This case study describes a simple segmentation strategy used for a B2B specialty retailer to boost revenue. The client used their website’s category groups as the basis for segmenting their email subscribers and let them self-select which category or categories of products they were most interested in. After sending out a multi-category email to the entire list, they segmented the audience based on the clicks. They then sent out 12 single category emails and one email to those who did not click on the first email. The single category emails generated a much higher RPME, open rate, click-through rate, and conversion rate than the multi-category email, though the average order value was lower. They repeated the process every two to three months.
Excerpt from the main article:
Segmentation. Targeting. Relevance. We all know these are the keys to success with email marketing. But how to do it? Here’s a simple, practical way we did it for a client – which can be a roadmap for you. Background The client was a B2B specialty retailer. Their website divided their products into a dozen category groups. We decided to use these category groups as the basis for this segmentation. The idea is to let email subscribers self-select which category or categories of products they are most interested in at a given time.
A Simple Segmentation Strategy To Boost Revenue [Case Study With Data] was originally published on Email Optimization Shop by Jeanne Jennings
