Email segmentation is the process of dividing an email list into smaller groups based on certain criteria, such as age and interests. Segmentation allows companies to create more targeted and personalized email campaigns that are tailored to the interests and needs of each group. For example, a retailer might segment their email list based on past purchase history, sending tailored product recommendations and promotions to each segment.
Email segmentation is one of the most important aspects of creating a successful email campaign. Through segmentation, you can achieve better subscriber satisfaction, because you are catering to their individual needs. In this guide, we’ll teach you all about email segmentation, so you can learn how to come up with the best strategy for your business.
Best Email Segmentation Practices
Follow these fundamental practices to create a powerful segmentation strategy:
Define Your Objectives
Prior to segmenting your email list, it’s smart to establish clear goals and objectives. Consider what you want to achieve through email segmentation, such as increasing open and click-through rates, driving sales, or boosting customer engagement. Establishing clear goals and KPIs will help you measure the success of your email campaigns and ensure that you’re on track to achieve your objectives.
Collect Data
To effectively segment your email list, you need to collect data about your subscribers and create a target customer profile. This can include basic demographic information, such as age, gender, location, and income, as well as information about their behavior, interests, and past purchase history. You can collect this data through surveys, sign-up forms, and analytics tools, such as Google Analytics.
Analyze Data
Once you’ve collected data about your subscribers, it’s time to analyze it to identify common traits or behaviors among your subscribers. This analysis can help you identify trends, preferences, and patterns that can inform your segmentation strategy. Use data visualization tools, such as graphs, charts, and dashboards, to help you make sense of the data.
Define Your Segments
Based on your analysis, create segments that are relevant to your objectives. Consider segmenting your subscribers in as many categories as you can. The more you can segment, the better, as it allows for better personalization. Here’s a list of different segments you can use:
Demographic Segmentation
This category includes:
- Age
- Gender
- Location
- Occupation
- Income
- Education level
- Marital status
- Language
Psychographic Segmentation
This category includes:
- Personality traits
- Lifestyle
- Values
- Attitudes
- Interests
- Hobbies
- Behavioral patterns
- Opinions
Behavioral Segmentation
This category includes:
- Past purchase behavior
- Purchase frequency
- Purchase value
- Product preferences
- Brand loyalty
- Website browsing behavior
- Email engagement behavior
- Social media behavior
Lifecycle Segmentation
This category includes:
- New subscribers
- Active subscribers
- Inactive subscribers
- Lapsed subscribers
- VIP customers
- Frequent purchasers
- Infrequent purchasers
- Abandoned cart users
Preference Segmentation
This category includes:
- Content preferences
- Email frequency preferences
- Channel preferences
- Product preferences
- Discount preferences
- Communication preferences
- Device preferences
Develop Personalized Content
Use the segmented data to create targeted and personalized content for each segment. Consider each segment’s unique interests and behaviors, and tailor your content accordingly. For example, you might send product recommendations to subscribers who have made a purchase in the past, or send exclusive content to subscribers who have shown an interest in a particular topic.
Test and Refine
Once you’ve implemented your email segmentation strategy, it’s important to test different campaigns and segmentations to see what works best. Use A/B testing and other analytics tools to track results and refine your strategy over time. Pay attention to the metrics to determine if your strategy is working or not.
Automate Your Campaigns
Marketing automation tools can help you streamline your email campaigns and save time. Use automation tools to ensure that each subscriber receives the most relevant content at the right time. For example, you might automate a welcome email series for new subscribers or send abandoned cart reminders to subscribers who have left items in their shopping cart but haven’t yet made a purchase.
