| Most segmentation analysis tests for email campaigns | | | | response rates they get. |
| will show that the most of all the response you will | | | | Hitting new customer segments with the same sales |
| ever get from a newly registered email name will | | | | message you are using to stimulate "reactivations" of |
| come to you within the first 6-8 transmissions. | | | | older email segments is a mistake. In many cases you |
| Strategic segmentation for your email list can help | | | | are actually down-selling your hottest customers. |
| you make the most of this valuable information. | | | | Instead these new customer segments should be |
| There are several ways you can strategically | | | | regarded as prime targets for up-selling and migrating |
| segment your email list: 1. New to file, new | | | | to higher ticket items. This approach will increase the |
| customers and leads 2. Source, online offline etc. 3. | | | | lifetime value of the customer. If you can effectively |
| Recency of purchase 4. Number of emails already | | | | automate this process then do so. And if your |
| sent 5. How much money have they spent | | | | average sale is high enough you may want to actually |
| All of these email list segmentation strategies have | | | | start manually responding with customized sales |
| merit depending on your business model. The way an | | | | pitches to your new customers especially for the |
| e-commerce site selling products in a shopping cart | | | | first few highly lucrative sends. See email marketing |
| will approach customer segmentation strategy will | | | | response rates. |
| differ from how a lead generation site will approach | | | | New Leads Segmentation Segmentation strategies |
| segmentation. | | | | for new leads (newsletter sign ups, contest entries |
| However, one type of segmentation is always a | | | | etc.) are different from new customer segmentation |
| good bet... new to file email contacts. These folks can | | | | strategies. But some of the same principles apply. |
| be buyers or leads but in both cases they justify a | | | | Don't just throw your new leads into the same pot |
| solid segmentation strategy. | | | | with all your 12m leads. Again these leads are most |
| New Customers Segmentation: New customer | | | | likely to reply within the first 6-8 transmissions, after |
| segments should not be simply pooled together with | | | | that they start to tune you out regardless of your |
| your 12 or 24 month buyer file. Remember, after | | | | message. In fact if you are a B2B company trying to |
| about 8 transmissions these people are going to start | | | | convert these leads by phone you may want to hold |
| tuning you out. And that's even if you are relevant | | | | back from email until you have exhausted the phone. |
| and interesting. So, if you are going to get anything | | | | You'll always get a better response by phone. |
| good out of your email promotions you better do it | | | | If you are approaching new lead segments by email |
| in the first 8 sends. | | | | then think of each of your 6-8 first sends as a |
| 12m and 24 month buyer files often contain mostly | | | | sequence of persuasion. And this persuasion should |
| one time buyers and customers who have not | | | | be pointing these leads towards higher life time value, |
| purchased for a long time. Approaching these folks | | | | higher ticket sales and so forth. |
| with discounts and sales focused on "reactivating" | | | | Don't start off by offering deep discounts and sales |
| makes sense. Most people have tuned you out but it | | | | or other low margin tactics. Yes, try these methods |
| only takes a few responses to make email "pay" for | | | | after all else fails but use these first 6-8 email sends |
| itself. So the average business will continue to blast | | | | as unique opportunity to develop high margin sales. |
| away at these customers even with the pathetic | | | | |