http://dmaemailblog.com/2009/03/02/customer-data-%e2%80%93-knowing-where-to-look/ Email Marketing best practice, research and deliverability advice. Wed, 16 May 2012 11:58:00 +0000 hourly 1 http://dmaemailblog.com/2009/03/02/customer-data-%e2%80%93-knowing-where-to-look/comment-page-1/#comment-32 Simone Barratt Tue, 10 Mar 2009 16:46:17 +0000 http://dmablog.designs.dotmailer.co.uk/2009/03/02/customer-data-%e2%80%93-knowing-where-to-look/#comment-32 Good point Ben - that reminds me too - a comment I meant to add about Customer Value Segmentation . . . an approach that email marketers should be considering in this economic enviroment is a reassessment of the their CVS. Whereas we may have considered a 'top value customer' as being one who spends (say) 500 GPBs per month - pre rececssion. We perhaps should now consider revising our 'top value customers' to be those who spend (say) 300 GBPs per month. And treat them with the same love, care and attention. Good point Ben – that reminds me too – a comment I meant to add about Customer Value Segmentation . . . an approach that email marketers should be considering in this economic enviroment is a reassessment of the their CVS. Whereas we may have considered a 'top value customer' as being one who spends (say) 500 GPBs per month – pre rececssion. We perhaps should now consider revising our 'top value customers' to be those who spend (say) 300 GBPs per month. And treat them with the same love, care and attention.

]]> http://dmaemailblog.com/2009/03/02/customer-data-%e2%80%93-knowing-where-to-look/comment-page-1/#comment-31 Ben Mon, 09 Mar 2009 15:46:08 +0000 http://dmablog.designs.dotmailer.co.uk/2009/03/02/customer-data-%e2%80%93-knowing-where-to-look/#comment-31 All solid points, Simone. Some other straightforward segment variables worth mentioning include gender and household income, which are generally easy to acquire via online surveys and registration forms. More advanced segmenting options worthy of consideration include Customer Value Segmentation (separating big spenders from low value customers, etc.) and Niche Category Segmentation (separating department store customers who bought tuxedos, for example). When it comes to segmentation, you can almost never have enough! All solid points, Simone. Some other straightforward segment variables worth mentioning include gender and household income, which are generally easy to acquire via online surveys and registration forms. More advanced segmenting options worthy of consideration include Customer Value Segmentation (separating big spenders from low value customers, etc.) and Niche Category Segmentation (separating department store customers who bought tuxedos, for example). When it comes to segmentation, you can almost never have enough!

]]> http://dmaemailblog.com/2009/03/02/customer-data-%e2%80%93-knowing-where-to-look/comment-page-1/#comment-30 Jake Holman Tue, 03 Mar 2009 11:24:16 +0000 http://dmablog.designs.dotmailer.co.uk/2009/03/02/customer-data-%e2%80%93-knowing-where-to-look/#comment-30 Awesome post, it really is amazing how many companies either don't want to, or have no idea about/how to, segment their mailing lists. Awesome post, it really is amazing how many companies either don't want to, or have no idea about/how to, segment their mailing lists.

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