As Matt Blumberg says, “Getting to the inbox isn’t your goal, getting subscribers is. Sending out tons of generic emails won’t get you there directly. To keep your subscribers engaged, you have to send personalized emails.” Email, it feels like a message between friends. It all starts with email segmentation.
1. What is crowd segmentation?
Crowd segmentation is one of the common strategies in email marketing, which divides contacts into different groups through preset conditions.
2. The benefits of crowd segmentation
Usually, the contacts are divided into different groups according to their attributes, behaviors, history records and so on. Doing so can easily personalize email campaigns, ensure that each email is in line with the preferences of each contact under the label, so that the content of the pushed email can resonate more strongly with the contact, thereby effectively increasing the engagement of the contact. According to the research table, the click-through rate of email marketing campaigns after segmentation is 90.7% higher than that without segmentation.
On the contrary, pushing content that contacts are not interested in or even disgusting will make the hard-earned contacts gradually lose interest, and even complain about blocking.
3. How to subdivide the population scientifically to achieve the best results?
In email marketing, by following the principles of the following three aspects, it can help to segment the audience better:
1. Set segment goals:
What are you trying to achieve with email marketing? How to achieve by segmenting the population?
2. Continuously update the list in the group:
The needs, interests, and preferences of contacts are not static, and over time elementary school students become middle school students and contact preferences change. Therefore, it is critical to keep updating iterative segment groups based on the needs of your contacts.
** Fortunately, in the subdivided groups provided by SmartPush, the crowd tags are updated in real time, which greatly saves the time for manual updates.
3. Measure whether the segment group is effective:
Was the set goal achieved? Has performance improved over time? Constantly summarize the data, conduct a review, and then carry out targeted tuning iterations.
4. Practices applied to actual business scenarios:
A. Basic attributes of contacts
- Name
- gender
- Birthday
- language
Grouping by basic attributes of contacts is a common strategy. For example, send blessings & exclusive promotional discount codes to contacts whose birthday falls in that month every month to strengthen the connection with the recipient.
B. Geographic attributes
- country / region
- City
- post code
Geographical attribute segmentation is another basic attribute, which is also an easier way to group. Send personalized emails based on regional factors such as local events, climate, language, customs, or specific holidays.
For example, sending French emails to contacts in France rather than English will attract more contacts.
C. Behavioral attributes
- number of order
- First order time
- last order
- Amount of consumption
- buy goods
- Product not purchased
- buy category
- Category not purchased
By analyzing the historical behavior of the contact, it is possible to intuitively identify the attractiveness of the website and related products to the contact, as well as the contact's preference. By analyzing these preferences, such as purchasing a category, push a corresponding collection of new products to contacts who are interested in the category.
D. Historical attributes
- mail open
- mail click
For newly subscribed or even unsubscribed contacts, the contact's preference for the current website can be judged by opening and clicking the email.
Conclusion:
The more information you collect about your contacts, the more detailed the lists you can filter when segmenting people. How to collect more contact information? SmartPush is connected to SHOPLINE, and the membership information registered by customers on the website will be imported to SHOPLINE with one click. Click here for more practical solutions.
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