Customer Segmentation: Types and Goals with Examples

ayshakhatunasha

mail segmentation is a targeting method where you divide your subscriber base into smaller groups based on a set of characteristics you select.





Benefits of Email Database Segmentation
If you have a large subscriber base, it likely includes a wide variety of people with a wide range of interests. Segmentation is essential because it allows you to only send emails to the people in your base who are most likely to find the email relevant. The most effective emails contain personalized content that is relevant to each individual subscriber.





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1. Increase conversion and ROI
On average, segmented campaigns deliver 14.32% higher open rates and 54.79% higher click-through rates than non-segmented campaigns.


We prepare product mailings for one of our clients, the Belarusian women's clothing store Velesmoda. And to increase sales, we decided to use base segmentation and a more personalized approach.  


Velesmoda newsletters are letters with new products and other promotional newsletters for those who subscribed via the pop-up form on the site. That is, these are subscribers who left their email address themselves, which means they are interested in the newsletters.


We also decided to make them even more targeted and included a size block in the letters. After the mailing, we analyze the click statistics and segment subscribers into two groups: small sizes and large sizes. A selection of clothing models is created for the two segments and another mailing is launched on the topic "You looked at these and similar products, here are the best models for you."


The open rate for these letters is over 30%, the click-through rate is about 20%.


The main base collected using the pop-up form currently comprises about 40 thousand subscribers. From each letter to this base, the client receives 20-30 new orders.


The segmented base is 2.5 times smaller, but it brings in as many or even more orders than the main one.




2. Increased customer satisfaction
By definition, segmentation means sending the right message to the right people at the right time. And increased relevance in turn leads to increased customer satisfaction and sales.



3. Reducing the number of unsubscribes
When you send relevant emails to your subscribers, they are less likely to unsubscribe from your mailing list. Segmented campaigns have a 9.4% lower unsubscribe rate than non-segmented campaigns.





When and how to segment your customer email base?
In the early days of email marketing, segmentation was considered an advanced feature used only by experienced email marketers. Today, anyone can customize their emails using simple tools offered by marketing automation platforms .



People subscribe to your email list for different reasons. The best way to identify these differences is to start with basic segmentation, such as subscription source.



Your goal is to build more detailed profiles of each new subscriber over time. As you interact with them, you’ll learn more about the kind of content they want.




What are the goals of segmentation?
Segmentation goals start with your core marketing objectives.



What are you trying to achieve with email?

How will segmenting your base help you achieve these goals?



Let's say your goal is to get more opens and a more engaged audience. Then you can filter your list so that you send different emails to active subscribers and those who haven't read you in a while.




6 Strategies for Segmenting Email Contacts
When done correctly, email segmentation can help you send more personalized emails. One of the best ways to do this is to set up behavioral segmentation.



You can segment subscribers using many different behavior patterns, such as when they click certain links in your email, visit certain web pages, or make a purchase on your site.



1. Segmentation by virtual phone number service subscription channels
Those who subscribe to your blog may be more interested in content about your company. Those who subscribe from your online store page may want to learn more about your products.



2. Segmentation based on Customer Journey Map
A Customer Journey Map is a visual representation of the customer journey. It helps you map the history of your customers' interactions with your brand across all touchpoints.



Your subscribers are at different stages of getting to know you and your company. Some people are new, while others are already customers and enjoy receiving emails from you.



Your regular customers should receive different promotional emails than those who just joined your list. New subscribers will likely expect welcome sequences from you.


Welcome chains were discussed here .



3. Segmentation by previous purchases
For example, someone who just bought a new pair of sneakers online might need a spray to protect them from water. In the email below, you can see how relevant and effective a personalized email that focuses on previous purchases can be.





4. Segmentation by activity level
Another way to study your followers is to segment them by their activity level. Look at the metrics and separate the less active followers from those who interact with you frequently. This way, you can create a segment of the most active followers and offer them various bonuses.













Knowing this, you can send out a special cam