Hyper personalization and targeting get a lot of attention these days, and for highly competitive markets, they’re probably what’s needed to stand out.
But for the rest of us, just showing up with the basics is often enough.
There’s a brewery near me that hosts events for its members, and they usually send emails in advance of the events they organize. But when they send out reminders to register for an event, they never segment out the registrants. It’s a small, seemingly basic step for most of us, but the fact that they don’t is glaringly obvious. I’m not looking for email marketing brilliance from my local brewery. Just basic competence.
Yet the same lesson is often needed for bigger organizations and marketing teams. They get so hung up on the fancy bells and whistles of their technology that they neglect doing basic segmentation, and end up doing more harm than good.
You won’t win any awards by filtering out customers who aren’t relevant to that upcoming event announcement. And that’s the point.