and segmentation methods for email marketing are becoming increasingly
sophisticated and complex.
If you are
“in the business” it is easy to fall into the trap of focusing on the “how”
rather than the “why” and the “when” and forgetting what the whole point of the
In this piece, I’ll seek to bring things back to basics; it’s no
good having the answers, if you’ve forgotten what the question was.
7.1m Brits now access the internet via their mobile
phone, and that’s actually quite a lot! And, not only are these users generally more
affluent, but they are also avid consumers of digital marketing.
The advent of
truly mobile internet, and the incredible speed of adoption by the population
as a whole, is causing a re-evaluation of web marketing.
is a bit of a special medium. Most people have got an email address that is
unique to them, which makes it more in common with a mobile phone number than a
email address is individual (most of the time) and it can be linked closely to
the customer lifecycle using response data alongside RFM data.
can be tracked, measured, anticipated and managed. Here are some ideas on how
you can use the stages of the lifecycle to develop strategies that prolong the
relationship with your customer and increase LTV.
Most businesses now
acknowledge the importance of emaill to their business model.
the growing acknowledgement that email is an important revenue building tool,
it has not led to uniform treatment when allocating budgets or devising email
The secret's out (in a small way) and Google is happily
sharing a top line look at the processes and algorithms that go together to
make up what the company describes as “One of the largest and most user facing
applications of ML (machine learning) at Google”, namely the Priority
So how can we use this knowledge to ensure better inbox placement in
Gmail? And is this news to us anyway?
If you could only send one more marketing email, what type
of email would it be?
Would it be acquisition? Retention? A bit of cross selling perhaps? Let’s face it,
the options are almost endless! If you’re like me, you probably want it to be
the one that makes the most money.
RFM (Recency, Frequency, Monetary value) segmentation is one
of the most tried and tested methods of segmentation used in direct marketing.
It is based on the presumption that someone’s future actions are best predicted
by their past ones.
So how can this popular method of segmentation be used in today’s
data rich world, can it help answer the 64 million dollar question in email
marketing: who do I send what to and when do I send it?