I watched a webinar recording over the weekend on ‘hyper-segmentation’. Infusionsoft partners Greg Jenkins and Brian Keith explained how they segment their list of opt-ins and buyers with:
- Day of the week
- Week day vs weekend
- Hour of the day
And then run reports to see which groups of people buy the most quickly, who spends the most over a year, or who unsubscribes the soonest!
I think there is real power in this.
When we look at our pay per click numbers we look at averages. Average cost per click, cost per lead, cost per purchase. The trouble is, averages can hide gremlins. If weekend opt-ins never buy, wouldn’t you want to know that?
The nice thing is they aren’t doing anything fancy with third-party apps – it’s all native functionality. I imagine you could take these principles and apply them in any of the tag-based email systems.
You can catch the recording here.
All marketing systems have a creative aspect and an analysis aspect. If you don’t like the analysis part, I sympathise. But you should still gather the data so someone else can do the analysis for you.