This time we look at utilising the data you collect through smart segmentation, and how it can benefit your business.
The practice of dividing your data based on subscriber interests and characteristics helps businesses to build detailed profiles of their customers in order to provide them with content that resonates with them on a personal level.Simply put, relevant content gets better results.
Consumers know that email marketers have the capability to send them content they’re interested in, so when a business continues to use ‘one size fits all’ campaigns, sent out to their entire database, their campaigns soon lose traction and customers.In order to retain subscribers and increase the chance of conversion, you first need to understand as much about your audience as possible.
Think of your customer base, and your offline interaction with the variety of personalities or brands you work with. Do you communicate with each of them in exactly the same way? Of course not, you speak to them on a personal level, and in doing so build upon the relationship you’ve established.In the same way, to build on the data you’ve collected and begin interacting with your subscribers as individuals, segmentation is key.
Look at the information you currently have, the information you gathered during the data collection process, and see how you might group your list into relevant areas of interest.Your segments can be based on a huge variety of options, for instance:
A great way to approach the segmentation process can be to create personas, and align yourself closer to your target customer by building up a complete profile of who they are. You can then assign segments to these personas, addressing them with separate content to the rest of your database.
Segmentation isn’t just a case of A versus B, think of it as working in layers. Once you’ve begun segmenting and sending tailored content, keep testing and pick out those who are engaging. Drill down further into these groups in order to learn more about them and how they engage with your brand.
This level of segmentation is the precursor to dynamic content – the true personalisation of email content. Every marketer should be implementing segmentation, with personalisation as a priority in their wider strategy.