Segmentation and the Multi-channel Strategy

Taking an approach which includes segmentation, automation, and numerous channels does sound like you are increasingly slicing the pie into its tiniest constituent parts. Where’s the value in this? If marketing is all encompassing, how is it that your audience will relate and respond to a single message?

They won’t. What they will do is see your message across multiple interaction points (e.g. an email about an offer, an online recommendation, a Tweet whilst they browse their phone, maybe a print advert), thereby driving a cumulative return from making an effective use of all methods of contact.

Email is still key.

Forrester Research has found that companies which use email well are 50% more effective at generating revenue than those who don’t. Using email as a tool requires segmentation, getting a complete understanding of your customers, their needs, when they’ll be interested in buying (and when they want to be left alone) and what content to deploy. In other words, it isn’t about email marketing as a separate discipline; it is about email being one element of the entire customer experience.

Every time they see your brand and message it is a part of their relationship with you. It can either be good or bad, depending on how you deploy the technology, teams and systems at your disposal.

Why does 86% of email go unread? Think back to the last email you received that was irrelevant to you. Did you read it to the end? Check out this Case Study on how to re-capture your audience’s attention in your own campaigns.————————————————————————————————

The Mobile dimension.

Mobile – meaning smartphones and tablets (thereby giving us numerous channels: SMS, email, social media, apps, native advertising, geo-locational services, etc.) – is an essential component of how we give customers the comprehensive experience in relation to our brands. David Moth, Deputy Editor of Econsultancy talked about* how we bring together mobile with a personalization of the message: “With a complete multi channel marketing platform the message can be kept consistent while reaching the right consumer with the right customer with the right products at the right time. In short, we as marketers shouldn’t expect the consumer to adapt to us, we should adapt to them.”

Segmentation is the “who”, which when combined with the “when” (buying cycle, seasonal) enables us to reach the right customer with the right message in the right way at the right time. Segmentation should always be part of any multichannel strategy because it gives us useful information about the customer which can inform our content, which in turn will generate a higher ROI and brand loyalty, as the customer will see evidence of a brand which cares about them.

It will no longer feel like they’re getting hit with the same message as a million other people: instead, if done correctly, you’ll be sending a message which will make them feel valued, at a time when they are less likely to ignore it. Combining the right tools with the right message will increase the chances of customers spending more with you and continuing to do so on a repeat basis for much longer. drives engagement with your campaigns by turning your existing audience into advocates.