Email Marketing Strategy for multiple businesses

Wes Grasty's picture
Advisor
Wes Grasty
Advisor
Wes Grasty wrote:

We have a parent company and about a dozen companies under that umbrella that sell different products and services, but to the same core customer.  Most of the products and services are applicable to that customer sometime during their lifecycle.  Currently, we are building email lists in a siloed fashion for each company; however, we need to be able to introduce/cross-sell our different product and services that would be relevant to that customer at those different stages.

Are there any case studies someone can recommend for this strategy?  There are several different ways we could go about this, so I want to see how others have done it.  I believe some larger companies in the same situation use one email list but with different segments for their different companies.

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10 Answers

Jerry Rackley's picture
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Jerry Rackley
Expert
Jerry Rackley wrote:

Hi Wes,

From a list management and maintenance perspective, it will be easiest if you maintain just a single list.  But, you will need the ability to segment that list as you suggest.  There are several possible segmentation strategies for any email list:

  • Past purchases
  • Past email response
  • Customer preferences (I recommend using an email preference center)
  • Demographics
  • Location
  • Device
  • Other

We've also done some recent research that shows how much more effective personalization is, and email is an ideal personalization application.  With the right technology, you can personalize not just the content for a specific recipient, but even the timing and frequency of the send. I highly recommend that you look into this.  Our study that discusses personalization can be found here:

https://www.demandmetric.com/content/content-personalization-benchmark-r...

I hope this helps!

Jerry

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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma ...
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Sandeep Sharma ... wrote:

Good answer. 

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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma ... wrote:
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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma ...
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Sandeep Sharma ... wrote:

These are different ideas where This are going as part of sears Idea competition of retail future some of them are product now.

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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma ...
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Sandeep Sharma ... wrote:

io-t-and-consumer-behaviour-with-assortment-planning-pricing-on-eyeball-gaugin

https://www.slideshare.net/SandeepSharma65/io-t-and-consumer-behaviour-w...
 

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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma ...
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Sandeep Sharma ... wrote:

io-t-and-consumer-behaviour-with-pricing-based-on-eyeball-gauging
https://www.slideshare.net/SandeepSharma65/io-t-and-consumer-behaviour-w...

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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma ...
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Sandeep Sharma ... wrote:

targetting-05-trillion-bricsmint-retail-immigrants-market

https://www.slideshare.net/SandeepSharma65/targetting-05-trillion-bricsm...

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Sandeep Sharma TOGAF CISA MEngg MBA,LLB's picture
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Sandeep Sharma ...
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Sandeep Sharma ... wrote:

New technology are changing Retail spae quite rapidely above are different case studies

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