Segmentation is a crucial factor behind successful email marketing. It enables you to send the right message, to the right customer, at the right time. But how can you segment your data to provide a better experience for your customers? Here are 5 useful pointers.
Using your customers email behaviour, you can target those who never open your emails. This could be done through a re-activation campaign to win back some of your customers, perhaps including an incentive for the customer within the email. Additionally, you can keep these non-openers held back from the list by suppressing those inactive users.
The most common type of segmentation is based upon simple data held against each individual such as gender, date of birth, location and more. To make the most of this type of segmentation, think about what is a priority for your business. If you have retail stores, then campaigns coming from the customer’s local store or announcements of new openings in their area are a great addition. Alternatively, maybe you have different offerings for each gender which you take advantage of. And I’m sure most people will appreciate a happy birthday email.