It is important to highlight the reason for segmenting them. The strategy allows you to increase the message opening rate by 203%, due to the greater relevance of the calls and subject when there is a targeting.
According to Emarketer, 39% of email marketing professionals believe that segmentation has improved conversion rates, and 28% believe that there has been a return on revenue. Some of the opportunities offered by segmentation include:
Improve campaign results;
Build customer loyalty;
Know the target better ;
Advantages over competitors;
Resource optimization.
Given so many positive aspects from segmenting email marketing campaigns, the execution of the strategy must also be efficient and encompass several steps.
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How to segment email marketing campaigns?
1. Set goals and objectives
2. Identify the target audience
3. Define segmentation criteria
4. Collect new information
5. Analyze results
6. Continue segmenting
How to segment email marketing campaigns?
For segmenting your email marketing campaigns to be a truly successful strategy, it is necessary to determine some important elements of segmentation, as well as to keep the strategy constantly improving.
In the following 6 steps, we explain how to segment an email marketing campaign and maintain the positive results achieved.
1. Set goals and objectives
Many campaigns, whether email marketing or other strategies, show positive results, but the lack of objectives makes it impossible to assess whether the initial proposal was met. By defining clear goals and objectives, those responsible for the campaign have more information to analyze the results and improve the execution.
It is necessary to set objectives for each campaign that switzerland business fax list is initiated, so it will be easier to determine the topics covered and the calls to action used. It is also possible to set a desired opening rate and conversion rate, optimizing the campaign with the intention of achieving these imposed objectives and goals.
2. Identify the target audience
When opting for targeted email marketing campaigns, it is important to understand that not all contacts on the list want to be contacted. Some users choose not to receive future email contacts, and this wish must be respected by the company.
To identify the target audience that wants to receive contact from the company, the available information must be analyzed. The main idea behind segmentation is to make the contacts more personalized and to ensure that they are as relevant to the customer as they are to the company.
3. Define segmentation criteria
Defining the criteria for segmenting email marketing campaigns is a key step in the strategy. This is when you determine which characteristics will be considered when creating them. The information can be divided into two types:
Data segmentation: this type of division is mainly used when there is not much personalized information about the customer. Here, information such as gender, age, region of residence, income, type of product purchased, etc. are used as a determining element of the campaign. For example: sending a bonus to all customers whose birthday is in a certain month.
Behavioral segmentation: this approach is mainly used when a campaign is already running, as it is determined by the interactions of contacts in previous campaigns. For example: separating customers who converted in a given campaign from customers who did not interact.
This way, the company can determine which information is most relevant to segment a campaign and direct the user to contacts that are most interesting to them based on the data they have or their behavior.
Once you have these two types of systematized information, you can separate them by combining the two criteria, making the campaigns even more segmented and, therefore, personalized to a previous preference demonstrated by the customer.
4. Collect new information
After starting an email marketing campaign with clear objectives and defining your segmentation criteria, new information can continue to be collected with the aim of improving the criteria already established.
Working with digital marketing allows strategies to be constantly improved, and with email marketing, these optimizations will allow for improved results and solidified strategy, with efficient management .
New information can be obtained through new purchase forms, satisfaction surveys, promotional offers, etc. This data should be added to the others and form more specific criteria for audience segmentation.
5. Analyze results
In order to improve a campaign, it is essential that the results obtained are analyzed . In an email marketing strategy, it is essential to use trackable URLs, which will allow analysts to verify the origin of accesses and identify whether the traffic originates from email.
It is also possible to create landing pages directly related to the offers made in the campaign and, thus, obtain more information about the customer and track the interactions carried out so that it is possible to analyze them.
With an efficient analysis of campaigns, it is possible to optimize them in several ways, such as adding more interesting calls to action , varying the themes, improving the “subject” of the message, among other aspects that make it more attractive to the user.
Another alternative for more efficient email marketing is to carry out A/B testing , identifying the preferences of user groups and expanding the selected best practices.
6. Continue segmenting
The main challenge of a successful email marketing campaign is to continue with audience segmentation, improving approaches with customers who are already on the lists and adding new customers without losing the quality and relevance of the approaches.
By tracking activities carried out on the website, for example, it is possible to identify the preferences of a given user and direct only content and offers to them that are relevant to their interests.
Segmenting email marketing campaigns allows you to improve customer relationships and optimize resources allocated to the area. The main objective of segmentation is to improve results by sending fewer messages. This is possible by turning each approach into a real opportunity for new business.
