If you aren’t doing any segmentation right now, I recommend starting small/simple. Of course, data is critical for segmentation, but most anything will do: Total Purchase Value, Gender, Region, or even Style Preference.

You probably have much of this data taking up space in your e-commerce database or any other data store. By importing that into your email marketing solution you’ll be opening up a world of opportunities. How easy is it to create a segment once you have that data? Dead simple.

For the Bronto Winter 2009 Release we’ve enhanced the functionality to ensure that our segmentation tool is even easier to use. So let’s look at creating a segment based off of style preference – the age old question of boxers or briefs.

Segmentation is as easy as building a sentence. In this case, we are choosing people whose field ’style’ is ‘boxers’. Done. Now I can easily customize content or mailings to those who prefer boxers. Something as simple as a recipient’s preferred undergarment may provide significant lift in conversions.

With on-the-fly calculations (133 in this case), you can see how each rule affects this size of your segment. Not only does this reduce errors and time spent tweaking, it also provides an easy way to gain insight into your contact database.

Once you’ve created a few simple segments you’ll be ready to start getting creative. Add a few rules together, see how they perform. You might get a few duds, but pretty soon you’ll be able to target whomever you want, and ROI will be on the rise.

This new segment builder, along with many other improved features, will be available next week as part of the Bronto Winter 2009 Release.

Adam Covati
Product Manager at Bronto

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Updates to the Segment Builder

We have reworked the segment builder from the ground up to make it easier and more flexible. That flexibility provides you with the power to quickly create even more complex segments. On-the-fly segment and criteria size calculations allow you to wield that power intelligently and reduces mistakes.

Sending Frequency Caps

Ever since we brought Automated Message Rules (a.k.a. triggers) onto the scene we’ve been wanting to provide a way to allow marketers to impose frequency caps, that’s fancy talk for an Email Traffic Cop. No more waiting, you will soon be able to limit how many emails a contact can receive in a given day, week, or month. So easy.

A New Email Editor

Every couple of releases we improve our editor. Well, we’ve upgraded to a new editor that is far better than our last. Along with the updated editor, we’ve created a one-stop page where you can quickly edit text and html versions of the message. Consider some of your time saved.

All the Little Things

We’ve had footers all along, but why no headers? Good question, and no worries, we’ll be bringing them in with this release. Want to get the most out of Bronto? How about a feature scorecard so you can see what you’re using and what you’re not. And what about more help than ever? Yea, we have that too.

We’ve still got a lot to do, but I hope that has you as excited as me. Stay tuned, we’ll keep you filled in on all the details!

Adam Covati
Product Manager at Bronto

Related posts:

1. Get Ready: The Bronto Fall 2009 Release You may have noticed Halloween displays at the local...