"There is an ongoing debate among email marketers that is focused around the recipients you should either include or exclude from your mailing. There are basically two schools of thought: 1) Get to a 1:1 state and 2) Send away -- Oddly enough, both have some merit, and are likely the correct answer to a very specific situation within your mailing portfolio, but as a broad stroke approach either could fail on its own. Let's dig into the pros and cons of these very real scenarios."
"According to a recent infographic from Monetate, 30% of marketers who segmented their email lists experienced higher open rates and 50% experienced higher click rates. "
"while more than 50 percent of retailers plan to increase their email volume either slightly or significantly this Christmas-shopping season, just 21 percent have invested in segmenting technology in the last year, according to a survey by Bronto Software."
Read how Hewlett-Packard is targeting two percent of its email database to drive higher engagement and generate 300% higher open rates and 600% higher clickthrough.
while most marketers realize that email is here to stay, unfortunately, that doesn't exactly mean certain email marketing best practices have caught on. Segmentation is one such best practices.
Here are 6 things we recommend that take place more or less outside the email but nonetheless work to increase the relevance of your email campaign and serve to increase clicks, reduce churn and reconnect with inactive or lost subscribers.
hundreds of marketers who grew up in the direct mail industry are using RFM for email marketing. They look very professional with their RFM coding and response charts. What they cannot do, however, is show how RFM is making money over other ways of segmenting their house file. A better option than RFM is customer segmentation by the type of product they bought last or when they made their last purchase. Sending emails that contain dynamic personal content will get your emails opened. Using the customer’s previous history in your email will get that person to click on your links. If you know, for example, that some of your customers are college students, others are women with small children, and a third group are empty nesters over 55, and can create different content for each group, you may increase sales far more than any mailing based on RFM codes.
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