Guide to Segmentation

Letters to everyone are letters to no one. In order to grow sales, products need to be offered to interested users. In email marketing, this problem is solved by the segmentation of subscribers.

Segmentation is the division of a database of email-addresses into groups. Subscribers can be sorted according to various criteria such as gender, age, geographical location, and others. In email marketing, these are not the only options. Users are segmented by their activity in the mailing list, subscription methods, actions on the site and other characteristics.

Why do you need it?

Segmentation – a way to send subscribers letters that are useful and interesting to them. The correct division of addresses affects not only the marketing result but also the credibility of your email. If you have not segmented the database, the deliverability of letters may fall. After all, users will receive irrelevant information, and therefore more often unsubscribe and mark an email as spam. The reputation of your domain will decrease, and in the worst case, email providers will block your domain. Therefore, you will not be able to post.

Here are some segmentation options.

Age

This classic segmentation method helps you target specific personas, messaging more effectively based on common characteristics.

Gender

This segmentation type is perfect for product and goods companies. If your goods are categorized by gender, then your emails should be as well.

Quick note: Make sure you’ve collected the right data. Consider loopholes that may cause misinformation, like a customer buying a gift for someone of the opposite gender. Track engagement over time, and if there’s a trend of disinterest in your gender-specific emails, send a segmented message asking them to update their preferences with correct information.

Location

Separating subscribers based on location (city, zip, state, province) is a perfect method for event-based communications. Partner location-specific segments with dynamic content, and you’ll be able to send specific details about an event for each location while saving time by sending a single campaign.

Birthdays and anniversaries

Everyone loves birthday emails and offers. Giving away a simple coupon or offering brings unique click rates up 179% over promotional emails. And not only are click rates increased, but birthday emails generate 342% higher revenue than promotional emails (Experian). If your sales are based more on special occasions, keeping track of your customers’ anniversaries is a great way to show you care—as well as increase engagement and revenue!

Summary

  • Do not try to divide the base into many small segments. You will spend a lot of time and efforts on this. Focus on the 2-4 segments: first, look at how users react to changes in the list.
  • Rate how your subscription form is framed. To make it easier to share contacts, invite users to choose their own segment.
  • If you do not plan to divide the database into segments initially, consider that subscribers may lose interest in mailing list over time. Create in advance the “Resuscitation” segment.

 

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