Hillstrom's Targeting: Extending The Grid

Ok, let's extend the grid concept for email targeting.

Let's say you have a customer who has a Primary Category of 2 and a Secondary Category of 12, based on Weighted Historical spend. What is the probability of this customer buying from other categories in the next month?

• Category 00 = 1.2%.
• Category 01 = 0.3%.
• Category 02 = 2.8%.
• Category 03 = 0.6%.
• Category 04 = 1.5%.
• Category 05 = 0.4%.
• Category 06 = 0.4%.
• Category 07 = 1.3%.
• Category 08 = 0.7%.
• Category 09 = 0.5%.
• Category 10 = 0.5%.
• Category 11 = 1.7%.
• Category 12 = 6.4%.
• Category 13 = 1.8%.
• Category 14 = 1.2%.
• Category 15 = 0.3%.
• Category 16 = 1.4%.
• Category 17 = 0.4%.
• Category 18 = 0.5%.
• Category 19 = 3.0%.
• Category 20 = 1.2%.
• Category 21 = 1.2%.

Clearly Categories 2/12 are important ... and there's a bump in Category 19 as well. But clearly, the Primary / Secondary framework matters ... it matters a lot.

This gets you thinking about how best to contact the email subscriber. Here's a possible framework:

• Monday = Key Brand Message (same message sent to everybody).
• Tuesday = Feature New Merchandise from the Primary Category.
• Wednesday = Feature New Merchandise from the Secondary Category.
• Thursday = Feature New Merchandise from the Tertiary Category.
• Friday = Key Winners From Across The Brand (same message sent to everybody).

Using this framework, you expose every single email subscriber to an outstanding cadence. Each customer gets to see a key brand message. Each customer gets to see what your winners are. And each customer gets to see new merchandise from their Primary / Secondary / Tertiary categories.

We'll extend the concept tomorrow.

P.S.: Yes, I get it ... some of you dynamically load products in a personalized manner into your campaigns, while others just chug out 40% off plus free shipping messages with a man and woman looking warmly at the image of a t-shirt. Y'all do something different. I'm encouraging you to partner with somebody, in-house or outside, to target appropriate merchandise to the right customer. People have been doing this for twenty years. Pick up all the dollars lying there on the floor, ok?!