Segment, Segment, Segment

There is great value in using email to drive your subscribers to participate in offline promotions and events. When you’re planning your email communication, consider segmenting your list by store location or at least region. If you choose not to segment, make your click-through steps as easy as possible. For each additional step I have to take to find what I'm looking for, I'm more likely to drop off because sometimes it's just not worth the trouble. I would guess other subscribers feel the same way.


Yesterday I received a message from Pottery Barn. The subject line read, "Decorating Class at your Local Pottery Barn Store". I can attend a class on May 20th that will not only teach me how to host a backyard party but also how to furnish my space in style. The small print told me that class size is limited and to call my local store for times and to reserve my space.

With some simple segmentation based on zip code, Pottery Barn could have easily and dynamically provided me with the closest location to my address, the class times and even a way to RSVP online, or at least a phone number. They didn't do that, but they did give me a store locator and a place to enter my zip code.

When I entered my zip code I received a Certificate Error in IE 7. I chose to continue through and was required to start over by entering my full address and zip code again. This returned the ten closest locations.

It seemed like too many frustrating steps to get to the phone number to even check on the class.

I revisited the sign-up process on the Pottery Barn Website. I originally opted-in from a Benjamin Moore promotion several weeks back. I entered my email address and received a pop-up thanking my for my subscription. There was also a link to update my communication preferences. Maybe Pottery Barn didn't have all the information they needed from me. I clicked the box in hopes of providing them with enough data so they could better target their message. My only options were to opt-out, change my preferences for other Williams –Sonoma communications or to request a catalog.

It might be a better option to gather all of my information in one spot. By asking for more information about me including my address and then providing a checkbox regarding the catalog, Pottery Barn would have more of the right tools needed for targeted communication.