Segmentation
Customers have different interests and different motivations. The best way to increase profits is to analyse online customer behaviour, group your customers accordingly and send relevant information to each segment.
Why use RedEye?
Due to email marketing being such a cost effective channel, in the past it was easy for us to just email everyone and hope for the best. When RedEye introduced us to engagement segmentation it was a slightly nerve racking prospect as it involved cutting down the amount of people we mailed. However it couldn’t have worked out better for us. By segmenting our data based on RFM and email engagement, we have been able to focus on our most valuable customers, and use a re-engagement programme to target non engaging customers. Not only has this greatly improved our deliverability and open rates, but we have also seen a great improvement in online revenue.
Getting Personal
One of the biggest obstacles to running highly segmented email programmes is the complication of data integration. At RedEye our integrated customer database management system by-passes this block enabling companies to easily store all website data, channel data, email data and transactional data in one place. Without relying on third party data integration, our service is therefore affordable, scalable and able to develop into complete lifecycle marketing programmes.
RedEye’s unique segmentation solution provides the potential to start with as little as two segments and grow to several hundred, providing the following opportunities;
- the ability to move from simple cell division to multifaceted data modelling;
- campaigns that range from site behaviour based segmentation to regression based churn modelling;
- predictive modelling for customer relationship management and insight purposes producing customer-level models that describe the likelihood a customer will take a particular action.
The detail…
Through RedEye’s sophisticated segmentation tool you will be able to send targeted email marketing campaigns, communicating to the right customer, with the right message, at the right time. Below are three examples of the how we can segment your visitors in order to improve conversion.
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.
