segmenting and targeting your emails

Enhance Your Email Marketing Seminar

26 April, 2012

www.charitycomms.org.uk

#CCEmailTips

Jenifer Davis, Digital Media ManagerEmily Burgess, Creative Services Manager

Segmenting and Targeting

How do I send emails to people who want them?

Why segment?

Marketing Sherpa 2011(Email Marketing Benchmark Report)

Respondents said one of the most significant challenges to email marketing effectiveness is:

Targeting recipients with highly relevant content

Tip: Data is paramount

•Existing data•New data•Incentivise •Integrate social data•Data strategy•Contact strategy

Tip: Start with the quick winsAsk yourself:

• Who or what is the most relevant target for this message?

• What action do I want them to take?• What will motivate them to take it?

Tip: Be guided by subscribers

You can overcome some of your campaign hurdles right away by expanding subscriber preferences:

• Format• Content • Mobile version• Delivery preferences

Tip: There are no limits

Sparkle

Tip: Get personal

Hitting the markReaders are 10% more likely to respond to personalised direct marketing than non-personalised*

* GI Solutions Group, 2009

Tip: Think outside the creative box!

•Advertising spots•Imagery•Forward to a friend•Fold line•Other campaigns•Keep it short •Subject line•Click data

Tip: Think mobile

This is a target market of it’s own!

Tip: Automation works

Trigger emails:• Relevant, valuable and timely• Message tailored to a defined action• Service aspect increases the value

= more likely to break barriers and get a response

Tip: Key to success

Marketer’s View:

Right contentRight audienceRight time

Recipients View:Who is it from? What’s in it for me? What do I do next?

Thank you Any questions?