Segmentation Screwups: How Do You Recover?
by Justin Premick on December 30th, 2008Email segmentation is a funny thing.
Used well, it’s one of those little extras that separates professional email marketing campaigns from disparate sequences of “spray and pray” messages. It gets more of the right message to the right people at the right time, and it amplifies your response.
Used poorly or mistakenly, however, it can amplify the wrong kind of response.
A pair of emails I received the other day demonstrate this and give us a chance to see how we can respond to our own segmentation mistakes.
Let’s have a look…
Continue reading “Segmentation Screwups: How Do You Recover?”
Comments: 21
Email Segmentation: Easily Target Customers
by Justin Premick on October 27th, 2008In two previous posts on email segmentation, we discussed how to target several groups of subscribers who have not yet purchased products/services from you yet.
These are all groups of people you can target to make your email marketing more effective, and I do strongly recommend thinking about how you can make your campaigns more relevant through segmentation.
But if you’re a believer in the idea that a customer is more likely to buy from you again than a prospect is to buy from you once, you’ll want to pay special attention to today’s tip:
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Comments: 1
Email Segmentation: More Groups To Target
by Justin Premick on October 17th, 2008In a previous post on email segmentation, we looked at how to isolate and target people not opening your emails, and people who open them, but don’t click on links in them.
These groups (as defined in this article) are people who are not engaged with your regular email marketing campaigns and may need special attention to get them to interact more with your emails.
Today, let’s look at 2 more groups you can segment and target to improve your results:
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Comments: 7
Email Segmentation: 5 Groups You Can Easily Target, Part 1
by Justin Premick on October 15th, 2008Over at Clickz, email columnist Jeanne Jennings has a great introduction to email segmentation.
She breaks down subscribers into a few groups based on their activity, and points out that you can (and should!) communicate with each group differently.
In a series of 3 posts, we’ll look at how you can use the email web analytics tools in AWeber to target the groups she suggests, and make your email marketing campaigns more relevant.
Continue reading “Email Segmentation: 5 Groups You Can Easily Target, Part 1″
Comments: 21
Email Web Analytics: 2 New Segmenting and Targeting Options
by Justin Premick on August 7th, 2008Ever wanted to know which of your subscribers aren’t responding to your emails?
Or which parts of your website subscribers are interested in?
This week, we added two new segmentation and targeting options to our Email Web Analytics tools to help answer those questions.
With them, you can identify people who have stopped paying attention to your emails (or never did).
And for those people who are still engaged, you now can segment them by what pages they’re visiting – even if those visits don’t originate from an email you send!
Continue reading “Email Web Analytics: 2 New Segmenting and Targeting Options”
Comments: 13
Learn From a Great Email Newsletter Example: Kayak
by Justin Premick on April 2nd, 2008
After ripping apart some poor email examples, I think it’s high time we point out someone who’s doing an email newsletter right.
I’ve been getting emails from travel planning site Kayak.com for a couple weeks. In each issue I’m impressed by their email savvy, from content to design to the little extras that make me so likely to use them to plan my trips.
Why do I like Kayak’s emails — both as an email marketing guy and as a subscriber — so much?
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Comments: 28
Restaurant and Retail Marketing: Send Birthday Emails
by Marc Kline on March 4th, 2008
One of the most important challenges facing restaurant and retail owners is in drawing back return customers to their locations.
Advertising for new customers can be very expensive, while relying on customers to take initiative to come back after a single visit can be risky and unprofitable business.
A popular, tried and true way to boost return business throughout the year is to send personalized birthday emails to customers.
Continue reading “Restaurant and Retail Marketing: Send Birthday Emails”
Comments: 2
Just Because We Publish, Doesn’t Mean You Read
by Marc Kline on December 27th, 2007
Between our blog, knowledge base, and live seminars, we offer an abudance of information covering a wide range of email best practices from different angles and through different mediums.
The depth and detail of these resources is expansive, and we’re continuously adding to them.
As much as we’d love to have each and every reader browse through it all, there’s so much information published that even now, it wouldn’t be possible to get through it all in an afternoon or possibly even a day.
If that were our only option, we might consider putting a hold on publishing new information, focusing on organizing and pushing the older information while it’s relevant. Fortunately, it isn’t…
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Comments: 8
Another Holiday Tip: Geo-Targeting To Boost Relevance
by Justin Premick on December 14th, 2007Quick thought and a how-to inspired by a reaction to our recent post on holiday greetings.
Over at her Net Profits Today blog, Rosalind Gardner made a great point about the lack of targeting that often plagues marketing campaigns (particularly those sent around this time of year):
I received an Inbox full of “Happy Thanksgiving” emails on or about the 4th Thursday of November. That would have been nice except for the fact that I live in Canada and we celebrate Thanksgiving on the 2nd Monday in October… so those greetings came about 6 weeks late.
Those marketers need to figure out how to parse their lists geographically and send their messages accordingly.
She’s absolutely right. Fortunately, it’s not hard for even the most basic email marketing campaign to do this.
Continue reading “Another Holiday Tip: Geo-Targeting To Boost Relevance”
Comments: 16
Do Your Post-Purchase Emails Alienate Customers?
by Justin Premick on November 12th, 2007
It’s an email marketing mistake that happens all too frequently.
A business puts in the time and expense of getting a customer to their website or store, establishes trust and credibility, and gets that person to make a purchase. Which brings them to that critical first post-purchase contact.
Do they use it to provide more value? To reinforce the buying decision? Show the customer how the purchased product is even more valuable than they thought?
Nope.
Continue reading “Do Your Post-Purchase Emails Alienate Customers?”
Comments: 14
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