An Atoll Futures Research Institute? Presentation for CANCC
Harnessing the web 2014 segmentation for better email marketing
1. Banish Email Overload – how
segmentation can improve response,
retention and reputation
Steve Thomas
7th October 2014
2. What is Segmentation?
• Classification of the population into
subgroups such that the subgroups are:
– Distinguishable
– Identifiable
– Manageable
– Fit for purpose
3. Why Segment?
• Appreciation of motivations
– Communication
– Tone of voice
– Increased returns
• Facilitates Different Marketing Strategies
– Product segmentation
• Identification of ‘look alikes’
– Individual
– Area
15. Where are they?
New areas may have a
different socio-dem.
profile to the existing
donorbase
Different motivations
require different
communication strategies
Missing all the towns!
16. Implications for marketing
– Support activity for the current profile
• Post Code initiatives
• More effective targeting
– Promote to new audiences
• Different ways to reach members
• May require new approaches & materials
– Message by prospect type
– Product development
– Regeneration
18. The King’s Fund
• Charity established in 1897 with the aim of
helping London’s voluntary hospitals.
Today its mission has developed to:
• ‘…the promotion of health and the
alleviation of sickness for the benefit of the
public by working with and for healthcare
organisations…’
19.
20. What do they do?
• Provide guidance and information :
– Produce reports
– Online resource including extensive library
– Events
– Developing
• Influencing policy makers
– Parliamentary and stakeholder engagement
• Generate additional income
– Venue hire
21. Background
• C. 30k active records held on Integra
• Email is the key direct media to audience
• Key information:
– Job title
– Organisation
– Most purchase behaviour
– Email preferences
22. Marketing issues
• Perception that email is
‘free’ and easy
• Assuming what people
initially signed up to is
what they really want
• Lack of confidence as to
understanding the
engagement level of
audience
23. The Challenge
• The targeting had been intuitive to an
extent
• There was no way to assess performance of
customers
• Dependent on email but were we getting the
targeting right?
• Potential that some people getting too
much, others too little or very inconsistent
communications
• Unsubscribing and blacklisting
27. The solution – a customer
journey
super close
7 on holiday
7 on sabbatical
keen but stuck
activists
first biters
Segment 2
Potentials
Zeros Segment 1
Segment 4
Segment 3
Segment 6
Segment 5
Segment 7
6649
2213
3111
3976
3301
3511
8845
7250
Segment 0
28. The solution – understanding shifting
Probabilities of being present in each segment next month
depending on presence this month
7 0.1 0.6 1.1 2.1 3.3 9.4 11.7 89.9
6 80 6.7
5 86.1 5.9 3.4
4 0 96.7 4.5 2.4
3 0.4 0.4 2.3 93.6
2 0.1 2.4 90.8 2.1
1 96.6 5.7 2
0 99.4 0.2
0 1 2 3 4 5 6 7
29. The solution – moves and blocks
super close
7 on holiday
7 on sabbatical
keen but stuck
activists
first biters
Segment 2
Potentials
Zeros Segment 1
Segment 4
Segment 3
Segment 6
Segment 5
Segment 7
6649
2213
3111
3976
3301
3511
8845
7250
Segment 0
30. The Benefits
Targeting:
• Make targeting more appropriate to audience
• Avoid scattergun
• Protect against unnecessary unsubscribe
• Makes internal expectations realistic
Reporting
• Health checks –
– Really know theaudience
– are the amount of ‘good’ people growing
– Gaining warning signs of decline in quality
– Have confidence when audience ‘healthy
31. Implications for marketing strategy
1. Reaching out to new, lapsing and
previously undeveloped contacts
2. Making better use of communications
spend and achieving better relationships
3. New ways to achieve better results
4. Enriching relationships with key influencers
32. Banish Email Overload – how
segmentation can improve response,
retention and reputation
Any Questions?
www.purple-vision.com
steve.thomas@purple-vision.com