Increase Engagement with a Segmentation Strategy

Why intentional marketing will always win. Data segmentation can enhance the likelihood that your audience will be receptive when your brand communicates. Think of email segmentation as the fusion of science and art, strategically sending fewer emails with a more substantial impact on your brand's revenue and reputation.

By the end of this article, you will possess the insights required to initiate your own email segmentation strategy, fostering increased engagement and conversions, all while prioritizing your customers.

Differentiating between Batch and Blast and Segmented Email Marketing: The Triumph of Intentional Marketing

Batch and blast marketing is a thing of the past. The obsolete batch-and-blast approach is being replaced by consumers' desire for personalized messages, maintaining engagement with their favorite brands, and receiving content that is specifically relevant to them.

Email segmentation, in contrast to batch and blast, involves dividing your master list of subscribers into smaller, targeted segments based on factors such as online behavior, psychographics, and demographics. The objective is to create audience-led content that resonates with specific segments, resulting in improved deliverability, reduced unsubscribe rates, increased engagement metrics, and enhanced conversion rates. The long-term health of the brand, as indicated by reputation reports, also benefits from effective segmentation.

The success of email segmentation depends on data quality, segmentation methodology, and tailored content creation.

Enhancing Sales and Connections: Seven Email Segmentation Ideas

Begin with these segmentation ideas and refine them based on your audience's preferences. As you gain insights into your target audience, personalize your messaging and strategy further, adapting to customer attributes and behaviors. Once you understand the types of segmentation suitable for your business, align the collected data with relevant content using these ideas:

Newcomers to Your Business

Engage new subscribers with essential introductory content, emphasizing top product features, brand storytelling, testimonials, and customer reviews.

Past Purchase History

Segment customers based on their past purchase behavior, distinguishing between one-time customers, highly active customers, and those who made at least one purchase. Tailor offers and perks accordingly.

Customer Reviews

Segment customers who have left reviews for your products, facilitating responses to both positive and negative reviews. Use incentives such as discounts for customers who submit photos with their reviews.

Customer Lifetime Value (CLTV)

Segment customers based on CLTV, offering exclusive perks such as early access to new products, special discounts, or unique product drops for high-value customers.

Acquisition Source

Segment your welcome series based on the acquisition source, tailoring messages to subscribers who joined through referrals or different channels.

Last Viewed Products

Create segments for browse abandonment emails by considering customers' last viewed products. Tailor content based on popular or high-value product categories.

Abandoned Cart

Value Customize abandoned cart emails based on the value of the abandoned cart, offering compelling messaging or discounts accordingly.

Monitor and Adjust Your Segments With Time

As you send email campaigns to your segments, it is critical to monitor how they are performing through the following metrics:

Click rate
Conversion rate
Revenue per recipient
Deliverability rate
Unsubscribe rate

After you have analyzed your real-time performance data, you and your team can adjust, consolidate, delete, or segment certain segments even further. Remember that certain segment behavior will change over time so should constantly be analyzing and updating your segments with each campaign you send.

EmailElement makes Segmenting Easy

This is why EmailElement makes your life easier. Updating segments and tracking behaviors in one platform rather than recreating the same rules, targets, and segments in multiple ESPs wastes too much precious time, energy, and resources.