Each one of us is unique, so it's important to recognise that your subscribers vary too! How do you do that? Through segmentation, which basically, is the splitting up of email subscribers into smaller segments based on certain criteria. It's a helpful personalisation strategy that creates more relevant content which delivers stronger results. Segments can be based on subscribers' location, interests, purchase habits, response rates, gender, age and much more.
Here are the top ways segmentation makes a difference...
- Increase Relevance - sending more targeted and relevant messages contributes to achieving the goal of having subscribers open and read your email, and further, making a purchase.
- Higher Conversion - when you send relevant content that adds value, it should lead to a better ROI overall for the business.
- Higher Engagement - include strong copy that resonates well with target audience and watch response rates climb.
- Better Data and Learnings - because you will get more accurate data on the different target audiences and obtain better insight/understanding of your customers which you can use in further segmentation.
Have fun experimenting with your audience and get in touch if you have any questions or need a hand!