Since you're pushing your chips all-in on Cyber Monday anyway, happily foregoing precious gross margin dollars, why not push the chips all-in with some precision?
Step 1: Identify all prior Cyber Monday buyers in your database. Code them with a "1".
Step 2: Identify all Black Friday - Sunday buyers in your database. Code them with a "2", provided they don't already have a code of 1.
Step 3: Identify all prior %-off buyers in your database. Code them with a "3", provided they don't already have a code of 1/2.
Step 4: Identify all prior free shipping buyers in your database. Code them with a "4", provided they don't already have a code of 1/2/3.
Step 5: Identify all prior clearance/sale buyers in your database. Code them with a "5", provided they don't already have a code of 1/2/3/4.
Step 6: Identify all prior November/December buyers in your database. Code them with a "6", provided they don't already have a code of 1/2/3/4/5.
Step 7: Identify all other customers. Code them with a "9", provided they don't already have a code of 1/2/3/4/5/6.
There!
You have a targeting hierarchy.
Now set up your Cyber Monday email promotions around the seven segments identified above.
And while you're at it, look at prior purchase history, and at least present these customers with compelling merchandise.
Contact me (kevinh@minethatdata.com) if you need assistance with your Cyber Monday segmentation strategy.
Subscribe to:
Post Comments (Atom)
Two $25 Items or One $50 Item??
Both tactics lead to $50 in your pocket. In most projects, however, the customer who buys two $25 items has better future value than th...
-
Say you manage a paid search program. Last month you spent $100,000 and the following happened. Cost = $100,000. Clicks = 200,000. Co...
-
Two weeks ago I ran a poll on Twitter, asking if users calculated the profitability of their marketing efforts. 32% said "no"...
-
Yeah, that's a lousy picture. Too bad. Today is essay day. If you don't want to read something long, stop here. I spend a...
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.