Has segmenting had it’s day? Here is the case that the death-knell is 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 still I ask the question, why segment?
Is the lady who loves Louboutin shoes the same as the lady who loves the specific pair you have on offer at that precise moment? 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 narrow would you have to go to fine tune her segmenting to get it exactly perfect, or are you happy with getting the generalisation within 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 competitor 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.
But segmenting isn’t just audience, lets get sophisticated, its product to 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.
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 slick piece of software to calculate the actual cost of staff prepared by accountants ASFB here
. 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 often enough to more than compensate for the odd gaff. However, consider the alternative.
What if it was possible to watch every impression each individual consumers makes on your site. It could track buying habits individually and you could segment right down to not only the lowest possible common denominator but most accurately predict imminent and future purchases too? Well, after 30 years, initially in mail order and subsequently ecommerce, working for thousands of retailers across the country big and small, including household names, some bright soles came up with that nirvana of solutions – self segmenting email software; watching what the individual consumers likes, returns to, buys most often, and perhaps even dictates their other purchases in relation too.
Let’s take it a little further. What if this software was able to do the leg-work for you too? What if it could select those products from among all your SKUs, pertinent to each individual only, arrange them in a template that has been tested and proven to out-perform all others across billions of emails for some of the most prestigious retailers. What if this selection was so perfect, Experian supported the conclusion it out-performs segmenting on a ration of 6:1. Then surely you would be expecting it to cost considerably more than the leading ESPs available, as it’s delivering 6 times the result. Imagine your surprise then to discover it is a mere fraction of the cost. We can name a few leading suppliers compared against whom it is less than 10% in purchase price, before you deduct the staff cost, and that’s before you even consider sales returns! It is this that Financial and Sales Directors should now calculate value and return as their yardstick, and you should be ahead of the game knowing about it, it’s foibles, idiosyncrasies and most importantly what it is capable of delivering. It can be both an additional vehicle and a supporting one to your existing email solution providers.
Consider then it is available, it has been since 2014. It is being used by both Enterprise and Community retailers in the US and Europe, it is SwiftERM.
There are even more aces up our sleeve for anyone considering using it. Firstly, please do so with our compliments for free. We offer everyone a 30 day no-strings trial. Next, it remains free perpetually until such times as the attributed sales strictly achieved through the software reach 4x the cost. If you’re new to email marketing, perhaps have a low database of customers, or 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 limited 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 it’s day.
SwiftERM is the only fully automated software in the world. It is also the only email system in the world integrated with Trustpilot,
able to deliver product ratings in emails.