iPost wrote a Whitepaper “Email Marketing Maturity Model: From Bait Shop to Revolutionary” recently striving to help marketers think about the relative stages of maturity for an email marketer. One of the most important considerations when looking at your maturity is how you look at creating actionable segments and ultimately how you operate within those. Below are a few not so often talked about segmentation types that can help your email marketing program:
Active Segments include:
- Master and Control Segments: Creating a master record is critical for understanding the underlying growth and churn tactics, yet its critical that when creating these master accounts, you create a series of control segments within your core audience segments (e.g. tier 1 clients (have purchased in last 30 days). You will use these segments over an over in your in-market testing and when you create them at the onset, you can update them based on new data
- Engagement Segments: This can take many forms. the most sophisticated form will combine purchase behaviors, combined with web engagement frequency and email responsiveness. Many struggle to combine this data into a complete profile for scoring. Yet this can take a few other forms based on the completeness of your data. Most important is to define clearly the “engagement window” and break it down by frequency of engagement vs. density of engagement.
- Episodic Segments: Like any form of advertising, consumer operate in waves driven by ad stimuli. This can change dramatically by time of season. By creating Episodic segments you can be prepared for flash promotion, and cyclical events by allowing you to see who is historically most active at different times of year.
Let iPost show you how to use intuitive drag and drop audience experimentation workflows to build your most optimal behavioral segments.