Discover - Segmentation & Targeting

Test, learn, repeat

Data is the foundation for all of Discover’s email marketing programs. Working with e-Dialog’s database marketing experts, the company takes a rigorous approach to customer engagement based on segmentation, analytics, and testing. e-Dialog applies business rules to the file delivery process to create audiences based on segmentation variables such as: card usage, Website engagement, tenure, last login date, and message type (promotional vs transactional messages). Then content and creative are dynamically configured based on these segments with custom publishing and versioning. e-Dialog regularly tests campaigns to identify the best performing creative and messaging for each segment and continually supplies Discover with audience-based analysis and performance data. Discover then analyzes the reports internally and applies learning to the next campaign.

Discovering a path to success

By employing smart segmentation and a test and learn philosophy, Discover has achieved continual improvement to its email program over the last three years. Open rates have increased an average of 27% and unique click rates increased an average of 149% with a reduction in unsub rate by 67%.

e-Dialog and Discover team up to advance segmentation and targeting

Unique click rates

increased an average of

149%

Discover Financial Services (Discover) is a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Since its inception in 1986, the company has become one of the largest card issuers in the United States with the Discover card. Discover also offers many banking and loan products, and runs payment networks such as Diners Club International and Discover Network. Superior customer service is at the core of the Discover brand, and understanding their customers is a top priority. This dedication drives Discover’s results-oriented marketing strategy of using targeted segmentation to deliver the right

message, to the right person, at the right time.

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Open rates have

increased an average of

27%

A reduction in

unsub rate by

67%