What is Segmentation in Email Marketing?

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What is Segmentation in Email Marketing? | Emailcenter

In order to make your email marketing campaigns more relevant you need to get more targeted. To do this you need to be able to filter your email list by different attributes and create smaller groups of subscribers to define the content you’re sending them – and this is where the Maxemail segmentation tool comes in.

What is Segmentation?

Segmentation is a term used for dividing your email list into groups of subscribers that are defined by common demographics, actions, requirements and interests, all of whom would benefit from receiving an email more tailored to their needs. By having different segments you can start forming email content strategies and measure the improvement in performance.

In Maxemail, the segmentation tool allows you to create filters on top of your email lists that look at information you have collected against each customer, such as purchase history, preferences or demographic data.

You can also filter on the level of engagement with your email campaigns over time. For example, if they haven’t opened your emails in the past 6 months or if they have unsubscribed from your emails, so you don’t target them moving forward.

Segmentation Examples

There are endless uses for data segmentation, which include:

  • Creating segments based on customer preferences and only sending emails containing news stories relating to your subscriber’s interests or only sending to those that have bought from a particular product category
  • Creating segments based on customer behaviour to send them emails at the appropriate time, such as a welcome email to new subscribers or reactivation email to those who have not purchased or engaged within the past year

Where to start?

Have a play around with the segmentation tool in Maxemail so you can understand how data can be filtered. To start, try filtering by gender and create a segment for both male and female. From here you can create different email campaigns to target each segment.

Look at the reporting and see what uplift you get. You should then be able to justify the extra effort involved and think about what pieces of data are really important for segmentation purposes.

Targeting Segments with Personalised Emails

If you’re making the effort to segment your customers, it’s worth creating personalised messages when sending your targeted email marketing campaigns. The benefit of personalisation is you can create a single email campaign and insert rules that will tailor the content to the individual, such as leading with their name.

Targeting Segments with Dynamic Content

If you wanted to go one step further, you can segment your customers and target them with emails containing dynamic content. This goes beyond simple personalisation and delivers a one-to-one experience for those customers within your chosen segment.

For example, you could create an email campaign for your male and female segments and then have the hero image or product recommendations change relating on their interests or past purchases.

About Rupert Adam

Marketing Manager at Emailcenter, the UK's largest independent ESP.