Deserved praise

I just received well-deserved praise for our target group expertise.  
That is, self-praise.

Of course, I can also praise us for our straightforward and very tactical email marketing. Namely, I was just analyzing the success of our campaigns implemented over two years.

The scientificity of the analysis to the extent that certain things were constant:

• In both years, the target group was Melba Asiakaspankki, which is maintained with the help of Suomen Asiakastieto Oy's register.
• The register was always refreshed before sending the campaign.
• The content of the campaign was not modified according to the target group, only by product.

The differences were, in turn:

• In 2019, our target groups were larger.
• In 2020, we divided our target group into 7 different industry-oriented profiles, in addition to which we focused on a step larger companies
• The contents of the campaigns were still product-oriented.

Quality instead of quantity:
A better choice of target groups led to their consolidation. The number of companies we are interested in decreased by 6,500 companies. It naturally also led to a decrease in the number of signals (openings and clicks). However, the most important thing was the clear improvement in quality of more than 10 % units.

What in 2021

My goal for 2021 is that we learn to talk to each of our customer segments in a way that is more interesting to them. Although our campaigns will continue to be product-oriented, there are small nuances in them considering different segments.