Segmenting for email, a death knell - Segmenting for email, a death knell

 

If someone called you “you people” would you take offence? Consider then audience segmenting for email campaigns, the pros and cons! Has segmenting had its day? Here is the case that the death-knell is most definitely ringing. I appreciate the obvious, products only appeal to minority sectors, brand loyalties dictate specific interests, price point categorises people into groups and timing of particular promotions dictate those likely to be in the audience at that moment in time. But yet the question remains, why segment? People are individual and should not be lumped together.
Predictive analytics for ecommerce

Is the lady who loves Louboutin shoes the same as the lady who loves sandals? Both are footwear. Has she already got them? Are they her colour, or style? Heel height, heel type, finish patent leather, matt, pointed toe, round toe etc How accurately would you have to go to fine-tune her segmenting to get it exactly perfect, or are you happy with getting the generalisation within the scope of breaking-even on her segment to justify the mailing cost? Maybe you’re just hoping to flood her inbox sufficiently to drown out other competitor’s emails, in order to maintain the foot-fall of her previous buying patterns and purchases, so when she’s in the market again you get first dibs.
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But segmenting isn’t just the audience, it’s the specific product to the audience. So, consider that you have negotiated a special deal with a supplier, or calculated an incentive in a particular quadrant that would justify this promotion. Perhaps you’re successful enough to be able to wisely calculate the return possible from product choice to audience ratio. You might even have invested in the quality and calibre of ESP to be able to deliver some exceptional and beautiful emails.
Predictive analytics for ecommerce

Will your email campaign results survive scrutiny?

How aggravating then if your sales or heaven forbid, financial director, reviews the performance with you and you have to justify not only the cost of the email software, which from multiple sources can be in excess of £20,000 per annum but also the time and money invested in you and your staff annually to generate a return. There is a quick calculation available the actual cost of staff. Staff are a great commodity but not cheap, and if they don’t make the company money, in this day and age we all know out they go, you included. So what happens if you get it wrong, we are all fallible. You might reason that you get it right, more often than not, to more than compensate for the odd gaff.
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SwiftERM runs alongside promotional and email software. It is 100% automatic and therefore for a fraction of the cost of what you’re already incurring, you have a complementary facility. It exclusively focuses attention on predicting imminent sales, that promotion and marketing software overlook. the average returns for the past 12 months have been in excess of 10.5% turnover. It captures every impression each individual consumer makes on your site. It tracks buying habits. Segmentation doesn’t get this personal, it is the lowest possible common denominator but most accurately predicts imminent and future purchases too.
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SwiftERM selects those exact products from among all your SKUs, pertinent to each individual consumer. It populates a prescribed template that has been tested and proven to out-perform all others across billions of emails for some of the most prestigious retailers. The selection is perfection. Experian supported the conclusion it out-performs segmenting on a ration of 6:1 in a published report. You would expect it to cost considerably more than typical ESP software,
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SwiftERM was launched in 2014. It is being used by e-commerce retailers of all sizes in the US and across Europe. We are delighted to offer it to you for free for a month with our compliments. There are no-strings-attached to this trial. It remains free perpetually until such times as the attributed sales reach 4x the cost. If you’re new to email marketing, perhaps have a low database of customers, or a limited number of SKUs so far, don’t worry, we’ll help you grow as a courtesy. Finally, we offer an open-door policy of contract term. There is no limitation period you are committed to and probably used too from ESPs. You can come and go from us as you please, no notice to quit is required as we don’t tie people in. This is the future of email marketing and we don’t want to tarnish it with relics from the past. Segmenting has had its day.

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SwiftERM is the only 100% automated software in the world. It is also the only email system in the world authorised by Trustpilot, able to send product ratings in outbound emails.