Email marketing gives you the opportunity to send each client an offer that suits them. To do this, you just need Parameters for to spend time on proper segmentation . This article will be about the features by which you can distinguish segments of the base.
Segmentation by demographic data
The following data can be requested from the subscriber during registration or after it, and can be used to build basic segmentation.
Knowing the subscriber’s gender is useful not only for companies whose El Salvador Email Database products are divided into women’s and men’s (for example, clothing and accessories), but for everyone in general. Depending on the gender, you can package the offer differently, which will ultimately yield better results.
There are two reasons to ask for a date of birth
to be able to congratulate the subscriber on their birthday and offer a discount, and to offer suitable products in the future depending on the age group. This can affect the design of offers, the tone of communication, and the selection of products, which will be different for each person.
Geography
You can also prepare different offers depending on the region. You don’t need to ask the subscriber for this data, since many mailers detect the location automatically.
Segmentation by behavioral factors
You can get data on actions with letters in the mailing platform, and on activity on the site in the analytics system.
New subscribers
Working with this segment is very important, because immediately after subscribing, the user will decide whether to read the newsletter or not to think about it anymore. Therefore, you need to create a good Welcome chain that will lead new subscribers to target actions. Speed and involvement are important here.
By the way, Welcome letters are one of the most effective Email marketing tools. According to Experian Marketing Services, Welcome letters are much more effective than promotional mailings:
Active subscribers
Separate campaigns should also be created for those subscribers who are actively involved Buy Email Database List in communicating with you. They open letters and click on links – they are the most loyal to the brand. Based on these indicators, you can create a segment, the correct communication with which will bring the company the most results.
Inactive subscribers
There are several scenarios for working with this segment: 1) let it go and forget, 2) pretend that nothing is happening, 3) launch a reactivation campaign .
The third option is the right one. First, you need to reduce the frequency of mailings for inactive subscribers. Then we offer value, give gifts. If this does not work and there is no response, we exclude from the database. This will help to avoid complaints about SPAM and, as a result, will affect the deliverability. That is, the option of ignoring the problem is clearly the most dangerous.
Link clicks
Clicking on a specific link is a reason to get into a separate segment of the base. This action can characterize interests, especially if you offer the subscriber to choose an interesting direction for him. Conclusions can also be made based on indirect signs, without asking direct questions.
Activity on the site
The subscriber’s actions in different sections of the site will help determine the Mailing Data area of his interests. After going to the product page from the letter, the user may become interested in other products of the company, which means it is worth talking about this additionally.
Advertising campaign
The source from which the contact was received can tell a lot. Firstly, it will help to make the right product offer, and secondly, to justify the expectations from the mailing. The content of the Welcome series should continue the offer of the advertising campaign, in which case the subscriber will be able to organically enter into communication with the brand. Different approaches can be for online and offline clients. Find out how to properly collect a subscriber base at offline events .
Scoring
This functionality is available in most marketing platforms: it allows you to assign points to subscribers for actions. Different points can be “weighted” differently, which means we can quickly and easily identify the segment of the most or least active subscribers.
