Email Best Practices: Developing a Segmentation Strategy

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Email Best Practices Developing a Segmentation
Strategy
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Developing a Segmentation Strategy

• Case Study Welcome Mailers
• The product as it was
• The purpose of the series
• Developing the segmentation strategy
• Did it work?

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The product as it was Welcome Series
Business objective Series (6) of email touch
points to new members that communicates account
information and key product features increasing
traffic and sales. Found User Expectation
Single welcome to message with key account
information. Key Metrics Open Rate 12 of
industry Click Through Rate 22 of
industry Conversion Rate 8 of
industry Failure Rate 25 of industry Complaint
Rates unknown
Data is series results compared/indexed to
mkgsherpas 06 benchmark guide
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The purpose
Due to changes in performance fatigue, high
complaint rates, increased member contact,
questions were raised What is the value of the
product and user expectation. Redefinition 1)
Business objective - Reach vs. Adoption vs.
Response - Commercial Series vs.
Transactional 2) Consumer relevance - What is
the right message at what frequency 3) Developing
the segmentation strategy - Segmentation by
site and campaign click behavior 4) Metrics for
success
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Developing the segmentation strategy

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Developing the segmentation strategy

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Did it work?
Key Metrics Open Rate -.03 Click Through
Rate 11 Conversion Rate
-.08 Failure Rate 3 Complaint Rates
-.89
Even with the small decline in open rates and
conversion rates, the strength of the higher
click through rate and deliverability rate has
grown the series performance.