It’s pretty easy to understand why targeted email offers perform better – they are more relevant for the subscriber. But where do you start when you’ve got a big number to reach this holiday season, a big file to understand, and not a lot of extra time? Try segmenting where email can build the most new revenue.
This may not be the “best buyer” category. Your best buyers may be perfectly happy with the current cadence of your program and familiar with your merchandise and styles. More email may have less effect on their purchases. For them, meter the frequency, especially after they have already purchased.
Instead, focus your segmentation on subscribers who have the highest sales potential:
For more ideas to improve holiday revenue through email this season, download our 2006 Holiday Guide now.