Segmentation

Targeted email marketing

We invest a great deal of time ensuring that we get the most from all our potential customers, and that we are maximising the return on our media spend. Using RedEye's technology and service, we are now able to communicate more effectively with current and potential customers, in a more targeted and efficient way.

Peter Nolan, Group Director, Marketing, William Hill

Segmentation allows you to produce targeted email marketing.

Customers have different needs and different motivations. The best way to increase profits is to analyse online customer behaviour and group your customers accordingly; send relevant information to each segment.

RedEye’s in-house segmentation tool enables you to group online prospects and customers into segments based on hundreds of different variables of online customer behaviour. Variables include customer value, purchase history, completing any action on site, visiting a specific page and even customer interaction with other marketing channels. Example segments include: 

• Newsletter behaviour: Email newsletter readers can be segmented by behaviours based on open, click and purchase recency and frequency.
• Search behaviour: Users who arrive through Google using a term such as ‘cheap car insurance’ can be placed in a segment group to be communicated with via an email containing relevant copy and offers.
• Purchase behaviour: High value users who have reduced spend over the past 3 months, unsubscribed from email communications, or not visited the site in over a month could be flagged to a contact centre for an outbound call.

 Through RedEye’s unlimited segmentation tool you will always be able to send targeted email marketing campaigns, communicating with your customers with the right message and at the right time.

Scalable segmentation opportunities 

RedEye’s unlimited segmentation is scalable from both a volume and complexity point of view. 

RedEye has over 20 years experience in segmentation solutions (ten years online) so a wealth of opportunities to increase customer value is available. Our dedicated Account Management team provides both operational and strategic support. 

RedEye’s unique solutions provide the potential to start with as little as two segments and grow to several hundred. This provides the following opportunities:

• The abilitiy to move from simple cell division to multifaceted data modeling.
• Campaigns that range from site behaviour based segmentation to regression based churn modeling.
• Predictive modeling for customer relationship management and insight purposes producing customer-level models that describe the likelihood a customer will take a particular action.
• The integration of the RedEye single customer view with its associated best of breed email marketing platform is unique in the market.

 

To find out more call 020 7730 9958 or submit an online enquiry.