Email Segmentation Works

From SubscriberMail comes this press release:
With St. Patrick’s Day just around the corner, everyone has green on their minds. If you’re an email marketer, there’s a lot of “green” to be made by following some simple email segmentation guidelines from SubscriberMail that are guaranteed to bring some Luck o’ the Irish to your email marketing program.

1. Guinness or Harp? Not everyone is a Guinness drinker so why treat everyone the same? Take the time to get to know your subscribers’ preferences, then deliver the content that is relevant to them. By segmenting your email lists, you can send customized messages with tailored offers that result in a better return for your campaign.

2. The Pot o’ Gold. Dynamic content is an email marketer’s pot o’ gold because it is an easy way to send individualized content to many subscribers. With dynamic content you create a single email message and the dynamic content engine delivers multiple versions of the message based on the recipients’ demographic profile or other data. Messages can be customized to replace groups of text or images based on variables such as a subscriber’s personal data, past purchase history, past email activity, website activity, etc.

3. Shamrocks & Luck. What would shamrocks be without luck? The same is true when it comes to email personalization. Most email marketers use name personalization, but “where’s the luck?” Personalization allows you to insert any text for which you have a data field. Here are some other examples for using personalization: contact information for a salesperson in the recipient’s region, location information for the closest store, or a reference to a recent purchase.

4. Crafty as a leprechaun. To gather the most information possible about your subscribers, you don’t have to be crafty, just smart. The best way to collect information is when subscribers sign up to receive your emails. Periodically ask subscribers to re-register and gather data to make sure their information is up-to-date. Finally, you can gather subscriber information by conducting a short survey and offering a premium or prize for participating.