Back to the Basics

We spend countless hours thinking of the marketing messages that will help boost the bottom line.  However, how often do we get so caught up that we forget to incorporate the basics?  

At the core, marketing messages need to contain three main elements: the right people, the right message and at the right time.  How many of us fall victim to not segmenting out messages at a granular enough level?

First make sure you segment your audience. There are a number of different ways to slice your audience, here are a few:

  • Segment out people who have diverse interests as shown through preference center interests or shopping behaviors.
  • Slice your audience by the amount of money they typically spend when they make a purchase.
  • Break out your audience by gender and send gender appropriate emails if your product offering and content justifies doing so.
  • Segment by times when your customers typically purchase (day of week, time of day, etc).
  • Implement abandoned cart emails to help get consumers over the hurdle to purchase.
  • Send recommendation emails based on past website and/or purchase behavior.

Second have a unique message that speaks to each audience. After you have determined how you want to segment your audience, the next part is ensuring the audiences get a message that will resonate well with them. Here are a few examples:

  • Perhaps those that usually buy in the $50-$100 threshold are an audience and you target an email to them with a discount off $125 or more to encourage them to purchase more next time.
  • You may notice an audience who only shops and buys when you have a sale, these people should likely be in a different group than those who always buy the newest items at full price. You can have a specific message for “sales” driven people.
  • If someone always buys towards the middle of the month you could make sure to stay top of mind for them with an email when they typically make their purchases.

Third make sure you send to your audience at the right time.

  • If you have data that suggests certain send times are better for specific audiences use this data to make sure you are sending emails when they are going to be read and acted upon.

By doing a better job to ensure the right people get the right message at the right time your emails will become more effective and relevant.  Take the three steps above and start incorporating these into your email sends and continuing to expand on your audience segmentation and messaging.

And as always, be sure to give clear notice and choice requirements for consumers to contact you regarding their marketing preferences. For more guidance on this issue, check out DMA Guidelines: