Case Studies on Segmentation Practices
Dylan Boyd posted his notes from a session on segmentation practices at the Email Insider Summit that was held earlier this month.
In this session Michele Souder (General Mills), Betsy Alperstein (General Growth Properties – Large Retail Malls) and Mark Braitsky (Peterson’s) discussed how they deal with the following challenges:
- Capturing the Data
- Accesing and Segmenting the Data
- Creating the Versions of the Content
- Getting the Resources and Budget
Key take-aways:
Most brands are only using simple segmentation and content driven (dynamic data) emails. The reasons being: time, staff, true understanding, and resources (money). Most of the brands are taking this last years data to better shape 2007 campaigns. The reasons being that they are just starting to get enough data to target based on behavior and wants/likes.
