KISS: Email Marketing Tip # 4

Today's topic is KISS: Segmentation = Success. In a world of CEOs and agents, punk rockers and hip-hoppers, couch potatoes and health nuts, all recipients are not created equal. If your email marketing is not segmented, how will you successfully reach anyone?

Paul Briggs, Travelocity's Director of Customer Loyalty and Marketing, has seen his daily email program go from 3 million names to highly segmented messages of no more than 60,000 names. "We had to work on deal-finding strategies for our customers... Twenty dollars on a domestic trip might be interesting to some, but it's not going to be if you are traveling to London."

Define each segment as a group of unique individuals who share common interests. Then find out what subscribers want, and give it to them. Run subject line tests. Craft the copy carefully. And recipients won't ask, "Why did I get this email?" Follow this KISS tip and your email will serve as an experience that creates loyalty.