1. Baltimore, Maryland
Blue Sky Factory
Driving Email Marketing Performance
Segmentations | Publicaster Clinic
Presenters: Jessica Lowe and Melanie Sims
November 10, 2010
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2. What is a Segmentation?
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Definition
Subset of a mailing list based on
one or more sets of criteria
(conditions)
Details
Used in place of mailing lists
Only includes Active subscribers

3. What is a Segmentation?
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Conditions
Determine which subscribers
are included
Sub-conditions used for
grouping

4. Why Use Segmentations?
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 Convenience
 Personalization
 Relevance
Flickr Photo Credit: ##Erika**

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Why Use Segmentations?

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Why Use Segmentations?
•As much as 20% higher on
average for the first 30 days. -
MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
•12.4% higher for days 60-90. -
MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
•Doubly high for the first 30
days with a slight increase for 60-90
days. - MarketingSherpa "Email Marketing Benchmark Guide
2008" (2008)
•Five times higher the last 90
days of the year. - MarketingSherpa "Email Marketing
Benchmark Guide 2008" (2008)
Open rates
segmented versus non-
segmented campaigns
Click rates
segmented versus non-
segmented campaigns

7. Client ListGetting the Data
Opt-in Form
7

8. Getting the Data
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Subscriber
Preferences
Flickr Photo Credit: Tibocut

9. Getting the Data
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Subscriber
Behavior
Flickr Photo Credit: Davichi

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Navigating the Segmentation Manager
1. Basic
2. Demographic
3. Behavioral

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Questions