Segmentation – Making a Difference

Segmentation is a simple, yet valuable word in the world of marketing (especially email marketing).

Most of us are familiar with the oft quoted lines from Robert Frost’s poem The Road Not Taken –

Two roads diverged in a wood, and I– I took the one less traveled by,

And that has made all the difference.

This line holds so true when it comes to email marketing. Segmentation is the road less traveled. It is the harder road to take, but yet the one with the most rewards. Yes, it may take some serious thought and work on your part to make sure you are sending the right message to the right person at the right time, but the benefits far outweigh the work.

Just recently, I was reminded of how important segmentation is. This past month I purchased tax software online to help me file my taxes. I have used this company for several years now. Since late last year I have received little notices or offers from them reminding me that it was time to file my taxes. This was all well and good, as I had not yet filed, but, here is where it went bad. I completed and filed my taxes a few weeks ago, but just last week I received a notice that it wasn’t too late to file my taxes and get my biggest refund yet (by the way I’m not getting a refund and this was just rubbing salt in that wound). This is the same company mind you that had already sent me email notices that my returns had been accepted on the state and federal level.

With the type of email software and technology available, it really would not have been that difficult for them to run a list of all those that had already filed their taxes and then exclude that list from their next email campaign, but unfortunately this did not occur. The bigger misfortune is that this happens all too often. This is why recipients get tired and then click the unsubscribe button.

Remember quality is better than quantity, anyone can mass market, but segmentation is the road less traveled and yes, it makes all the difference.

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