What's new on B2BEmailMarketing.com:
I moved this blog to a new platform. These are the 10 newest blog posts on www.b2bemailmarketing.com (click on a link to read the post):
You'll find more email marketing articles and resources in these categories:
- Case Studies
- Copywriting
- Deliverability
- Design & Layout
- Email Service Providers
- Events & Seminars
- Fun stuff
- Getting started
- Landing Pages
- List Management
- Messaging
- Metrics
- RSS
- Spam & Legislation
- Strategy
- Studies & Research
- Targeting
- Terms & Definitions
- Testing
- Trends
Thursday, March 31, 2005
Using Click-through Data as a Segmentation Attribute for Targeting (part 1)
A JupiterResearch report released in January, based on a November 2004 survey of 680 companies, showed that just 35 percent of email marketers used click-through data when deciding which customers to send promotions to. Click-through data, however, can be a very effective segmentation attribute for targeting. Let me try to explain with an example: Company XYZ sends out an email campaign to a targeted list of recipients promoting a white paper. A week later they send out a couple of follow-up messages to various subsets of the original list:- the same message is sent to all recipients that didn't open the first email (using a different subject line)
- a new message is sent to all recipients that opened the first email but didn't click-through to download/order the white paper (using a different subject line, a different message, but repeating the same offer)
- a new message is sent to all recipients that clicked-through but didn't download/order the white paper (using a different subject line, a different message, and a different offer - maybe they didn't find the first offer attractive enough)
- a new message is sent to all recipients that downloaded/ordered the white paper (the subject line refers to the white paper, the message refers to the download and invites recipients to a new offer, eg. attend a seminar)