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Email marketing campaigns 'benefit from customer segmentation'
Mar 4 2010, 21:40 PM
Email marketing campaigns can expect higher returns if they employ the use of customer segmentation techniques, it has been suggested.
Writer Lucy McShane told the Creative Boom website that even a simple technique such as addressing each customer by their first name at the start of a message can increase reading and click-through rates by a "vast amount".
She added that an easy test could be carried out to prove how effective this is.
"Try segmenting your email send, one half with no personalisation and the other half with personalisation," Ms MsShane suggested.
"Look at your reports a week after the send and see what works best."
Last month, an article by Marketing Week writer Russell Parsons stated that many email marketing messages do not reach their intended targets – thanks to a combination of spam filters, blocked messages and incorrect email addresses.
He added that it was important that messages reach their intended targets to avoid giving a company a reputation for sending out spam.
Posted by James Glass
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