Building on my previous blog entry, let's take a look at what the steps in your email marketing programme mean in a little more detail. Strategy A consistent & long-term strategy is essential for successful email marketing. After all, if there is no overall plan as to the WHY & WHAT...

The previous post talked about thinking & setting key performance indicators (KPIs) - this time, I am talking about aligning your program with your brand. "Nearly a third of survey respondents (32%) said they have stopped doing business with at least one company altogether as a result of...

The previous post looked at brand alignment and important consideration on your tactical activities. Let's move on to analysis of your email marketing strategy. An important part of forming your strategy will be to conduct a SWOT analysis. If you are not familiar with this term, it is a review...

The previous post looked at sources of data - now we move on to segmentation approaches, specifically the three different forms of segmentation ( profile, behaviour and lifestyle ). Profile based segmentation tends to be the simplest & most commonly used method for segmenting emails. Many people...

Moving on from our last post on basic profiling, let's look at increasing the sophistication. A powerful way of segmenting your database is to look at 'click behaviour' as well as browsing or purchase history.In comparison to profile based segmentation ( which relies on customers to actually...

Moving on from our previous post , let's talk about lifestyle modelling. There are a number of ways in which you can use the data that you hold on your customers to build up a more accurate picture of the type of lifestyle and habits they are likely to have. This can be a very powerful way of...