Most of you know that segmentation and testing are the best strategies for effective email marketing. But do you use them? You may have only heard or read about them so far. The goal of this article is to introduce you to segmentation in a little more detail and give you specific tips on how and why to start with it.
Segmentation in email marketing has a clear goal.
Its goal is to increase the opening rate and the click-through rate of a particular mailing . This gives you the opportunity to prepare tailor-made content for a specific segment , thereby increasing the relevance of the offer . Good segmentation results in better results for your email campaigns. MailChimp, the world-famous email marketing sof turkey whatsapp number data tware, collected a large amount of data on the topic of segmentation and found that:
Segmented campaigns have an average of 14.4% better open rates.
Segmented campaigns have an average of 14.9% better click-through rates.
Read more metrics and other research results in this article if you like statistics.
So should you be interested in segmentation in email marketing? Absolutely! Let’s read what methods you can use.
Two basic types of segmentation
When you decide to segment, you will first have to make an important decision about how to segment your database and what segments you will use. In principle, segmentation in e-mailing can be distinguished into two main directions.
You can divide the database according to who its members are
You can partition the database based on how its members behave
Segmentation based on demographics
If you decide to segment ding to de the work of a product manager is somewhat cyclical mographic data, you can, for example, segment it according to:
As you can see from the breakdown above, segmentation loan data based on demographics is one of the basic techniques you can use to your advantage in email marketing.
Example of using segmentation by year of birth (by age)
Imagine you have an email database broken down by year of birth .
If you follow our blog, you know how beneficial it is to use personas in online marketing . We even prepared an entire publication on this topic. You can find it here . Based on the personas, you choose which age groups are the most important for your e-mail distribution. Let’s say you have three personas. The first one is around 20 y