Relevancy and Frequency
Makes the point that relevancy is critical to email marketing success, using two real-world "bad" examples.
Fuel-Efficient E-Mail Marketing
Offers some thoughts on testing rural customers as a database segment, and suggests some ways to pitch your products appropriately.