Segmentation – Analyzing Your Customers
Your customers have different interests and different motivations.
That’s why the best way to increase your profit is to analyze online customer behavior, group your customers accordingly and send relevant information to each segment.
With RedEye, You’ll Reap Maximum Profit
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
These variables include customer value, purchase history, completing any action on-site, visiting a specific page and customer interactions with other marketing channels.
One of the biggest obstacles to running highly segmented email programs is the complication of data integration. Our system bypasses this problem, enabling our clients to easily store all website, channel, email and transactional data in one place.
And since we don’t rely on 3rd-party data integration, our service is affordable, scalable and can be developed into a complete lifecycle marketing program.
Best of all, our unique segmentation solution can start with as few as two segments and grow to several hundred, allowing:
- The ability to move from simple cell division to multifaceted data modeling
- Campaigns that range from site behavior-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 details
Our sophisticated segmentation tool allows you to send targeted email campaigns – communicating to the right customer, with the right message, at the right time.
Newsletter behavior – email newsletter readers can be segmented by behaviors based on open, click and purchase recency and frequency
Search behavior– Users who arrive through Google, using a term such as “cheap car insurance,” can be placed in a segment group to be targeted with emails containing relevant copy and offers
Purchase behavior – High-value users who have reduced spend over the past 3 months, unsubscribed from email communications or who have not visited the site for over a month can be flagged to a contact center for an outbound call
