Building lists is challenging. Keeping your lists updated, with contacts engaged, is a constant struggle, but it’s worth the effort. An element that cannot be missed in all these efforts is segmentation. We already talked about how it can bring good results for you. Most people tend to think that targeting is difficult, and that it’s for another type of company. However, that’s not true. Segmenting is for everyone. Let’s take a look at some different ways of segmenting contacts to see that you can also do it.
Some segmentation options:
- Segmentation based on demographics such as age, gender, income, or occupation and areas of interest
- Segmentation based on geographical location, previous purchases, buying pattern, frequency of purchases, preferences, type of products or services
- Segmentation based on preferences of frequency, such as daily, weekly or monthly emails
- Segmentation based on the type of content you send, such as guides, news, graphics, offers, etc.
- Segmentation based on the relationship with the consumer, such as new or old consumer.
Where to Start?
– Identify a key attribute to begin segmenting. What matters most to you and to your business’s time to break into your list? It may be the location, country, or something else from the attributes listed above.
– Establish a clear goal and an end result, but check if this goal is in line with your segmentation technique. Perform this segmentation practice thinking in terms of the expected results. Here, it is worth looking at your past experiences, to see what worked and maybe reapply those.
– Personalize as much as possible. Remember that you can include the name of your contact and plenty of other custom information in your message, including custom fields.
Let’s take a look into a few more important aspects for your strategy:
Frequency is King
Even relevant campaigns may have unsubscribes in case their frequency is not what was promised to the contact. Insert more than one form on your site, according to the frequency that contacts want to receive (within the possibility of your sendings. Actually, this is a good strategy in general: ask your existing contacts how often they would like to receive messages). Also, take into consideration the best practices of design and the time of delivery.
Segmenting is an Ongoing Process
As you send targeted campaigns, analyze the results and look for further segmenting. You can check the contacts that accessed each message the most, see how their results were sent to each list, and separate them from those contacts who never interacted with your message.
Work with different contacts in different ways. Create a re-engagement campaign for contacts that haven’t interacted yet.
Individual and Group Behaviors Differ
Do not assume that the behavior of people in the same age group will be the same. If you’re planning a strategy, other information you may have at hand, such as purchase history and patterns (in general) can help you think about it.
Gather Information Wisely
While collecting information from your contacts for segmenting, do not ignore the fact that the process should be simple. The downside to collecting a lot of data – filling out too many details is something that no one likes. Therefore, only get the information you need the most, and try to use objective checklists.
Simply put, email segmentation is separating apples from oranges. The point is to see what is most important to you and your customer and keep trying. Make sure you give enough thought to your segmentation strategy before you begin. Brainstorm with your team. And remember: if your list is already good, you’re just taking a risk to have even better results.