Friday, 17 November 2017 00:00

How to make the most out of Data Segmentation

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Segmenting your email lists is a vital part of email marketing these days, but making sure it is done right is just as important.

Splitting your email lists into various smaller groups means that you can send these groups targeted emails based on any information you have about your readers.  

Lets look at the ways we can split data and how this can benefit us.

 

A recent report by Lyris showed that 69% of the people surveyed were already segmenting their data.  From those who did segment, they saw the following results:

  • 39% experienced higher open rates
  • 34% reported better email relevance
  • 28% saw lower opt-out/unsubscribe rates
  • 24% generated higher revenues
  • 24% increased sales leads
  • 24% had better deliverability rates.

Ways to segment your data

  • By engagement, email those people who interact more with your messages on a more regular basis, or with rewards for their loyalty.
  • By demographic, segmenting by age, gender etc can help to send more personalised content to your subscribers.
  • By behaviour, split people out by past purchasers, pages visited and other interactions with your business.
  • By location, sending different emails to people based in different areas will again improve personalisation.
  • By activity, send transactional emails such as abandoned cart and recently viewed pages without purchases.

What to do next

Once you have split out your data, you can create targetted content specifically for each group, based on the information gained by these segments.

Call us today for more information on how to quickly build these lists and how this tactic can work for your business.