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Segmentation

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.

Many businesses still imagine their email subscribers should simply all get the same content. It’s one big list, with minimal effort put in. That minimal effort shows. Nearly half of those who subscribe to email lists end up trashing those emails.

If all you have to give them is something generic, then they’re not getting something back that is worth the value of their information. This is why segmentation is so important; it’s equally important whether you are marketing B2C or B2B.

Listed below are the top 5 ways you can segment your list: 

  1. 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.
  2. 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. 
  3. 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? 
  4. 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?

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.

Example

A fashion retailer might use segmentation to create lists within their email subscribers for men and women, and then several interest-based segments such as footwear, accessories, dresses, and swimwear to create hyper-relevant email campaigns.

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