In email marketing segmenation is the highest good. To do segmentation we use all the data that we can collect for a contact. An email address is no longer enough if you want to do email marketing the right way.
So we check their interests, their buying behavior, the clicking behavior in our email messages, … these are just some possibilities for getting information. With this profile as a basis we can start a segmented campaign. Relevant offers that are right on target for the selected profile. But what do your contacts think of this? Especially since collecting of information and privacy can be found in the media a lot. Well, we have some good news.
We came across a research done by the American Accenture Interactive. They asked the American consumers that were present in an email marketing list. They were asked whether they liked receiving personalized messages and offers? Almost a quarter strongly agreed, more than half simply agreed. Only one percent was not amused. Personalized email marketing is clearly expected by the receiver.
The research took it one step further. They asked those same respondents whether they thought it was ok for companies who practiced e-marketing to also collect data about them to compose those offers into a personalized email. A third, 33 per cent strongly agreed. A 40 per cent simply agreed. And only 1 per cent disagreed. Segmentation on a personal level is clearly a win-win for both parties!