Hi everyone! I’m back to fill in while Meg is out on vacation. This week, I thought I’d tell you about our recent trials with email segmentation.
Now that the weather is finally cooler, we decided to promote our Freddie and Co. + Odd Pears socks once again. The socks did great when we first launched them, but then sales plateaued and eventually declined during the summer months. Meg and I decided to hold off on our marketing efforts until fall, when we knew our customers would be more likely to purchase cold-weather items.
We scheduled an email featuring the socks for early November and decided to sweeten the deal with a “Buy 2, Get 1 Free” offer. Next, we chose some lifestyle images that we hadn’t used yet to keep our imagery fresh.
Since we had separate images of women and men modeling the socks, we thought, “Why not segment these emails based on gender?” That way, we could target the right customers with the right content.
Since Freddie and Co. is a paid customer with a connected store, the predicted demographics feature is included with our account. Basically, predicted demographics provides available gender and age information for your list subscribers based on shared account information from around the world, regardless of whether subscribers have engaged with your campaign content in the past. Technology is so great!