Email Marketing Segmentation

19th May 2021 0 By indiafreenotes

Segmentation is the division of email subscribers into smaller segments based on set criteria. Typically, segmentation is used as a personalization tactic to deliver more relevant email marketing to subscribers based on their geographic location, interests, purchase history, and much more. Segments are created so that the marketer can cater specifically to each different email list and that list’s independent interests, rather than creating one mass message for all.

The basic identifiers for someone’s digital existence is their name and their email address. If you’re trawling your database and encounter very old email addresses, fair warning emails tend to degrade. People change email addresses when they change jobs, change webmail providers, adopt a different handle, or simply change their throwaway, but don’t worry about this now. When your campaign is underway, you’ll be able to track unresponsive email addresses and cull them from your list.

  • Existing email list: Of course, if this isn’t your first email marketing rodeo, then draw from your previous efforts at list-building.
  • Email account: Naturally, the first place you might look would be your present and former email accounts. Webmail accounts in particular make it easy for you to export your contacts, usually in CSV format.
  • CRM: If you use a CRM (and take steps to maintain clean data) then you’ll have a wealth of contact information in here. If it’s a fairly well-known CRM, there’s a good chance your email marketing service provider integrates with it already. If not, you can export your contacts in a CSV file.
  • Contact management system: Contact management apps can sync with your email, phone, and social media, so you might be able to get most of your contacts in one fell swoop. (Your CRM may have already replaced this, though.)
  • Ecommerce platform: Check your online store for current and past customers. Different platforms have different methods for exporting customers: depending on the solution, you may be able to export their purchase orders, their email addresses, and other relevant information. Check whether your email marketing solution integrates with your ecommerce platform.

5 ways you can segment your list:

  • B2B and specialization email segmentation: You work with other businesses. You may sell or provide services to other businesses. And because of the different people you work with, you wouldn’t send the same email to a vendor contact as you do to a sales manager, a marketing specialist, or an administrative assistant. They each require their own messaging.
  • Geographic email segmentation: The most obvious way to segment emails is through geography. For instance, imagine your business is hosting a special event. You send out content to a full email list, which includes contacts both local and distant.
  • Content-specific email segmentation: For this, you need to rely on data collected about specific contacts. What pages did they visit on your site? What did they download from it? What tools did they use? Did they purchase anything?
  • Influencer email segmentation: This is more complicated than the title alone suggests. Customer loyalty is no longer just about purchase totals and the frequency of purchases. Today, it’s about who recommends your brand. Who’s given you testimonials or reviews? Who shares your brand on social media? Which platform? How effective are they? Send superficially to those customers and show them some love for being a voluntary brand ambassador.
  • Behavior-specific email segmentation: This goes into a level of email marketing segmentation that’s even deeper. How long is a customer lingering on a page? How many pages do they view on an average visit? Do they visit and buy quickly, like an impulse buyer? Or do they visit a few times in a week, loading the same items into an online cart and canceling, like a nervous buyer?