Practical "know your customer" example

I just sent an email to an email marketing company that "I have done business with"... as a consumer (you know BUYER)... think it will get the attention it should? We'll see. If they are paying attention they should change the way they use this marketing campaign. I have clearly been only a "Merrel" customer (ALL my purchases have been to this brand). They should target better to get an advantage.. not get me angry... you see, I ignore ALL their emails because I have learned that they never have a savings in it for me because my "brand" is always excluded from their savings offer.

Use the information you KNOW about your customer to your advantage, not to your disadvantage, that's the point. You should be using the information you know (and you should be tracking this information through your marketing database) whenever you make choices to "market to this segment". Get it right and find a campaign management solution that let's you do that.


The email I sent them:

Dear xxxshoes

Here’s a thought… you offer wonderful come-ons for reduced pricing... but never for “Merrell” brand. Stop sending the emails to me since that’s the reason I use your company in the first place… to be honest it just makes me angry… better you let me “not know” all the great savings I can’t use. It creates a “bad” feeling… probably not what your marketing intention is.

Fred

Why to segment your data

Slice and dice your data into segments that make sense. It is foolish to over segment and just as foolish to under segment who your message reaches. Don't send the same message to everybody. Think about it, do you greet all your friends the same way? I doubt it. Why do you do that? Messaging to your clients should be the same. Use the things that matter most to the relationship that you share.

If your messaging/emessaging solution allows, make sure you can isolate the customers that mirror your message most and make sure you can message with the correct level of granularity. Maybe you need to target your message to 3 groups that have a different value placed on your service. Talk to them that way. "hello", "hey" and "whatz up" may be the same thing but they will be greeted in different ways. Say the right thing... it will help with the rest of your message.