How to Use Segmentation to Increase Email Relevance

By Reggie Brady

• Inactives: Up to 50 percent of your list may be dead weight with no opens or clicks in months. Isolate this segment and develop a reactivation plan.

If you're conservative, you might label a subscriber inactive after a four month to six month timeframe. However, some companies use an 18 month to 24 month window to allow for seasonal buying.

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Companies:
Brooks Brothers

Places:
Boston
Los Angeles

Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

Email Applied: How to Use Segmentation to Increase Email Relevance