Learn what uplift modeling can do for email marketing
Original Post: Tips for Improving Your Email Campaign By Abby Johnson – Wed, 01/05/2011 – 3:59pm.
Have you ever heard of uplift modeling? If you do email marketing, it is definitely something you want to be familiar with. It is, essentially, a technique that marketers can use to segment their customer audience to see if their email marketing campaigns are effective.
Uplift modeling also explains to marketers how their email campaigns influence subscribers, which is pointed out in the above video. This concept is especially important because marketers often heavily rely on email marketing since they can reach their entire customer base at once. However, marketers need to realize that untargeted, mass emails could actually result in harmful effects on their business.
Multiple emails, irrelevant offers, and impersonalized messages will, most likely, turn customers away. Uplift modeling, on the other hand, is an analytical approach to email marketing that examines the different levels of customer data. This data then identifies which customers will buy, which customers will never buy, and how they will react to the email message.
One of the intellects behind this concept is Mark Smith of Portrait Software. He recommends dividing email subscribers into 4 segments including Sure Things, Persuadables, Sleeping Does, and Lost Causes.
Sure Things are the subscribers that do not need an incentive to buy. They don’t need to be sent discounts or promotions since they are going to make a purchase even without the prompting.
Persuadables are slightly different since they will buy, but they have to be pushed a little. In other words, they take action after they receive a discount or promotion.
Sleeping Dogs do not want to be bothered by a continuous stream of emails. They act only on their own terms. If marketers constantly prod this segment, chances are these subscribers will unsubscribe or take their business elsewhere.
Lost Causes are the last segment and will not budge at even the best offer. In this case, marketers should probably take this segment out of its campaign since it will not offer any benefits. So, now does uplift modeling make sense? It not only helps marketers better target its customers, but it also helps them improve their ROI.
Are you taking advantage of uplift modeling to boost your email marketing campaign?….. www.yourconnection.com.au
