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4 Simple Ways to Segment Your Database for Email Campaigns


4 Simple Ways to Segment Your Database for Email Campaigns

Segment, segment, segment is probably the most heard word in today’s marketing departments and even more so in digital marketing departments when creating email campaigns.
The segmentation allows us to communicate with customers in a way effective , with personalized messages that arrive at the exact moment of your Latvia Phone Number List journey buyer . The biggest challenge is where to start segmenting the database if we have never done it before, the information available from our clients is many and it is important to start with a simpler segmentation and then move on to more complex segmentations.

Where to start segmenting?

1. History of conversation with your customers

The most valuable thing that we already have available in our email marketing databases is what has already happened with our clients, that is, doing a study of previous email actions during a certain period of time and making segments according to:

The type of messages they have opened;
The type of messages they have clicked;
From what moment do the open rate begin to drop from the moment of registration.
With this analysis, we can easily identify clients who are interested in one type of communication and others in others and in addition to this, how long they remain interested in our messages.


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2. Behavior

Creating automated emails (automatic emails based on a client’s action on the website) is a very powerful way to segment the database, the communications that the client will receive will always be according to a specific action that they have carried out on the web. What actions can they be? hopping cart abandonment: Has the customer abandoned the Betting Email List cart just before making the payment? send a reminder email with the products you had selected and also add a discount voucher to encourage the purchase);
Related products: has the customer performed an action on the web (purchases, downloads for example)? send you more products / content related to what you have been interested in on the web (promoting cross-selling ). These are two examples of actions that you can take on your website, however, you must evaluate what actions the client does on your website and create communications from there.

3. Email opening hours

As we already know, clients are not all the same, nor do they have the same lifestyles and that is why each one has their own hours in which they are more likely to open communications by email.

We can test different times for sending email communications instead of sending them all at once. After running multiple tests, customers can be segmented by similar opening hours and dispatched based on the hours they are most likely to open.

4. Types of client

Another way to segment customers can be to group them by types of customers, we can have mainly three different types of customers:

Best customers – those who buy many times or have a very high average ticket;
Non buyers – they are registered but do not usually buy;
Customers who have made purchases in the past and have not repeated ;
For each of the segments a specific message is adapted according to their behavior and interaction with the brand.

After implementing some of these basic segmentations, you can start to enrich the database with more qualified information through qualification campaigns or add information from social profiles to existing contacts.

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