3 Quick Tips for Simple Segmentation

Kellie Boggs, Senior Marketing Strategist

Author Bio

With over nine years of experience in developing and growing email and cross-channel marketing programs to drive revenue, Kellie Boggs brings a track record of success in building multi-channel campaigns across a variety of industries. By working one-on-one with clients to understand their business model and goals, she provides strategic marketing guidance to increase revenue. Boggs offers experience in providing clients with industry best practices, message design, campaign optimization, list growth tactics, segmentation strategies and detailed analyses of marketing campaigns. She truly enjoys helping clients build their customer base, grow their email channel and increase revenue! In her spare time, Boggs enjoys chasing her toddler around and the motherhood adventure. She also enjoys attending NC State sporting events with her family.

Every marketer knows that a more relevant email encourages more engagement and generates more revenue. Segmentation is one of the easiest and most effective ways to achieve that relevance. Let’s explore a few ways to segment your list and easily target subscribers with relevant, personalized messages.

Start simple with your demographic data.

You already collect data from your subscribers, either on the opt-in form or as part of your manage preferences form. Typically, this data includes things such as age, gender, zip code, and products of interest. With this information you could do something as simple as dynamically displaying different graphics based on the age of your subscriber. Or you could create male and female segments and use those to create emails that display gender-specific products.

Here is an example from UnderArmour focused solely on products for women:

UnderArmour exampleUse the email activity data that is right at your fingertips.

Find out which subscribers haven’t been opening your emails recently, create a segment for this group and use it to send a quick campaign to re-engage these contacts. This can be a simple “We miss you!” campaign.

Check out this example from Michael C. Fina:

Michael C. Fina exampleThe 15% off offer is a great way to pique interest and encourage subscribers to connect with you again!

You can also use your click activity metrics to create another segment. Where are people clicking in your current campaigns? Are they drawn to a particular item? Use this information to create a re-targeted campaign. The navigation bar is a great place to start. Look at your categories and create segments based on category clicks. You might also consider increasing your send frequency for the customers who are engaging with you the most.

If you have purchase data, use it!

Start with your subscribers’ last purchase date, and set up some triggered emails based on that data point. These could include a post-purchase series for those who have recently purchased or a lapsed purchased series to target those who haven’t purchased for a particular period of time.

Here is a post-purchase email I received from Pottery Barn a few days after my purchase. I bought the lamp base, and this email was a great upsell attempt, encouraging me to go back to their site to check out some related items, as well as items that customers with similar taste have purchased.

Pottery Barn exampleYou might also take a closer look at number of orders. Be sure to tailor your messages for regular buyers vs. customers who have never placed an order. You can also use this data to create VIP segments. Determine what qualifies your customers as VIPs and create new campaigns specifically targeted to them.

I would love to hear how you are segmenting your subscribers and how it’s affecting your overall metrics. Feel free to comment below.

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