Personalization is one of the marketing topics that will never lose importance in coming years. As the first step of personalization, the segmented audience is a key to planning a successful marketing campaign. Whatever the sector is, marketers need to prepare bulk e-mail campaigns aligned with their customers’ preferences and interests. Also, they need to use the power of permitted marketing to increase the satisfaction of their users. Without these elementals, it is hard to create successful engagement and reach high rates of interaction.
How often should you send the bulk e-mails?
Sending frequency is a critical element in the overall success of e-mail marketing activities. Sometimes, customers can lose their interest. Customer’s attention should be kept alive via interesting subjects and titles.
A customer may belong to more than one segments, and that’s a tricky situation when sending bulk e-mails. To achieve frequency efficiency you should pick one segment and make the delivery, otherwise constant e-mailing will lead to loss of customers.
If you are setting up your bulk e-mail campaigns for the first time, we suggest creating test groups, sending them by different messages, and analyzing the interests of your customers to make better decisions. Some e-commerce brands are able to create daily or weekly calendars with daily new arrivals, shops to close, starred days, campaigns, etc. scenarios.
Let’s detail some useful segmentation ideas:
Geographical: If you provide location-based services, your customers may show local interests and these should be paid attention. Segmenting from the beginning based on location allows you to better analyze and control masses. After geographical segmentation, you can apply the following segmentation ideas to your masses.
Demographic: You can segment your customers by criteria such as age, gender, income. Gender segmentation can empower the service your brand offer. For example; gender-based segmentation is very important in a campaign that a bank will push a personal care brand serving mostly women. Another useful segmentation can be made according to customers’ shopping habits. It can create cross-sell and incremental sales opportunities.
Interaction Based: Interactions like open, read and click are important metrics for campaign success. Also, these metrics can be used for segmentation. For example; it may be very useful to have a bulk mail campaign to the people who haven’t logged to your e-commerce site in the last 30 days or haven’t opened the e-mails in a specific period.
Shopping Based: It is possible to make many variations aligned with shopping activities of users. For example; you can organize a promotional campaign for shopping to increase the average of basket spending from 50 USD to 100 USD. You can send different campaigns to different segments created via shopping analysis.
Many factors affect e-mail marketing efficiency and segmentation should be one of the top priorities. It’s still one of the basic steps to reach next level personalization which can be summarized as serving to the segment of one.
Feel free to contact us to increase the effectiveness of your e-mail marketing efforts.
Big data has gained a great importance in recent years, along with private marketing efforts. The important point is that big data is used as an individual for the individual person, and hyper personalization is the main topic in our agenda nowadays. With hyper personalization, we are now going further than the classical segment and planning marketing activities to be done instantly according to the needs, desires and preferences of the person.
You can find out more about our Audience Manager product which can help you with hyper personalization and personal marketing solutions, or you can contact us for more detailed information.