Segmentation & Personalization

How much email do you send?
How relevant are your messages?
How do you compare to other senders out there?

Let's take Groupon for instance: 
Their list has roughly 115MM subscribers and they send around 5 billion emails a month.

Q: How do they ensure their subscribers care about all those messages?
A: Through highly personalized content driven by behavioral segmentation and extreme personalization.

Here are some tips:

• Respect subscriber permissions and ASK them what content they want and how they want to receive it.
• Segment at the user level - use a subscriber maintained profile center to drive your data.
• Take a look at all the data you have and design new ways to automate and serve offers based on that.
• Ask your self what more can we do to personalize the consumers interactions with us- throughout their lifetime. 
• Remember that these campaigns take time- but in the long run technology saves time!
• Consider tracking cookies on your website to gather more data on your customers - but be clear and ask for permission.
• Start small, there are 3 levels of segmenting:
• Good = "Explicit segmenting": ie. basic data like gender, demographics, etc.
• Better = "Implicit segmenting" ie: more detailed info like preferences for content, frequency
• Best = "Single Interaction": ie. Behavioral or self reported user specific data.

Remember-
Personalization builds/enhances relevancy and that results in better email performance!