Segmentation in email marketing at a whole new level with EmailDirect and PadiAct

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Article written by Claudiu Murariu
Product manager for PadiAct.
Google+ profile

A very good friend of mine would say that segmentation is to email marketing like Pinky is to Brain (I know, my friends are way too geeky). Seriously now, segmentation is crucial for better results simply because it increases the relevancy of your messages by targeting groups of people with something in common.

Seriousness is also what Email Direct had in mind when they implemented their platform for email marketers and made segmentation on of their core features. They have 4 levels of segmentation and PadiAct just added the fifth.

Segmenting based on publications

Publications are their top level segmentation level that allows subscribers express their interests and how they want to receive messages from you. One of the easiest way to use it is to group subscribers in publications based on how often they want to receive the newsletters (weekly, monthly,  quarterly) or maybe based on gender or categories of interests.

Most email service providers we’ve worked with do not have this level and while it can be tricky to understand how to use it once you get hold of it you’ll probably use it with any  opportunity.

Segment publications by lists and sources

Subscribers inside each publication can be assigned to different lists or sources.

Imagine you collect 1,000 email subscribers from a whitepaper you just published and promoted  across  the web. Using lists, you can put all 1,000 emails within a ‘Whitepaper reader’ list. Then, you could create 3 more lists to conduct an A/B split: 2 lists of 100 each (for the test) and 1 list of 800 (for the winning creative).

Then you can attribute to each subscriber the initial source that drived him to your whitepaper. Let’s say: organic, paid and social media.

Think of the level at which segmentation grows to: you get to refine your messaging to target all subscribers assigned to your “whitepaper campaign list”, “winning creative A” AND that got to your website via social media.

Filters, the ultimate segmentation playground

Filters are created by specifying one or more ‘parameters’ of the following types:

  • Conditional: filter based on demographic info
  • Behavioral: filter based on past actions
  • Association: filter based on system settings
  • Geographical: filter based on location

Take an online electronics retailer for example: Imagine an email campaign is sent promoting multiple products: TVs, Laptops, MP3 Players, etc. Now imagine one week later, you want to send a special offer to the subscribers that clicked on a TV link but did not purchase a TV. By sharing order information and using a filter, you can deliver a smart, direct response, email campaign.

Segment subscribers even before they get to your Email Direct account

This is where PadiAct comes into play. As you probably already know, you can target different segments of your traffic and ask them to join your email lists. Well, if you are an Email Direct user for each targeting campaign you generate you can specify a publication, a list and a source so subscribers get directly into a powerful customized email program:

It’s probably for the best not to count how many times I used the word subscriber in this post but no matter how many times I did it, I am sure there is place for more. The more you segment your campaigns the more accurate and relevant you will get in your email campaigns.

Not to forget. If you have a great segmentation story you want to share to the world please let us know. We’ll gladly cover it.

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