Email Lists and Segmentation
the next section that we need to cover is email lists and segmentation. Think of lists as the core building block for any email campaign because this house is the people you'll actually send messages to without it. You're just talking to yourself. So how do you segment these lists? I like thinking about it like a wedding cake because you have several tiers that get smaller and smaller as you go up. And in application to email marketing these tears become more refined. The biggest foundational tier is demographics and Geographics knowing where they live, how old they are. Their gender can influence your messaging and timing. In addition you have the second tier that's behaviors. Think of it this way if someone's income is high and they have more that's disposable, you can more freely talk to them about your offering and maybe even be a little more aggressive if their disposal income is lower and they might be struggling to pay their netflix bill. Then the conversation changes. The third...
top tier that I've listed here. It's devices and placement because in this level we're talking about devices such as mobile versus desktop. If they're mobile, they might literally be mobile and won't be able to digest as much information. They also may be more reluctant to buy something because they don't trust or it's harder to actually purchase on their phone and finally there's less space, there's less real estate. So the placement and mobile email allows you to have less copy as well as fewer images whereas on desktop they are likely stationary and they are also likely to trust the system to purchase and it'll be a lot easier for them. An additional consideration is when you send the emails to the users. So time fancier tools like IBM Watson campaign automation will auto optimize because it learns over time and male chimps E. S. P, that we're going to use together also does this, but not in its free tool capacity. So why do we need to think about time? Some people are more likely to receive emails in the morning or in the afternoon or at night. It really depends on where they live and what kind of content it is. A lot of informational content such as news usually does better in the morning, people wake up and they want to know what's going on in the world. Whereas if you're seamless and you want someone to buy your food then towards lunchtime or dinnertime makes sense. So don't forget about time and we'll revisit this concept later in the lesson. Also think about opt ins opting in means that the user has consented to receive messages from you, it's important for so many reasons. But in most application to this lesson, we need to know when the user journey starts. So when they enter our process, if they enter by downloading a piece of content, you should definitely reference that piece of content. This is information that you have. If they enter by purchasing something you can then perhaps make your messaging a little more aggressive because they already trust your brand enough to purchase something through your sites. And options are also important because if you do it poorly, it can be a violation of these data protection laws at a reference such as G D P R Castle and can spam. There's a checkbox that's really important for opting in. If a user does not check a box set consent to receiving promotional messages from the organization, that's a clear violation. And then in some countries, if the user does not receive a follow up email and then opt in again, this is what we call double opt in. It can also be a violation of these things. Segmentation and lists require a good option strategy for making sure your compliance, as well as segmenting properly using the wedding cake tiers and finally, the time based segments.