Considering the way the world is rapidly changing its course with technology at the tips of our fingers and the ads shown to us on various different social media networks, email segmentation holds a significant place for the brands as it is one of the most direct ways to reach a customer.
Email segmentation consists of different types of people with different interests. The technique of email segmentation is to analyze the groups of people into Group A or Group B and target their likes and dislikes based on the data you have. It works in almost the same way on how social media networks especially Facebook and Instagram target our likes and dislikes by using the data we feed them. The clicks and shares make the list of a group on what products a consumer would be more inclined to buy.
The email segment designed for a fashion retail company will be based on the sizes of the clothes available, preference of colors and current fashion trends that will determine and target the moods of the audience. It will be divided among different groups where each group will have its own email stream with material and content lined up. The email segment will consist of groups divided into gender-based clothes to people preferring current fashion trends that will attract them into clicking on the link and buying the product. This is what is meant by good email segmentation where the groups are targeted and emailed.
For the finest email segmentation results, it’s important to look at the future of the customer. By the future, it means that email segmentation should be analyzed closely into working out what the customer sees in himself in the future. It will be targeting the aspirations and goals of the customer and providing him with the narrowed down options to choose from. The same technique was used by Cambridge Analytica in 2016 election of the U.S.A where they used the data of Facebook users to predict the votes of the individuals and the outcome it would lead in the country. (Source: The Great Hack)
The main operations to begin with better email segmentation is to understand that subscribers like being reminded by brands and they prefer having the information directly available to them instead of going to search for it. The more the email is relatable to the consumer; the better the costumer experience will be! Although, it is also important to look at the facts and figures email segmentation brings and the profit it manages to retain in the company.
Here are some stats that enlighten the magic email segmentation bring:
- The ratio to segmented email campaigns is higher than non-segmented campaigns are the segmented email brings about 54.79% higher clicks. (Source: MailChimp)
- A 760% growth was observed from email revenue which generated from segmented campaigns. (Source: DMA)
- 32% higher open rate is observed of segmented email campaigns than of non-segmented campaigns. (Source: MailChimp)
The email marketing segmentation is not only limited to the groups but it also largely depends on how the segmentation is done. The most common practice and also the most mundane one is the same where groups are divided into areas according to the common things found in the consumers. But the better segmentation and data combination is defined by processing through the geographical data, demographic data, behavioral sciences and psychographics of each and every consumer. There are tools like Bounceless which help a lot with email verification to enhance your campaigns further.
The geographical data includes the location, residence or city, the climate, languages and population of an area whereas the demographic data includes the more narrowed down approach in finding the income, social status, family status, occupation and gender of the customers. One of the most important aspects of email segmentation is having the behavioral data of your consumers because it is largely on this data where you will see the profit rocketing through the sky if the content of your email segmentation is targeted properly. Behavioral data includes the number of clicks the consumer has done on certain products, his likes and dislikes according to the things a company is providing and engagement the consumer has with your brand.
There was a 700% increase observed in email segmentation when the behavioral data was used to the best of the abilities. Hence, segmentation should be part of every email marketing campaign because if it is used correctly, chances are your brand will gain great momentum and profit!