Behavioral segmentation analysis<\/strong><\/h2>\n<\/li>\n<\/ol>\nDo you really know who<\/strong> is responding to your campaigns and how<\/strong> does it? Post-sending (back-end) analysis allows you to group contacts according to their actions: who opened, clicked or converted, and what characteristics those users share.<\/p>\nWhy is it important?<\/strong><\/p>\n\n- You do not need to segment before sending.<\/li>\n
- You discover effective profiles in practice.<\/li>\n
- Allows you to tailor message designs and future offers.<\/li>\n<\/ul>\n
Example:<\/strong><\/p>\nAn online retailer found that its subscribers over the age of 50 reacted better to campaigns with simpler images and more direct calls to action. After adapting their content, they increased their conversion rate in this segment by 23%.<\/p>\n
What to do with this data?<\/strong><\/p>\n\n- Adjust style, frequency and content for each profile.<\/li>\n
- Improve segmentation in future campaigns.<\/li>\n
- Identify growth opportunities in \"dormant\" segments.<\/li>\n<\/ul>\n
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Analysis of the level of commitment<\/strong><\/h2>\n<\/li>\n<\/ol>\nIt's not just about how many times a contact opened a message, it's about assessing the consistency<\/strong> of its actions over time.<\/p>\nThis analysis measures the evolution of key metrics (opens, clicks, conversions) over longer periods - monthly, quarterly or annually - to identify the most engaged and inactive subscribers.<\/p>\n
What is it for?<\/strong><\/p>\n\n- Detects changes in the health of your base.<\/li>\n
- Reveal how effective your reactivation strategies are.<\/li>\n
- It helps you prioritize your efforts.<\/li>\n<\/ul>\n
Success story:<\/strong><\/p>\nA company in the financial sector used this technique to identify its \"ambassador\" contacts (who interacted with almost every campaign) and created an exclusive benefits program for them. Result: 18% more in retention rate.<\/p>\n
Key recommendations:<\/strong><\/p>\n\n- Reward the most engaged with exclusive content.<\/li>\n
- Segment inactive people for recovery campaigns.<\/li>\n
- Remove addresses that do not respond to any action over an extended period of time, to protect your sending reputation.<\/li>\n<\/ul>\n
Why is it important?<\/strong><\/p>\n Example:<\/strong><\/p>\n An online retailer found that its subscribers over the age of 50 reacted better to campaigns with simpler images and more direct calls to action. After adapting their content, they increased their conversion rate in this segment by 23%.<\/p>\n What to do with this data?<\/strong><\/p>\n It's not just about how many times a contact opened a message, it's about assessing the consistency<\/strong> of its actions over time.<\/p>\n This analysis measures the evolution of key metrics (opens, clicks, conversions) over longer periods - monthly, quarterly or annually - to identify the most engaged and inactive subscribers.<\/p>\n What is it for?<\/strong><\/p>\n Success story:<\/strong><\/p>\n A company in the financial sector used this technique to identify its \"ambassador\" contacts (who interacted with almost every campaign) and created an exclusive benefits program for them. Result: 18% more in retention rate.<\/p>\n Key recommendations:<\/strong><\/p>\n\n
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Analysis of the level of commitment<\/strong><\/h2>\n<\/li>\n<\/ol>\n
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