You’ve probably heard now and again how important segmenting is to your email marketing campaign. It is, according to MarketingSherpa’s Email Marketing Benchmark Report, one of the strategies most widely used by marketing professionals to increase relevance and engagement – it is used by 37% of the professionals. So, segmenting contacts is a big thing that you can no longer afford to avoid. If you’re not yet convinced, think about this.
Although your audience is already interested in your product/service/brand, they are not all the same, and they are not at the same stage of your sales funnel. More than that, they are people, and people are different, they like and will respond to different styles of messages, copies, and calls to action. Sending the same message to this big and diverse group of individuals seems like a cop-out, don’t you think? That’s where segments come in: you can use them to segment your audience into smaller groups according to key attributes. You can use a static attribute, such as sex or birthday, or you can segment them according to their interests (such as football teams), you can even segment according to the domain of their email address. You can create specific dynamic fields to segment your contacts, using an attribute that is key to your business. There are lots of possibilities.
And now, on Mailee.me you have a new way to segment your contacts: by engagement. This type of segment takes into account the behaviour of your customers and how they interact with your messages. This information provides you with appropriate segments to send even better, more targeted campaigns.
How does it work?
Before creating your segments, you have to set the attributes for us, so that we can search and show the contacts that will be a part of this segment. In order to do that, you should access Contacts > Advanced search on your Mailee.me Account. You’ll then see, amongst other filter possibilities in your account, the following three:
- Opening Rate: With this filter you’ll be able to see your contact’s opening rate. So, if one of your contacts have opened all of the messages you’ve sent, he/she will have 100% opening rate. If he/she has opened half of your emails, the rate you’ll be 50%, and so on.
- Click Through Rate: It is pretty much the same as the opening rate, but in this case, the variable, or the attribute, will be the clicks on your message’s links.
- Months since last interaction: With this filter you’ll be able to segment your contacts according to their last interaction with one of your messages. If the last time they opened one your messages was two months ago, you’ll now be able to know about this detail.
Why should I segment my contacts by engagement?
Behaviour or engagement is really important for you to better understand how your messages are being perceived by your audience. The information you’ll be able to get by segmenting your contacts is really useful to test new messages, understand what is working and what isn’t, send messages to people who are most interested in your campaigns, such as: important announcements, priority to receive a content piece, to shop, to test a new feature on your website/software and so on. You can work on a loyalty program with these contacts, offering benefits to your best customers.
Another important use of segmenting contacts by engagement is related to how some email clients, such as Gmail, are determining which messages go to the inbox and which don’t. Several email clients are now considering engagement as one of the characteristics that define whether a message will go to the feared SPAM folder. The criteria email clients such as Gmail use are often secret, but it is possible to understand that beyond “traditional” variables such as IP reputation and domain reputation, engagement metrics is also important, so the history between your audience and your messages and how they’re interacting with the content you’re sending is also important to define the position of your messages in the inbox. That’s when the possibility of segmenting your contacts according to the last time they’ve interacted with your message can help you. You can try to win this group back with offers they can’t refuse, exclusive content and other approaches you may find suitable.
BONUS: Managing segments on Mailee.me