Turning the corner to 4th quarter, it's time to review, regroup, and rebuild.
Your marketing might need a fresh face, even and especially after surviving 2020.
It's well known that analyzing email data today to build a better program tomorrow. One possible improvement, for example, would be to begin to segment your audience if this has not already been done.
Here are 3 ideas to segment your small business email subscriber list:
- Create a high-impact segment based on your subscribers who have clicked 2 or more times on links in your emails. Then craft a different type of message for these "most active" fans.
- Create a new list just for new subscribers, for example those who have signed up within the past month. Focus a new series of messages for people who are still developing their trust in you.
- Create multiple segments based on the type of clicks. Create categories, and build segments based on this behavior.
Another factor to consider when analyzing email marketing data is a group of outliers. Outliers are "small groups whose behaviors are so extreme that they skew the overall behavior of your marketing channels," according to Chad S. White, Head of Research at Oracle CX Marketing Consulting.
For more information on how outliers affect your data:
https://smartercx.com/watch-out-for-these-5-trouble-making-marketing-outliers/
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