Segmentation, personalization and testing: it's all about relevance


We often write about relevance when tackling what valuable marketing interactions are. We use the word to describe why we want to engage our customers in a meaningful and personal way. We even called it relevancy by personalization. So, what is relevance really? The answer is simple: in dialogues, communication is relevant when it responds to the intent and need of a consumer.

Earlier this week, Matthew Kelleher wrote a good post about relevancy on Smart Insights, stating that "relevance is driven by knowledge of what each customer is interested in." It is the case for email marketing, as he describes, but also for other channels, including your website, social, mobile and even offline.

When our messages meet consumer preferences, they are relevant. When relevance leads towards conversion, we succeed. No matter which channels you use, relevance increasingly is about understanding your customer. As Matthew says: "knowledge of what each of customer is interested in."

The better and more actionable this knowledge is, the more ways you dispose of to increase efficiency of your marketing activities. By definition, this means you need to know the behavior (e.g. behavioral profiling), attitudes and preferences of your customers and prospects across different channels. This cross-channel approach of testing, segmenting, measuring and personalizing, using triggers and scenarios, is exactly what Selligent Interactive Marketing is about.

Relevance is in the eye of the beholder: how to succeed

In his blog, Matthew refers to a chart regarding the three dimensions of relevancy tactics by MarketingSherpa (see below). He mentions behavioral data, automation, segmentation, engagement and testing. That's exactly what we advocate as well.

However, if it's done in a cross-channel way and integrated, it becomes even more powerful. Personalization is not about greeting people by their first name. It's about being relevant and convert as a result.

It's as our guest blogger, J-P De Clerck, wrote a while back in the newsletter of the UK Direct Marketing Association:

"Relevance is in the eye of the beholder. And we're not the beholder."

So, how relevant is your marketing? Check it out and see what Selligent Interactive Marketing can do for you.

Want to improve relevancy? Request a live demo or contact us for information on how to be...more relevant for your customers and your business goals.

Do you want to engage the cross-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  


Discover Selligent's integrated interactive marketing and conversion marketing solutions, offering you marketing automation features, integration with CRM and advanced reporting or contact us for more information.