5 Actions to Retest Your Email Segments
What you learned about your customers and clients from prior marketing may not apply anymore. The best split testing and segmentation done in 2019 should be challenged and put to the test.
Send Days and Times
Best practices for email send times were influenced by work and school days. Schedules are more fluid for many people now. Split test times and days. Send more triggered emails based on when an individual is active on your website.
Price Sensitivity
Did you previously segment buyers based on whether they buy during sales or new product launches? Many people’s financial situations have changed. It’s time to retest for price-sensitivity.
Online Habits
Customers who only bought in store or through a meeting with a sales person have learned to shop online. Alternative payment methods have spiked. Rebuild your segments for buying habits.
Engaged Segments
Social media and news feeds have changed. There’s no question that much of the population has been following what’s happening with important subjects like racial injustice, politics, and world health. Computer algorithms learn when people follow these stories, to show more of the same. Contacts your business previously reached on social media might not see your posts anymore to make room for other topics. Use email to retarget lapsed customers. Re-engage non-openers. Their email inbox may be the only place you are reaching them.
Frequency
People either have a lot more time on their hands or a lot less. Retest frequency. Your segments for who opens often and who doesn’t may be very different from a year ago.