eMailchatr

I recently read a great summary newsletter from Christopher Knight at Email Universe (http://emailuniverse.com/ezine-tips/?id=1323) titled “Email Segmentation 101 – Things to Segment Your Email Campaigns By”.  The article lists out 11 rock-solid segmentation ideas that could and should be used by all marketers to help improve the performance of their campaigns.

I have had a few clients over the past month, ask about how they can take their segmentation efforts to the next level.  These conversations typically wind up with similar action items:

• Video – with integrated video reporting, you can do go beyond seeing if a subscriber clicked on a link that took them to where your video is located.  Now you can segment by who started the video, who watched the entire video, and who forwarded on that video to others.
• Survey Responses – Use surveys to keep your finger on the pulse of your subscribers.  The beauty of having the survey tool integrated within your software is that you can then segment by not only who responded to a particular question, but what their response was.
• Engagement – blog.delivra.com has posted a few other blogs about engagement in the last few  weeks, and rightfully so.  It continues to be a key differentiator when comparing campaign success.

Each of these bullet points will need to be perfected.  As an example, make sure your video link is not just a boring link, but instead has a still that draws attention and provokes them to check it out.

Scott Cramer | Sales & Business Development