Segmentation:
Do What the Data Tells You

Excerpt from the book, Email Marketing by the Num8ers, by Chris Baggott, founder of ExactTarget , Excerpt by Scott Burkey, Business Development Executive, Definition 6

Both my printer and reading glasses get a good workout these days. I look at my lists and I analyze my lists. I look at zip codes. I look at the age of the recipients. I look at purchase history and I look at what links the users click on. I compare scores of email campaign metrics. Then I do what the data tells me to do, if I’m smart.

Email marketing metrics are key in segmentation. Who’s clicking through? Who’s converting? Who’s a repeat buyer? These concepts will help with whom to send what emails to. These are very key metrics that you should be studying. Watch the opens and clickthroughs and conversions on emails that are sent to these recipients. They will prove that the segmentation efforts are worth the work.

Click here to read the full article

I am very proud to share with you comments from one of our Interactive Marketing Advisors, Scott Burkey. He was recently included in Chris Baggot’s latest book, “Email Marketing By the Num8ers”, Chris is also the founder of ExactTarget. In addition to the excerpt, we have included a podcast with Scott for your enjoyment. At Definition 6, we are very pleased that our customers have embraced email marketing as a key tool for enhancing sales revenue, improving relationships and managing the cost of sales. We manage over 60 million target messages annually for our customers. I hope you enjoy this brief issue and the podcast.

Michael Kogon
CEO

Click here to listen to our podcast on Email Marketing by the Num8ers.

4/12/2007 - Definition 6 CEO, Michael Kogon, speaks to small businesses on the "Top Hot Technologies that will Transform Small Business" at the Institute for Enterprise and Innovation.

 

 

 

 

 

TJ Hargen (left), at a recent TechLINKS Mixin' and Minglin' Event.

 

 

 

 

 

 

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