Step 2: Segmenting Your Database
Posted on March 31st, 2010 by JadenHow to Stop Wasting Money on Dead Email Addresses – Step 2
A good rule of thumb is that anyone who has engaged with an email campaign in the past 12 months is a potential customer. Anyone not responding for 12 months or longer might be worth getting rid of. But not quite yet!
Segment your list into two groups – those who have opened or clicked in the last year (actives) and those who haven’t (lapsed).
The active group contains the most promising subscribers. You’ll keep all of these emails. For now, take a look at what you know about them, and note what information you could ask for that would help you send them better, more relevant emails.
The lapsed group will contain some potential gold and some corpses. The next step is to figure out who’s who so that you can delete the corpses from your database.
Tagged with: database segments • Email Marketing • segmenting
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[...] you accept that size isn’t everything, it’s time to move on to step two. This entry was written by Jaden, posted on March 30, 2010 at 8:39 am, Categories: Email [...]