Why Segment?
Segmented campaigns get 14% higher open rates and 101% more clicks than non-segmented campaigns. Why? Because relevance drives engagement. When you send content that matches the recipient's interests and needs, they are more likely to pay attention.
Ways to Segment
There are countless ways to slice and dice your list. Here are some of the most effective methods:
- Demographics: Age, gender, location, job title. This is the most basic form of segmentation but still very useful.
- Purchase History: What have they bought? How much have they spent? When was their last purchase? Use this data to recommend related products or re-engage lapsed customers.
- Engagement Level: Segment your list into active, at-risk, and inactive subscribers. Send different campaigns to each group to maximize results.
- Behavioral Data: What pages did they visit on your website? Did they abandon a cart? Did they download a whitepaper? Behavioral triggers are powerful for timely, relevant messaging.
Creating Dynamic Segments
Modern email marketing platforms allow you to create dynamic segments that update automatically. For example, you can create a segment for 'VIP Customers' that includes anyone who has spent over $500. As soon as a customer crosses that threshold, they are automatically added to the segment and can trigger a welcome automation.
Start Small
You don't need to create 50 segments overnight. Start with one or two broad segments, like 'Customers' vs. 'Non-Customers', and refine your strategy as you gather more data. The key is to start sending more relevant content today.
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