Posts tagged ‘Behaviourally Triggered’
-
How to get more from your email this Christmas
Catalogue e-business – July 2010
We’ve seen a shift in catalogue marketing moving towards better targeting and more channels. In the eighties, catalogues mainly used off-the-page advertising for customer aquisition. The nineties saw the advent of co-op databases, such as Abacus and Transactis, which led to an increase in direct mail targeting. With the new millennium the Internet started to generate meaningful sales for cataloguers. In the next decade catalogues will use more effective online targeting tools such as behavioural email.
-
Behavioural email – Instant or targeted on behaviour
When is the best time to send a behavioural email?
Behavioural email is a hot topic nowadays; plenty of people want to add it as a key part of an overall conversion strategy. Of late the thing that seems to be generating the most column inches is around the best time to send these emails. So as someone that’s been doing behavioural email for longer than most I thought I’d throw my opinion out there. Read more »
-
Evolution of behavioural email
I’ve been asked to write a piece for a magazine about the future of behavioural email and as any good historian knows, before you start writing about the future you need to understand the past. So I thought I’d write down a few lines about how behavioural email has evolved over the last 10 years (it really has been around that long).
The first genuine example I can find of behavioural email (that’s email driven off behavioural information not simple transaction confirmation emails) was William Hill in 2001 with a registered and not deposited email targeting users that were warm (registered but had not deposited any money). Read more »
-
Is your email marketing moving in the right direction?
Looking back, I am surprised about the speed of development and thinking amongst emailers in 2009. It seems to me that all but the most backward of mailers have finally stopped bulk sending, chided as they were by deliverability concerns. The real sea change, however, is the recognition that in email terms less is often more (revenue, that is!). 2009 was also the year triggers became central to most email strategies, mobile handsets began truly to manage email and email platforms became integrated with social media. Read more »
-
Why do customers abandon their shopping baskets?
Why are we here? Who started the big bang? Why is the sky blue? Why on earth do customers abandon their shopping baskets??! There are some eternal questions people regularly ask; I’ll just focus on the last one in this blog….
Have you ever watched someone browsing around a high street shop? They bumble in after seeing the well groomed mannequin in the window, they thumb through the racks, may even try something on that is just a bit ‘too trendy for them’…well exactly the same thing happens online. Read more »
-
RFM segmentation: Using data to drive customer value
One of the most commonly used forms of segmentation is RFM (recency, frequency and monetary value). RFM is a good way to define and understand customer value. As well as helping customer development it can also form the basis of a good customer retention strategy.
What is segmentation?
Segmentation is the process of partitioning markets into groups of customers and prospects with similar needs and/or characteristics who are likely to exhibit similar purchase behaviour. Strategic segmentation is for planning business and marketing strategy. Tactical segmentation is when a marketing manager wishes to prioritise marketing activities across a fairly large customer base, targeting certain products, offers and creative to certain customers. A good segmentation strategy supports both strategic and tactical activity. Read more »
-
Online segmentation, what does it really mean?
Segmentation is key, central, imperative. Whether it is simple activity segmentation, or detailed RFM based segmentation, behaviourally triggered or event based – if you are not segmenting you are behind the market and loosing sales/market share.
Fact. Does anyone disagree? Does anyone feel they have a long term strategy that will not require segmenting your online marketing in some form or fashion. I’d love to hear from you.
One of the key issues I have had in the last couple of years is defining what segmentation actually is. Does that sound dumb? It feels slightly dumb… To explain…
