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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: You can even go one step further and segment your list based on click-through data from multiple past email campaigns: eg. those that downloaded the white paper, but didn't register for the seminar. You can either use you imagination to predict whether a recipient will respond to certain email offer or you can base your prediction on the recipient's past "click behavior". Give it a try. You may find the results are impressive.

.:: posted by Tamara | Permalink ::.
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