Segmentation as it is. Part 1

Photo US Army (Flickr)

Everyone who owns a mailbox, and many more than one, carefully chooses who to let go, and to whom the way is ordered. First of all, people read that they are interested. But how to be interesting, how to like, how to stand out from the background of information noise?

The future of email marketing is based on advanced segmentation and working with each segment in an individual funnel. This is win win, when the marketer gets the conversion, and the subscriber is interested in the content.

What is segmentation and how does it affect conversion?

Email marketing segmentation is a method of dividing the subscriber base into groups according to gender, interests, consumer needs, actions, and other criteria for increasing conversion.

See how marketers evaluate the effectiveness of email campaigns using segmentation.

• 39% of respondents increased the open rate of mailings;
• 28% lowered the level of formal replies;
• 24% increased deliverability and profit.

About what types of segmentation are and what campaigns you can run on their basis, let's talk further.

Demographics segmentation

Data for this type of segmentation is easiest to collect from the registration form when subscribing to a newsletter.

• Offers with relevant products

Large companies segment subscribers by demography to send offers of various goods to men and women, among them Nike, American Apparel, Lee and others.

If you have a wide range of products for men and women, you will be relevant. In this case, the neutral rate in email campaigns is less effective.

• Promotions for gender holidays

For many companies, holiday mailing is a way to raise revenue. And sales statistics for March 8 confirms this. Food producers report growth of 12%, companies in the health and beauty sector - by 32%, flower delivery services raise revenue by 23%:

Congratulate your customers and you in the email newsletter and present a discount for March 8 and February 23. This is just the case when you need to send offers of goods for women to men and vice versa.

Geography segmentation

By including a city or country of residence in the registration form, you immediately localize subscribers.

SendPulse in the statistics of email campaigns provides a detailed map of clicks, which shows which countries open your mailings.

• Locate the offer

33% of recipients open a letter based on the topic. Segmentation by place of residence allows you to mention the city of the recipient in the subject or prehedera letters. This increases the open rate. Looking at a similar letter in the inbox, a resident of St. Petersburg will immediately want to know which sentence is inside:

Segmentation by region allows you to create an email offer depending on the availability of goods in stock. The trees were delivered to the Moscow warehouse - include in the email proposal, if the trees were not brought to Omsk - replace them with Christmas decorations.

Subgrouping Subscribers

Give the user the opportunity to choose the interval and the contents of mailings.

This idea can be implemented in several ways:

• subscription form with the questionnaire;
• button in the letter with the transition to the email distribution settings.

An example of the second idea from the company Mud Pie, see below.

On the settings page, Mud Pie requests the following information:

• Birthday Subscriber.
• How often the subscriber wants to receive newsletters: the more often, the better; once a week; two times a week; once a month.
• What the subscriber wants to receive in the letter: information about updates; promotions; sales; sales hits; gift ideas.
• What products are interested in him: for newborns; clothes; accessories; presents; seasonal.

Registration segmentation

The database always has a percentage of inactive addresses, which either do not open letters at all, or if they open, then every six months and without a single click.

Before getting rid of such addresses, launch a reactive email campaign that will either wake subscribers or unsubscribe.

Segmentation by registration date will help in this. Do not regret deleting those who have already signed more than six months ago and are not active.

A good example of a reactivation letter from the company IWOOT, in which subscribers are encouraged to active discount.

Appreciate the information that your subscribers give you and try to send on the basis of it emails that you want to open more often and click more!

Read also on the SendPulse blog:

» The best examples of reactivation letters
» About Drip Email Campaigns
» About budget tactics of lead generation