{"id":3622,"date":"2017-06-01T15:00:00","date_gmt":"2017-06-01T14:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=3622"},"modified":"2017-06-01T08:45:45","modified_gmt":"2017-06-01T07:45:45","slug":"email-segmentation-and-targeting-options","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/email-marketing\/email-targeting\/email-segmentation-and-targeting-options\/","title":{"rendered":"Email segmentation and targeting options"},"content":{"rendered":"

Learning from 6 layered targeting options used by online retailers that can be applied to any business<\/h2>\n

There are many different levels in sophistication of targeting for email marketing. In this post I'll run through some of the most common examples used by retailers since I think they can often be applied to companies who don't sell online like relationship-building or B2B companies.<\/p>\n

Here, I will outline what I see as the 6 most common segmentation approaches. More details are available in my book Total Email Marketing and my more recent 7 Steps to Email Marketing Success<\/a>\u00a0Ebook on Smart Insights.<\/p>\n

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\n \n Advanced lifecycle email marketing guide\n <\/a>\n <\/div>\n
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Download Expert Member resource \u2013 Advanced Lifecycle Email Marketing Guide<\/strong><\/p>\n

A best practices briefing for high email volume businesses to take their email marketing to the next level. This guide is aimed at managers responsible for growing online revenue by integrating different communications channels in larger organisations or businesses that are already fairly sophisticated in their email marketing. <\/p>\n

Access the Advanced lifecycle email marketing guide<\/a><\/p>\n <\/div>\n <\/div><\/span><\/p>\n

Although this post gives email marketing examples, the segmentation approaches here can be used to other forms of online targeting through digital marketing, particularly website personalisation or display ad network remarketing.<\/p>\n

Often the different targeting options can be combined through layering the segmentation as shown in this\u00a0approach used by eBay UK shared at a recent email marketing conference:<\/p>\n

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To implement this level of email marketing needs a capable email marketing system that supports event-triggered marketing and dynamic content insertion where rules are used to drop different offers and email messages into a container as described last week's post on how to manage event-triggered or automated email marketing<\/a>.<\/p>\n

These are the six targeting options.<\/p>\n