Data and Analytics

Data Privacy Challenges to Email Personalisation

Few events generated as much concern in email marketer circles as the advent of Apple’s Mail Privacy Protection (MPP) feature in 2021. This chapter discusses this and other privacy features that came into effect with Apple’s iOS15 update. Overview of privacy features in iOS 15 MPP was one of several privacy-focused changes Apple introduced in […]

Enhancements to Segmentation and Personalisation in Email Marketing

A brand can take multiple approaches to segmentation and personalisation. It also has many options for using technology to enhance these approaches. This chapter will review the ways in which automation, machine learning and artificial intelligence can augment the processes involved in segmentation and personalisation. A first key step is to ensure that the data […]

13 minute read

Approaches to Segmentation in Email Marketing

As well as segmenting by data type, marketers can group customers based on factors that pertain to the company’s business models or business goals, such as where they are in the customer lifecycle, or by how much potential value they could bring to the business. This chapter looks at some of these approaches. Segmentation based […]

12 minute read

Obtaining Data from Customers for Email Marketing

As mentioned in Chapter 2 of this research, the move to eliminate third-party cookie use in all major web browsers has caused digital marketers to refocus their attention on the zero- and first-party data they have already gathered on their customers. This chapter looks at these data types and how they may be obtained. Subscriber […]

10 minute read

Data Types for Email Segmentation and Personalisation

As outlined in Econsultancy’s Segmentations and Personas Best Practice Guide, customer data can be categorised into four groups for segmenting customers: geographic, demographic, psychographic and behavioural. Each of these can be layered to create meaningful sub-groups for more targeted email content. This chapter looks at these four categories in detail. Figure 1: Data types for […]

6 minute read

The Role of Segmentation and Personalisation in Email Marketing

Segmentation and personalisation are practices applied across multiple digital marketing disciplines to deliver a better user experience and drive engagement and loyalty. This chapter discusses what differentiates segmentation from personalisation and gives an overview of their application in email marketing. Segmentation and personalisation: An overview Segmentation and personalisation remain high on marketers’ wish lists of […]

5 minute read

Segmentation and Personalisation in Email Marketing: A Summary

Nearly all research into email personalisation over the last 20 years supports the contention that customers will act on email messages that are relevant to their interests, preferences and behaviour. Relying on one-size-fits-all communications fails to maximise the potential of email as a direct-response, business-building channel. A targeted approach that uses a strategic combination of […]

3 minute read

Reporting in Email Marketing

Reports are summations of email performance issued at different time intervals. These can include post-campaign reports, weekly, quarterly or annual reports, or reports created to support budget requests or evaluate the effectiveness of an overall email marketing programme. This chapter discusses the benefits and requirements of regular reporting. The benefits of effective reporting Email service […]

7 minute read

Measuring Email Marketing Campaigns

Knowing how to use key performance indicators (KPIs) and metrics effectively is key to a good measurement strategy. This chapter explores some of the factors that should guide the selection of metrics, and other aspects of campaign measurement. Measuring email campaigns Conversions are often referred to as ‘goals’ to include the breadth of different outcomes […]

15 minute read