MindComet

Thumbs Up / Down: Instant Segmentation Feedback

If you’re looking to easily segment your subscribers, try implementing “thumbs up” and “thumbs down” buttons to your email campaigns.

What better way to provide users with relevant content than to ask them to ‘click here’ if they like the email and ‘click there’ if they don’t. It’s instant feedback which you can use to segment your users more effectively the next time around. Most ESPs can track which subscribers clicked on specific links. If your ESP doesn’t offer this, you should probably look into switching providers. This may also cut down on unsubscribe rates, as you will be continually delivering more relevant information to specific subscribers.

With each thumb, drive the user to a respective landing page simply stating that they will or will not receive emails with similar content. After 5 seconds, re-direct them to a landing page.

For more tips regarding a user-generated relevance rating system with your email campaigns, check out this Exact Target blog post.

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Posted by Bryan Quilty on Jun. 08, 2010

Why Bigger Is Not Always Better

It’s been proven time and time again that smaller, segmented sends are not only ultimately more relevant to your subscribers, but always perform better.  The knee-jerk reaction that I’ve faced in the past is to send every email to ALL of your subscribers… to throw everything at the wall and see what sticks.

Segmenting is all based on collected information and user activity.  Don’t have a lot of information on your customers?  Well then, this is the one and only case where I think it’s OK to send them ALL the same email.  It’s always helps to check in with your subscribers to make sure you have current and relevant information.  It’s also an opportunity to see how active your users are.  If they don’t click through and give you additional info, then cut your losses… or at least throw them in a segment for inactivity that they can call their own.  Your database of subscribers is only as strong as its weakest link. And if you collect anything at all, make sure it’s their first and last name (aside from their email address, obviously).

Another way to optimize your subscriber base is to send an email to users that haven’t opened an email in the last 12 months (like the inactivity group I mentioned above).  Ask them to display images via ALT tags (how opens are tracked) or to click through to a landing page.  Keep those who obey, and omit the rest.  They’re worthless and you’re ultimately doing yourself a disservice by constantly sending to them.

Set aside a good chunk of time every six months to auditing your subscribers.  Cut the fat and embrace the active users.

But if there’s any one thing I want people to take away from this post is that it all starts from day one.  Once a user signs up, set their expectations.  Encourage them to give you as much information about themselves as possible. When they do opt in, send them a welcome message!  All ESPs have this feature at their disposal… you might as well use it!  Also, make sure there are options available for users to update their preferences in every email you send them.

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Posted by MindComet on Oct. 30, 2008

Testing and Segmentation to Avoid Full Email Boxes

Stefan Tornquist, Research Director of MarketingSherpa, has various presentations throughout the summit.  He addressed us this morning with an introduction to the day.  He addressed various challenges with email marketing that everyone has to face. 

The number one Challenge email marketers have to face:
All recipients email boxes are full. (36%) 

It was a great start which created a solid foundation for the various breakout sessions that are being offered today. 

He covered a hand full of email marketing lessons that I would like to share.  These may seem basic, but as we reported yesterday, we over complicated many pieces of marketing and overlook the fundamentals! 

• Newsletters still work!
  
• SPAM is in the eye of the beholder
  
• Reputation is also in the eye of the beholder
  
• Raising Opens and Clicks (High Segmentation is KEY)
  
• Vary your Templates
  
• Top Tests
  -Conversion rates 10-50% higher when removing navigation links!  Creative designers will fight this, but demand it
  -Repeat the main message on the landing page raised conversion rates up to 60%
  
• Testing is the Best Metric
  

Stefan’s Main Action Item was to “Invest in TECH.”  He noted that you need to update technology, it is imperative.  Success comes down to the segmentation of your database.

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Posted by MindComet on Feb. 25, 2008