Send an email campaign using segmentation

Segmentation in email marketing is a strategy of dividing the subscribers into groups of the same age, interests, needs, actions and other criteria. It helps to increase open rate and a click-through rate of email campaigns. The results of marketing research are as follows:

  • 39% of email marketers have increased email open rate of their messages;
  • 28% have lowered the unsubscribed rate;
  • 24% have improved the deliverability and overall profit.

 

Personal data of subscribers is a core element for segmentation

Basic information that is used to segment the audience is collected during the subscription process. Segmentation criteria are made based on these data.

It is recommended to segment subscribers according to the following criteria:

Gender

This information can be useful when you send:

  • Congratulations on holidays (Mother’s Day, Father’s Day etc.);
  • Offers for certain categories of goods/services (cosmetics/tires).

Country

This information can be useful when you send:

  • Changes in the content of emails depending on the place of residence of the customer (for example, offer swimwear to the residents of the south, heaters to the residents of the north);
  • Improve the efficiency of your mailings (views/clicks) by mentioning geographic information in the subject line and message body (for example, "Only today - a 30% discount on jeans in Moscow").

Registration/Subscription date

This information can be useful when you send:

  • Gifts or discounts for clients who have been registered for more than a month;
  • Transactional emails to customers who registered in the service but didn’t buy anything.

How to segment?

Parameters for segmentation are variables in your address book and additional criteria in the service. All data have to be divided in the address book in different columns.

Parameters are set on the first stage of creating a campaign after you choose the address book.

Step 1. Choose the address book and then mark “Send to a part of the list”.

Step 2. Specify segmentation criteria by clicking "Add a list segmentation criteria".

In the first drop-down list, select one of the parameters.

In the second drop-down list, choose the criteria for segmentation.
In the third empty field, write the criterion.
        For example, if you only need to send an email to those customers who live in London, do as follows:

        Choose "Variable City → equals → London" and save the segment giving the name to it (the name of the filter).

        It will look like this:

This variant of segmentation is applicable not only to variables, but also to the email address and its domain and local part.

        For example, you need to select customers’ email addresses of which are registered in the mail service @ gmail.com.

        Choose "Email: domain part → contains → @gmail.com".

Saving a segment

Having saved a segment, you can use it in your future mailings.

You do not have to set the criteria of the segmentation from scratch every time; simply select the "Use the saved segment".

In addition, you have the opportunity to split the list of clients in the address book into groups in advance and use the saved segments while email sending.

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