The emailing segmentation is a particularly powerful tool that allows you to send the right message, at the right time, to the right person, and thus obtain an optimal rate of deliverability. To segment your audience, refine your targeting and customize your message as much as possible, you can support different criteria.
Brief reminder on emailing segmentation
The Emailing Segmentation is a technique used in marketing, aimed at dividing a list of contacts in smaller groups of individuals grouped according to specific criteria, so segments, in order to send them a message adapted and targeted.
The main criteria for emailing segmentation
Relevant and easily quantifiable, socio-demographic criteria are the form of the most basic segmentation and the most commonly used by marketing experts. They include concrete information on contacts, such as age, sex, family status, CSP, profession, income, level of education, geographical area, etc.
We are talking here about buying behaviors, how contacts interact with your brand and your products / services. This includes, for example, the purchase habits, the purchase frequency, the nature of the purchases made, the amount allocated for a particular type of purchase, the type of interaction with your website, etc.
After the objectivity of the socio-demographic and behavioral criteria, which interests us here is the more subjective data because relative to the psychology of the contact. We will focus on his personality, so his preferences, his interests, his way of life, his values, his beliefs, his goals of life, etc.
Email commitment criteria
Categorize your contacts depending on how they engage in the emails of your brand is one of the most effective segmentation criteria. The goal is to differentiate subscribers little or not active from those who regularly commit themselves, those who open their emails (opening rate), those who click on the links in the email (clicking rate), those who unsubscribe, etc. This will allow you to approach each profile in the most appropriate way possible.
Regarding inactive, you must come to determine what their brakes are, then try to “recover”. If it still does not work, it’s better to remove them from your contact list.
Often included in socio-demographic criteria, geographical criteria can also be a single type of segmentation. Indeed, the place where the contacts live is a major indication for brands, especially for those who sell internationally. We are interested here in the country, the region, the city, the postal code and the time zone.
For example, this will allow your business to adapt according to language, currency, customs, local events, season, weather, etc.
Some other examples of segmentation criteria
- Segment depending on the registration channel (blog, e-commerce site, social networks, etc.)
- Segment according to previous purchases
- Segment depending on the position of the contact in a business (sale in b2b)
Although the goal is to get the most data as possible on your contacts when they are registered, for example, it would not be wise to ask for too much information at a glance. Some may be more delicate than others, depending on people. You will need to decide first, once you have established the desired segmentation (s), what are the most important data in your campaign, and then integrate them.
Finally, know that it is obviously possible and recommended combining several types of segmentations for your emailing campaign.