E-mail marketers can leverage advanced targeted segmentation to increase e-mail marketing relevance and results.
E-mail marketing provider for the small and midsize business sector Implix and maker of the e-mail marketing platform
GetResponse announced the launch of Advanced Segmentation, a feature
that allows marketers to group audiences by factors such as e-mail
behavior, geographic location, response history and preferences in
order to send highly targeted e-mails that improve response rates and
campaign return on investment.
The Advanced Segmentation solution offers features such as behavioral
segmentation, which enables users to analyze customers' e-mail behavior
(for example, open and click-through rates, response history, etc.) to help
predict and influence future responses. In addition to e-mail metrics,
targeting criteria may include marketing actions such as date added to
list, date of last newsletter or last follow-up.
With Geosegmentation, marketers can use geographic data based on
subscriber IP addresses to reach audiences where they live, with
promotional offers they can use, to include: country, city,
latitude/longitude, ZIP code, DMA code and more. The company said this
can be particularly important to agencies and businesses promoting
specials at specific locations.
The solution's custom data segmentation feature makes the custom data
captured from Web forms and surveys accessible and actionable to
improve segmentation. Marketers can create groups based on product
preferences, hobbies, gender and any other details they've captured to
help customize marketing communications and product offers.
According to a recent GetResponse study, 54 percent of SMB marketers
stated they intended to focus on personalization and targeting in 2010.
The survey found while marketers recognize the benefits, they have been
slow to adopt segmentation beyond limited personalization. The process
is perceived as complex, time-consuming and beyond the know-how of
most small marketing teams. GetResponse Advanced Segmentation was
developed to combine multiple targeting approaches in one simple
process, making it easier for marketers to benefit from segmentation.
For example, Marketing Sherpa reported that accurate segmentation can
deliver up to 40 percent higher open and click rates.
"Advanced Segmentation is a tool that lets non-techie marketers create
highly targeted groups of subscribers according to where they live, how
they behave and their personal tastes and interests," explained Simon
Grabowski, Implix CEO and founder of GetResponse. "Not all customers
are alike, and what appeals to one may not interest another. Simply
put, Advanced Segmentation helps marketers send the right messages to
the right people at the right time. I am extremely excited about the
ROI improvements this will deliver to GetResponse customers."
The GetResponse platform offers email-to-speech capabilities, audio and
video recording, storage and delivery, Twitter integration, and an
Apple iPhone application. The solution also includes e-mail analytics,
unlimited follow-up messages, more than 300 HTML templates, online surveys, and
professional-level training and support.
Nathan Eddy is Associate Editor, Midmarket, at eWEEK.com. Before joining eWEEK.com, Nate was a writer with ChannelWeb and he served as an editor at FierceMarkets. He is a graduate of the Medill School of Journalism at Northwestern University.