Segmentation is key for a great email marketing strategy. Because the more specific you can be when choosing your contacts for the content that you’re going to send out, the higher your chances at relevance are.
But you don’t always know exactly what your customer is looking for. You can deduce some things from his previous buying behavior, but you can’t be 100% sure that his interests haven’t changed today. In that case, your old segmentation could even backfire when you’re not relevant, and you don’t want that of course.
Take some risk
But you can’t tell everything in one email message. We all know from experience that the first 3 messages are being read well, but when you put in more articles, those last articles are often overlooked. So you have to choose and segment with the risk of dropping the ball.
Plan B
The cool web based print company Moo.com has come to the same conclusion. But at the same time, they came up with a plan B. in between service notifications that they normally put on top of their email and the real head of the newsletter, they included three keywords. These keywords represent a product segment and thus also a specific type of customer who is interested in those.
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When your reader clicks on those keywords, he is taken to a specific landing page on the website. Maybe your reader won’t read the rest of your email, but you got him to click on to the website. And of course you need to make sure that you gather that clicking behavior to further deepen his profile. And that information you can use to segment!
