At least once a week I receive an email from a very prominent retailer notifying me about a new collection of high-heeled shoes, sales on little black dresses or the latest in summer maxi-dresses. Over the years I have bought men’s shoes, blue jeans, a suit and many dress shirts from the retailer. I have never bought anything there for my wife, nor do I even know what a maxi-dress is.
When the email contains men’s items, I frequently click on the links. When I go to the Website, the featured content is always for women, yet I know they know who I am, because they welcome me back.
So why do they think I am a woman?
I’m likely receiving offers for little black dresses in email and when I go to the website for two reasons. This retailer is not doing any audience segmentation at all, or the retailer is basing their segmentation on faulty demographic information and not using behavior information.
Content marketing, email marketing and marketing automation programs fail for a few primary reasons:
- Technichal and delivery mistakes
- The story isn’t compelling enough
- The message, offer and CTA aren’t appropriate for the recipient
To judge appropriateness, companies, just need to look at the behavioral data, based on past interactions, is this person likely to click, engage, or share? When and why?
The retailer should note that I am only clicking on and even purchasing men’s items. They should be able to match their online marketing to my in-store behavior. I know they can connect the two, because they email me my receipt.