Email segmentation based on valid customer data is one activity that could lead to quality user engagement, deliverability and better ROI due to personalised targeting.
Segmentation is a proactive way to keep your users on their toes and get a strong foothold on your email marketing campaigns. Any email marketing program that provides the necessary stress on segmentation could be offering multiplied value for the marketers and firms alone. The science and know-how of carrying intelligent segmentation should be put to relentless tests and feedback implementations for your email marketing campaigns to be top performing. We will hereby put a note on the importance of segmentation in email marketing.
Email segmentation could be done across many parameters primarily divided as attributes and user behaviour. Attribute based segmentation is carried out across multiple age groups, gender, geolocation, hobbies/interests, job roles, income etc. Activity or user behaviour like opens/clicks, purchase history, web behaviour, email activity etc. could be used to create smart segments that will enable the marketer to carry out personalised email targeting, and serve customer content based on their demands. This will result in maximum engagement and return on investment added with several other benefits.
Segmentation ensures better deliverability and avenues for detailed email analytics and generates valid data that could in turn be translated as leads. We try bringing in a few cases where you could be carrying out intelligent targeting further. Segmentation based on gender could possibly help you in delivering content which are specific to males or females. Different genders are subjected to different response at the levels of the chosen subject. Segmentation based on geolocation goes a few variables further down the line, where you could be using geolocation data of the customers to serve them content relevant to their location. Age group based content could be served according to the liking/dislike for a particular category of products pertaining to an age group. Mechanisms to capture user interests should be implemented in your portal in the form of a user login page or activity tracking.
Activity based segmentation could be used for personalised targeting at many levels. The customer throws in many valid user interactions from the instance of website visit to the extent of completing a purchase or providing a purchase feedback. These interactions which are captured from the website or updated in the CRM could be used to create required segments. Triggered mailers which are automated for specific customer activity could be used to target customer segments created based on activity. This could be implemented at two more levels – purchase history and email activity. Information on past purchases could be used for predictive analysis and building customer persona which could be used for smart targeting.
Email activity based segmentation could drive in more user interaction. From the point of user induction to a matured point in the customer lifecycle where the customer passes through many milestones could be used to classify customers as active/inactive/hyperactive databases and use mailing plans that correlates with each segments. Smart targeting ranging from welcome mailers (brand induction mailers) to promotion mailers and re-engagement mailers could be scheduled for activity based segments backed up by relevant activity data.
It has to be always kept in mind that the data optimisation process could be put to good use and with the help of logical operators you could be creating a number of performing segments for your email programs and help you in gathering user engagement reflected in terms of deliverability, open-click rates and ROI. Email marketing companies in India could offer you consultation regarding the segmentation activity and help you in better user targeting for your email programmes.
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