Marketing 23 feb 2004 om 23:52 1 min lezen

List Segmentation: Couples Versus Singles

Frank Janssen van Frankwatching

As consumers become more selective about who they accept e-mail from, simply sending broad-based mailings to your list increases the odds they’ll unsubscribe and decreases response rates. Database segmentation is one of the best ways to grow your business. Many e-mail advertisers once resisted this process. Now’s the time to do it if you aren’t already. Segmenting means appending consumer data to your list to send targeted offers to specific segments. If your database contains postal addresses, you’re in a position to append a tremendous amount of information. If your records include only e-mail addresses, it’s more difficult, but still possible, to enrich the database.

Segmenting by marital status is very basic and a good place to start. If you sell to both groups, merchandise selection, offers, and copy should relate to each group. [ClickZ]