However, many businesses send generic emails. They send the same email to telemarketing data everyone. This is not effective. It can even annoy subscribers. Segmentation solves this problem. It ensures your emails are relevant. Therefore, it is a must-have strategy.
Why Segmentation is so Powerful
Segmentation makes your emails relevant. A relevant email feels personal. It feels like it was written for you. This builds trust with your audience. People are more likely to engage. They are more likely to buy. It is about sending the right message. Sending it to the right person. Sending it at the right time.
Furthermore, segmentation improves your metrics. It raises your open rates. It increases your click-through rates. It also lowers your unsubscribe rate. This is because subscribers see value. They do not feel spammed. They look forward to your emails. So, segmentation is a win-win.
Basic Segmentation Criteria
There are many ways to segment. The most basic way is by demographics. This includes age and gender. It also includes location. For instance, you can send local event invites. You can send weather-specific offers. This makes your emails more targeted.
Another basic way is by list source. Did they sign up from a blog post? Or did they sign up at a trade show? Knowing the source helps. It tells you about their initial interest. You can then tailor your content. Therefore, it is a great starting point.
Segmentation by Behavior
Behavior-based segmentation is very powerful. This is about what people do. For example, did they open your last email? Or did they click on a specific link? This behavior shows their interests. You can then send more of what they like. It keeps them engaged.
You can also segment by purchase history. What products did they buy? You can recommend similar items. Or you can offer a related accessory. This is a very effective sales tactic. It shows you understand their needs. So, behavioral data is invaluable.
Engagement-Based Segmentation
Not all subscribers are active. Some are highly engaged. They open every email. They click on every link. These are your most valuable subscribers. You can send them special offers. You can ask for their feedback. Treat them like VIPs.
Conversely, some subscribers are inactive. They have not opened an email in months. You can create a re-engagement campaign. This campaign can try to win them back. If they do not respond, you can remove them. A clean list is a healthy list.
Website Activity Segmentation
Website activity is a rich source of data. You can track what pages they visit. Did they visit a pricing page? Or a specific product page? This shows purchase intent. You can then send a follow-up email. It can offer more information. Or it can offer a special discount.
Furthermore, you can track abandoned carts. Many people add items to a cart. But they do not complete the purchase. You can send a reminder email. This email can bring back lost sales. Therefore, website activity is a goldmine for segmentation.