The biggest and best always segment data well. Ahhh, actually, not always…

By Michelle O'Keeffe on February 11, 2014

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I guess most people assume that the big guys always do things the best, but I’m about to give you a very simple example of where this isn’t the case. What hurts the most about me doing this is that it involves one of my favourite companies, Apple.

In my very humble opinion, Apple do so many things right, but when it comes to data segmentation, it appears they are lagging behind. We are always helping our clients to understand the value of data segmentation and implementing systems that help them achieve this. Data segmentation is really about providing valuable content to your audience or customers. If you send them something that isn’t of value or not relevant to them, they will switch off from your communications, simples.

So, here’s an email I received from Apple today (below). The subject was ‘Get an iPad for uni. And A$50 for apps’. Seems fair enough as I think students go back to Uni next week, right? So, here’s the problem, I work in a Digital Communications Agency (for more years than I care to count) and I already own an iPad. So why am I receiving this email? What baffles me even more is that I already have an iPad and it is registered with Apple. Which makes this email wrong on two counts:

First, I already have an iPad so I don’t need to receive emails about iPads. This would only be relevant to me if they understood how often people turn over their iPads, then sent them an email based on that information. Again, another form of segmentation.

Second, I don’t go to Uni, so I don’t want to receive emails about Uni discounts. They only tell me Uni Students can get your products cheaper than me. I’m actually OK with that, you just don’t need to remind me….

Apple, don’t get me wrong, I love you! But, please, you must have so much data about me, via my iPhone, Mac and iPad, surely you can send me something relevant.

Hopefully this simple example showed you the value of data, segmentation and how important it is to get it right. If you don’t, people switch off. Or worse, they get annoyed!

If you think you could be doing this better (or maybe feel like it’s time you started doing it) we can help out. Give us a call and lets have a coffee.

Apple Email

Michelle has been in marketing strategy for over 20 years. Michelle got involved in Engaging from Day 1 with the conviction of creating a business that ‘does great work with great people’, including clients, partners and staff. A born problem solver, she immerses herself in clients’ businesses and reconstructs their sales & marketing activities to ensure they operate to deliver directly on the business’ objectives. Michelle is passionate about maintaining a company and company culture that leaves the world a better place than we found it.

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