Segmentation Strategies: Tailoring Emails for Maximum Impact

Email segmentation is pivotal in captivating your target audience. By dividing your subscribers into targeted groups based on shared characteristics, you can craft content that more deeply resonates with them.

With strategic segmentation, you transform generic content into intimate conversations that feel handcrafted for each subscriber, driving higher open and click-through rates, stronger engagement, and increased conversions.

Today, let's explore segmentation strategies to help you better understand your diverse audiences and send the right emails to the right people at the right time.

What Is Email Segmentation?

Email segmentation is the process of dividing your subscribers into groups or segments based on criteria using segments and tags in your marketing platform. These segments or tags can vary depending on factors like behavior, location, age, and more.

Email segmentation aims to create more relevant and resonating content for your target audience based on your criteria. In building your email list, you'll have to rely on your ability to craft personalized content for each category of subscribers.

In other words, you can craft more personalized campaigns tailored to different factors based on the data collected about your subscribers.

5 Email Segmentation Strategies

Here are common segmenting tags that can help you categorize your email list:

Demographics

Demographic data often includes income, age, gender, and family status. However, depending on your products and services, you can also target other demographics.

For example, you're selling health supplements to senior citizens. Your target audience is most likely people aged 65 and older. If you're selling a product that benefits everyone, you might have to refine your content based on gender.

Personas

Identifying customer personas — fictional profiles that help keep your target audience in mind — is crucial before developing marketing campaigns for your products and services. For example, your customer persona may indicate that your target audience is mid-20s to late-20s females interested in reading, beauty, and pets.

If you're a pet care store, you can use this data to create products and build your brand.

Email activity

Tracking email activity, such as user engagement, is another way to segment your email list. You can also check email metrics, including conversion, click-through, or open rates, to better understand your target audience and their interest in your brand. Then, you can segment them based on these rates by tailoring content to avoid lost customers.

In this stage, you should be more mindful of inactive or unengaged users, so it's best to think of ways to pull them back in, such as asking them about their interests or using personalized promotions.

Location

Geographic segmentation allows you to divide subscribers based on where they live, including time zones, cities, zip codes, countries, or languages. Through this, you can easily identify and communicate with potential customers by creating targeted emails.

Behavior

Dividing your subscribers based on their behavior is more challenging than dividing them based on demographics and location because it requires you to collect behavioral data. That will help you understand their actions on your website.

Having a robust CRM can help you collect this data, allowing you to send more tailored companies based on past actions. For example, you can divide customers based on their recently purchased products and send promotions for similar products.

You can also use cart abandonment emails to target those who left something in their carts without completing the checkout process.

Takeaways

As discussed, strategic segmentation thrives on sending the right message to the right people at the right time. By dividing your audience into targeted groups, you can craft content that truly resonates with each subscriber.

Segmentation transforms generic mailings into intimate, personalized conversations, building lasting connections while boosting open rates, engagement, and conversions.

With a robust segmentation strategy, you gain granular insight into your diverse customers to create emails they want to receive. While it requires effort upfront, the long-term rewards are immense in terms of subscriber affinity and loyalty. Overall, email segmentation allows you to evolve from a one-size-fits-all approach to a tailored one.

Source:
Mailchimp. (n.d.). Email segmentation. In Resources.