Kevin Hillstrom: MineThatData: Email Marketing: Jennifer

April 03, 2012

Email Marketing: Jennifer

Hint: Jennifer likes email marketing.

Well, she likes the discounts and promotions in email marketing campaigns!

Remember, Jennifer is all about using online marketing channels to find the best deal possible for the merchandise she wants to purchase.

The majority of best practices in email marketing are designed to speak directly to Jennifer.

Jennifer actually clicks through email campaigns and purchases ... this is one of the signs that the customer is Jennifer. Judy subscribes to email campaigns to learn, Jennifer subscribes, clicks through, and purchases.

When segmenting your audience into Judy / Jennifer / Jasmine cohorts, be sure to customize the message based on what each unique cohort wants to accomplish. Jennifer likes new products, she likes great prices, and she loves %-off and free shipping.

1 comment:

boston consulting group1:43 AM
You could send him an email about a promotion you are doing on laptop accesories. He'll probably thank you for it.
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Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

You may contact kevin at kevinh@minethatdata.com.

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April 03, 2012

Email Marketing: Jennifer

1 comment:

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