Generate More Revenue Using Marketing Segmentation

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Rolf Myron Underwood
7 years ago
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1 Generate More Revenue Using Marketing Segmentation

2 Welcome! Wendy Griffin Marketing Coordinator Campaigner Marketing Reach out to

3 Questions Use your CHAT window in GoToMeeting to share any questions or comments anytime during this presentation

4 Segmentation Agenda Why use list segmentation? Interesting Stats Advanced segmentation techniques Opportunities and pitfalls How segments can increase your ROI Campaigner segmentation demo Q & A session

5 Segmentation Right person + Right message + Right time = ROI

6 What is list segmentation? Customers from Canada Customers from USA

7 Why Use List Segmentation?

8 Why Use List Segmentation?

9 Why Use List Segmentation?

10 Why Use List Segmentation?

11 Why Use List Segmentation? Improve Your Reputation

12 Why Use List Segmentation? Improved Campaign Performance

13 Spray and Pray is dead

14 Magic doesn t work with ..

15 Data, Data, Data

16 Unsubscribe me please?

17 Spray and Pray is DEAD

18 Interesting Statistics

19 Interesting Statistics The number of marketers not segmenting their lists dropped from 19% in 2011 to 15% in 2012.

Interesting Statistics Segmented email campaigns

20 Interesting Statistics Segmented campaigns produce 50% more click throughs than undifferentiated messages.

21 Interesting Statistics 52% of marketers say they have a great need to improve database segmentation? Well, that's probably because it's not easy.

22 Interesting Statistics 39% of marketers who segmented their lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue. And as you can see, the list goes on.

23 Interesting Statistics Despite the fact that targeted sends have a 40% higher open rate, 80% of marketers are still ing the same content to all subscribers

24 Advanced Segmentation Techniques

25 Advanced Segmentation Techniques Age or Sex

26 Advanced Segmentation Techniques Personal interest and hobbies

27 Advanced Segmentation Techniques Recency Frequency Monetary

28 Advanced Segmentation Techniques Propensity Models

29 Opportunities and Challenges

30 Opportunities and Challenges Quality vs. Quantity Recognizing Realities Maximizing Results

31 How Segments Increase Your ROI

32 Good Example of a Bad Example

33 Good Example of a Bad Example

34 Good Example of a Bad Example

35 Good Example of a Bad Example

36 Where do I start?

37 Where Do I Start? Gather as much customer data as you can and store the data against your customer profiles. This includes customer attributes (location, source, average order value, current lifetime) and actions (products browsed, features used, etc.). The more data you have the better you can segment.

38 Where Do I Start? Dynamically personalize your s with customer-specific data.

39 Where Do I Start? Review your results regularly and implement necessary changes to optimize your current campaigns for profitability.

40 Where Do I Start? Test offers across segments. Be creative perhaps VIP customers respond effectively to non-monetary offers.

41 Demonstation

42 Any Questions?

43 Freebies

44 Thank You! If you have comments or questions about this session, feel free to us at

45 TOP 12 Ways to Segment Your Contact List You can never have too much information. However, data that isn t segmented holds far less value than data that has been properly sliced and diced. So if you aren t already segmenting your contact lists you should be! Segmenting your lists gets the right message to the right audience at the right time. Smart use of segmentation tools means higher open and conversion rates for your campaigns boosting campaign results and ultimately driving more sales. Here are a few different things you can ask for when you re building your contact lists: Age Know the age of your readers to better optimize your content towards certain types of products and services. Offer age ranges or ask for the recipient s birth date. Knowing your customers birth date can also be valuable for sending specific birthday promotions. Male/Female Ask if your customer is male or female. This can be a great a way to send them targeted s based on the different products or services you have. Some contacts may be interested in deals for several members of their family, so carefully consider how you phrase this question.

46 Where are you from? Finding out where your contacts live can be tremendously useful. If your store has a physical location, you can send in-store coupons for local customers. For best results, ask for a zip code/postal code, or have the contact select from a list of geographic regions. Size of company Know the size of your customer s company to better target products or services based on their company profile. Provide ranges (e.g employees, employees, etc.) for your contacts to select from rather than allowing them to enter a number. Industry Maybe you have different products that can be great for different industries? If you re selling to other businesses, you ll want to customize your content and promotions per industry. Have contacts choose from a list of your principal industries so it gives you an idea of what you could be sending their way.

47 Purchase history You may know customer purchase history, but segmenting your list with this knowledge can certainly put you at an advantage. Let customers know you care about what they think, and then reward them with a coupon or ask them for a review on a product or service they have received from you. VIPS Big spenders, repeat shoppers, and high-profile customers these deserve special attention. You could offer these customers special promotions or even invite them to exclusive events you are hosting. You should base this segmentation on your personal data and keep it private because some customers may not self-identify with the labels you place on them. Coupon use SAVE 20% Many customers only make purchases with coupons or discounts. Identify and target this segment during any promotional event for the highest engagement. If customers love coupons why not hit them up with some every now and then to achieve more sales?

48 Shopping cart abandonment If you have an online store, you can use segmentation to follow-up with customers who abandon their shopping carts. Shoot them a reminder that they have left items in their cart and direct them back to your website. You can also request feedback as to why they didn t follow through with sale. Event attendance When you know which customers or prospects attended past events that you hosted, you can follow up accordingly. It also lets you promote other events or parties that they may be interested in attending. You can collect this information directly at the event and then upload it into Campaigner s marketing solution for more effective subsequent outreach campaigns. Number of children or family size If you know which contacts have children, you can send family-oriented promotions and deals that grab their attention. You can also target customers with no children or who may be empty nesters.

49 Organization type There are several different types of organizations such as non-profit, government, franchise, e-commerce, etc. For B2B marketing, segmentation by organization can result in more suitable content which will end in a higher engagement level and more effective marketing. Campaigner marketing gives beginners the simplicity they need to start sending s today, and large volume senders the robust features they need to automate and segment their strategic drip marketing campaigns. Ready to try Campaigner? Take a free trial today! CPDS All rights reserved. Campaigner is a registered trademark of j2 Global Canada, Inc.

Here are a few different things you can ask for when you re building your contact lists:

Here are a few different things you can ask for when you re building your contact lists: TOP 12 Ways to Segment Your Contact List You can never have too much information. However, data that isn t segmented holds far less value than data that has been properly sliced and diced. So if you aren