Segmenting your list and targeting your content are good ways to improve your e-mail marketing program's performance. But many companies are operating under the false belief that they don't have the information they need to segment and target. Even if all you collect at opt-in is an e-mail address, you should have the information you need to segment and target your missives.
In her most recent column, Jeanne Jennings lays out the framework for a very simple segmentation of your list:
- Segment 1: people who've joined the list in the past 30 days.
- Segment 2: those who have not opened, clicked, or converted.
- Segment 3: people who have opened e-mail, but not clicked or converted.
- Segment 4: those who open and click but don't convert.
- Segment 5: people who have opened, clicked, and converted, taking the action you wanted them to.
In her next column, Jeanne promises to cover ways to provide relevant, targeted content that moves members of each group forward in the relationship in upcoming columns.