Different groups of clients have different needs, interests or buying habits concerning a certain product or brand. If you always send messages about a product to a person that’s not interested at all, eventually they’re going to unsubscribe or report your emails as spam.
The solution for bigger efficiency of email marketing campaigns is organizing your list on relevant criteria.
Segmentation is the process of dividing customers into distinct groups based on criteria you consider relevant for your email marketing campaign. These criteria can be based on demographic data, the past behavior of your subscribers, or other information you might have about them.
A well done segmentation will allow you to send messages suited to your subscriber’s needs and interests. This is also a way to avoid spam reports and it’s good for your reputation so it increases deliverability.
The data base of your subscribers is not homogeneous. If you send the same message to all your subscribers, you can’t get to everyone’s need or desire.
With segmented groups you will be closer. Also, sending irrelevant messages will determine your customers to hit the unsubscribe link or the spam button.
How to create segments of subscribers
To start segmenting your list you need to gather as much as possible about your subscribers.
First step can be made as soon as they subscribe by conceiving the subscription so you can find out what you need to know.
But, be careful asking too much might lower the subscription rate. You can ask more in the confirmation email sent to the user after subscribing or in any other email sent afterwards. Any interaction with the user is a chance to find out more.
The criteria you can use to divide your list in groups are various and you have to choose them accordingly to your communication needs.
You can segment based on the information you have about your subscribers (customer/potential customer, preferences, purchased products, etc).
The most common criteria of segmentation are: demographic data, personal interests and past behavior.
This is information like age, sex, location, studies.
This kind of data can be obtained at the beginning of the relationship with your subscriber through the subscription form.
The best way to get this kind of information is to request it in your messages. Be careful about how much information you request and how often you do it.
Each sending action can be evaluated by indicators about the behavior of your customer (opening rate, clicks, conversions/buys, answers, etc). Those are very important criteria you have to take into account.
For example, you can create a segment with the subscribers that opened or clicked links in your emails, these are the active ones and you have to take good care of them and reward their loyalty.
If you’re selling something you could create a segment with subscribers that bought a certain product from you. You could send offers with related products to this segment.
Another segment you should not neglect is the one of the subscribers that share your message in social media.
Are you segmenting your list? What other data you use when creating your segments? Please let us know in the comments.