What is email list segmentation?<\/a>
Which segmentation to use per industry<\/a>
6 x Email segmentation software to use – and how they work<\/a>
5 Ways to segment your contacts<\/a>
7 Expert email segmentation ideas (+ Examples)<\/a><\/p>\n\n\n\n
Let\u2019s dig in.<\/p>\n\n\n\n
<\/span>What is email list segmentation?<\/span><\/h2>\n\n\n\nEmail segmentation is an email marketing technique of splitting your contacts into different groups to deliver targeted marketing content and make it easier to send personalized emails based on contact data.<\/p>\n\n\n\n
You can segment your email lists based on every field you might hold on them in your database, including:<\/p>\n\n\n\n
\n- Geographic data<\/b>: Country, city, density, language, climate, etc<\/li>\n\n\n\n
- Demographic data<\/b>: Age, gender, income, occupation, marital status, etc.<\/li>\n\n\n\n
- Psychographic data<\/b>: Lifestyle, activities, personality, etc.<\/li>\n\n\n\n
- Behavioral data<\/b>: Previous purchase, website browsing, engagement, etc.<\/li>\n<\/ul>\n\n\n\n
Email marketing segmentation helps build a sustainable email reputation that continually improves.<\/p>\n\n\n
\n![\"email](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/email-segmentation-results.png\")
<\/figure><\/div>\n\n\nHere is a list of email segmentation results that you can achieve when segmenting your email list.
<\/p>\n\n\n\n
<\/span>What segmentations to use for each industry?<\/span><\/h2>\n\n\n\nThe more data you have about your customers, the more personalized your email could be.<\/p>\n\n\n
\n![\"data](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/data-personalisation-email-list-types.png\")
<\/figure><\/div>\n\n\nHowever, the customer information you\u2019ll need is different from industry to another.<\/p>\n\n\n\n
For instance, if you run an Fashion email marketing program<\/a>, gender can be an essential piece of profile data. However, it\u2019s typically not that interesting if you run a consulting agency.<\/p>\n\n\n\nTo break it down, here is a list of segmentation you can run for each industry.<\/p>\n\n\n\n
<\/span>1. eCommerce email segmentation strategies<\/span><\/h2>\n\n\n\nWhen running a webshop, every piece of information you collect about your customers increases potential for conversions.<\/p>\n\n\n\n
A simple example would be to segment fashion newsletter on gender. Send womens collection to your female audience makes a lot of sense. But it shouldn\u2019t stop there. More information about preferences, family situation, shopping behavior and gifting would unlock a much more layered segmentation strategy.<\/p>\n\n\n\n
One of the underused segmentations for eCommerce, I\u2019d suggest you have a look at is by climate and country and weather. Why? Just like the seasons are different from one area to the other, weather would directly influence the buying intent for your umbrellas and winter coats.<\/p>\n\n\n
\n![\"ecommerce](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/ecommerce-email-segmentation.jpg\")
<\/figure><\/div>\n\n\nHere are other segmentations to consider for your ecommerce email marketing<\/a>:<\/p>\n\n\n\n\n- Budget:<\/b> Promote products in the same price range or a bit above your contacts\u2019 previous purchases.<\/li>\n\n\n\n
- Activities:<\/b> Personalized emails with content that match contacts\u2019 activities and lifestyle.<\/li>\n\n\n\n
- Previous purchase:<\/b> Allows you to upsell and cross-sell customers.<\/li>\n\n\n\n
- Occupation:<\/b> Helps you promote products that are useful at your contacts\u2019 workplace.<\/li>\n\n\n\n
- Website browsing:<\/b> To understand which products\/categories your contacts are interested in.<\/li>\n<\/ul>\n\n\n\n
![\"layered](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/layered-email-segmentation.jpg\")
<\/figure><\/div>\n\n\nThese are some ideas to help you understand and experiment with email marketing segmentation. Get creative with your contact segmentation and send content that your contacts are interested in.<\/p>\n\n\n\n
<\/span>2. SaaS email segmentation<\/span><\/h2>\n\n\n\nSaaS marketers have to accurate subscriber data in order to send relevant messaging.<\/p>\n\n\n\n
Consider mapping your users’ data by profile and behavior. Use that data map to segment your prospects. A huge part of it has a lot to do on how engaged your new prospects are and where they stand in the conversion funnel.<\/p>\n\n\n\n
\n- Stage in the marketing funnel:<\/b> To distinguish users qualified to convert and digest your sales copy.<\/li>\n\n\n\n
- Engagement:<\/b> Send personalized content based on the qualification level of your potential customers.<\/li>\n\n\n\n
- Activity:<\/b> Learn which features and functionalities of the software your users are most interested in.<\/li>\n<\/ul>\n\n\n\n
<\/span>3. Consulting and B2B email segmentation<\/span><\/h2>\n\n\n\nFor B2B email segmentation an additional consideration is around reaching the right person. Which can be a decision maker, influencer or other type of function at the company you\u2019re targeting.<\/p>\n\n\n\n
\n- Company size:<\/b> Propose offers that fit the company size, and your contacts relate to your content.<\/li>\n\n\n\n
- Occupation\/Position and industry:<\/b> To target decision-makers and turne in to what their biggest concerns and goals might be<\/li>\n\n\n\n
- Website browsing:<\/b> To learn about which products\/services your contacts are most interested in.<\/li>\n<\/ul>\n\n\n\n
<\/span>4. Real estate email segmentation<\/span><\/h2>\n\n\n\nBuying a house is a big decision for families as it is a long-term investment. And people would only go for a home that they\u2019re like, they can afford and it\u2019s good for the whole family.<\/p>\n\n\n\n
As an email marketer, you need to understand who your prospects are in order to send them targeted emails that are relevant to their preferences, financial situation and family.<\/p>\n\n\n\n
Here is how you can segment your real estate emails.<\/p>\n\n\n\n
\n- Marital status:<\/b> So you send relevant offers that match with contacts\u2019 marital status or family size.<\/li>\n\n\n\n
- Income:<\/b> To understand your contacts’ financial situation and propose offers in their price range.<\/li>\n\n\n\n
- Location:<\/b> To send offers that match with contacts\u2019 preferred settling location.<\/li>\n<\/ul>\n\n\n\n
<\/span>5 Ways to Segment Your Contacts<\/span><\/h2>\n\n\n\nHere are five ways you can segment your contacts and make better use of the data about your customers.<\/p>\n\n\n\n
<\/span>1. Contact tagging<\/span><\/h3>\n\n\n\nContact tagging represents a considerable part of email marketing segmentation and collecting data about your contacts.<\/p>\n\n\n\n
A contact tag is simply a \u201clabel\u201d in your database you can add to any email contact.
It can for instance be<\/p>\n\n\n\n
\n- Interests<\/li>\n\n\n\n
- Purchased products<\/li>\n\n\n\n
- Downloaded contents<\/li>\n\n\n\n
- Geolocation<\/li>\n\n\n\n
- Attended event\/ evergreen webinar<\/a><\/li>\n\n\n\n
- Clicked in an email<\/li>\n\n\n\n
- Website browsing<\/li>\n\n\n\n
- Etc, etc,etc<\/li>\n<\/ul>\n\n\n\n
Contact tagging helps you to pinpoint what type of content your subscribers are interested in and segment them according to their profile and behavior. If your marketing automation campaigns are dependant on it, identify their life-cycle stage.<\/p>\n\n\n\n
Contact tagging is most often an automated process to add information about your contacts. Done through your email marketing software. For example, with the \u201cSales ebook downloader\u201d tag, you can find contacts who showed interest in that ebook topic.<\/p>\n\n\n
\n![\"email](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/email-tagging-software.jpg\")
<\/figure><\/div>\n\n\nSo you apply a filter on contacts and send your sales-related content only to those who showed interest by downloading your lead magnet. This way contact tagging helps order and use behavior-based information you collect from your contact through the customer journey.<\/p>\n\n\n\n
<\/span>2. List-based segmentation<\/span><\/h3>\n\n\n\nAnother way to segment your email marketing audience is to use the different email lists for each of your (main) segments.<\/p>\n\n\n\n
Unlike contact tagging where you segment your contacts from one email list, using list-based segmentation, you\u2019ll end up having multiple lists. This was the traditional way email marketing software used to work and some ESPs are still only able to work list-based.<\/p>\n\n\n\n
A modern equivalent considers list subscriptions. Someone might be subscribed to new blog posts, alerts, offers, your event news or any topic or preference list.<\/p>\n\n\n\n
Here is an example of a great preference center that shows multiple newsletters to subscribe to.<\/p>\n\n\n
\n![\"preference](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/preference-center-email-segmentation.jpg\")
<\/figure><\/div>\n\n\nUsually, marketers who are new to email marketing go with the list-based segmentation because it\u2019s easier and makes a lot of sense before making the segmentation more refined.<\/p>\n\n\n\n
List based segmentation has fallen a bit out of grace. Some of the older ESPs could only make a profile to be in one list, people that were in 2 lists would have double profiles and sometimes even be charged double. Also, you can\u2019t get as sophisticated with your email targeting using list-based segmentation as you might based on tagging and dynamic segmentations. Which bring us to:<\/p>\n\n\n\n
<\/span>3. Static versus dynamic segmentation<\/span><\/h3>\n\n\n\nThink of static segmentation as a making a selection – and then freezing it in time. In a dynamic environment that might sound like the Walkman of email segmentation. Segmentation from the stone age.<\/p>\n\n\n\n
Not having updated info can result in a lot of problems, as an extreme example shows:<\/p>\n\n\n
\n![\"bad](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/bad-tagging-marketing.jpg\")
<\/figure><\/div>\n\n\nOf course 7 years is a bit long \ud83d\ude00 But your customer interaction and transactions online change all the time, and static segmentation can\u2019t keep up.<\/p>\n\n\n\n
So that is where dynamic segmentation comes in.<\/p>\n\n\n\n
Dynamic segmentation uses real-time data to create constantly changing groups of individuals that move in and out of the target segment as they meet (or don’t meet) the defined criteria you set.<\/p>\n\n\n\n
It is fluid contact segmentation, continuously tracking your customers’ behavior and data.<\/p>\n\n\n\n
There might still be cases where you need to \u201cfreeze\u201d your selection<\/b> though. To not have the selections change. Here are a few scenarios:<\/p>\n\n\n\n\n- The obvious case for a static list is where you need to send a follow up to a previous mailing or more in general, use a previous selection to do additional sub selections (later on).<\/li>\n\n\n\n
- Create a segment of people who entered a competition with a cut off date.<\/li>\n\n\n\n
- Testing across multiple messages or across a longer time horizon (like how a marketing effort impacts the long-term subscription\/LTV) you need to identify and hold cohort. People can drop-off, but no new people get added.<\/li>\n<\/ul>\n\n\n\n
Dynamic segmentation provides you with endless personalization opportunities where each contact can see him\/herself in your emails.<\/p>\n\n\n\n
Your contacts are different, why treat them all the same? You don’t. The era of mass emails done that way<\/a> is gone.<\/p>\n\n\n\n<\/span>4. RSS email segmentation<\/span><\/h3>\n\n\n\nRSS is short for Really Simple Syndication.An RSS-feed is a web feed, that allows people to receive and read updates to online content, such as news, stories and blog posts. At the moment a new post comes online, the feed is updated and the post is added.<\/p>\n\n\n\n
Including an RSS feed to your email campaigns and automated emails allows you to deliver content that your contacts are interested in. But it is even better when we talk about RSS segmentation, setting different RSS content to be delivered to your different segments.<\/p>\n\n\n\n
Using a segmented or personal RSS feed<\/b>
Some companies use backend processes to create a \u201cpersonal RSS feed\u201d. Similarly this could be done to push products or product recommendations through XML or API call. The idea is the same. Some email marketing tools let you load and filter a (big) RSS feed, or, alternatively fetch category based or personally prepared RSS feed.<\/p>\n\n\n\n
Adding an RSS feed to your campaigns is a great way to automatically keep your contacts up to date with the latest news and blog posts. The content of the feeds can be as uniform, segmented or even 1-to-1 personalized as you may want.<\/p>\n\n\n\n
<\/span>5. Analytics-based email segmentation<\/span><\/h3>\n\n\n\nEmail segmentation doesn’t have to be uniquely based directly on your contacts’ data .<\/p>\n\n\n\n
Any type of analytics in or outside of your email software can reveal more email segmentation opportunities.<\/p>\n\n\n\n
It\u2019s using the power of combined data analytics<\/b> to send better emails.<\/p>\n\n\n\n
Analytics based segmentation starts with understanding your subscribers’ profile, actions and the appropriate targeting. For instance – it might be hard to do an RFM segmentation inside of your ESP. Or to calculate the most valuable segments of VIP customers. The analytics and segmentation can be done outside of the possibly in a central marketing database or from data in your Customer Data Platform (CDP)<\/a>.<\/p>\n\n\n\neRFM<\/b>
A quick-win already may be an eRFM (looking at engagement and the frequency and recency of engagement) Email software provides crucial details about your audience and how they engage with email and some ESPs also track site engagement.<\/p>\n\n\n\n
Taking it a step further, looking at data at the individual-level is even more insightful.<\/p>\n\n\n\n
You can tie interactions back to each subscriber as if you’re reaching them personally.<\/p>\n\n\n\n
\n- Use the device open metrics to target users of specific devices.<\/li>\n\n\n\n
- Directly target your most engaged subscribers as they’re more likely to make a purchase.<\/li>\n\n\n\n
- Send re-engagement emails to win-back inactive contacts.<\/li>\n<\/ul>\n\n\n\n
![\"email](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/email-segmentation-flow.jpg\")
<\/figure><\/div>\n\n\n<\/span>6. Email Segmentation Software<\/span><\/h2>\n\n\n\n<\/span>1. Automizy<\/span><\/h3>\n\n\n\nAutomizy is an all-in-one email marketing tool. It allows you to employ omnichannel marketing by connecting your marketing channels and trigger your automated workflow.<\/p>\n\n\n\n
With that, you can save tons of time by automating email autoresponders and lead nurturing campaigns.<\/p>\n\n\n\n
Automizy provides:<\/b><\/p>\n\n\n\n
Email marketing segmentation helps build a sustainable email reputation that continually improves.<\/p>\n\n\n
<\/figure><\/div>\n\n\nHere is a list of email segmentation results that you can achieve when segmenting your email list.
<\/p>\n\n\n\n
<\/span>What segmentations to use for each industry?<\/span><\/h2>\n\n\n\nThe more data you have about your customers, the more personalized your email could be.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\nHowever, the customer information you\u2019ll need is different from industry to another.<\/p>\n\n\n\n
For instance, if you run an Fashion email marketing program<\/a>, gender can be an essential piece of profile data. However, it\u2019s typically not that interesting if you run a consulting agency.<\/p>\n\n\n\nTo break it down, here is a list of segmentation you can run for each industry.<\/p>\n\n\n\n
<\/span>1. eCommerce email segmentation strategies<\/span><\/h2>\n\n\n\nWhen running a webshop, every piece of information you collect about your customers increases potential for conversions.<\/p>\n\n\n\n
A simple example would be to segment fashion newsletter on gender. Send womens collection to your female audience makes a lot of sense. But it shouldn\u2019t stop there. More information about preferences, family situation, shopping behavior and gifting would unlock a much more layered segmentation strategy.<\/p>\n\n\n\n
One of the underused segmentations for eCommerce, I\u2019d suggest you have a look at is by climate and country and weather. Why? Just like the seasons are different from one area to the other, weather would directly influence the buying intent for your umbrellas and winter coats.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\nHere are other segmentations to consider for your ecommerce email marketing<\/a>:<\/p>\n\n\n\n\n- Budget:<\/b> Promote products in the same price range or a bit above your contacts\u2019 previous purchases.<\/li>\n\n\n\n
- Activities:<\/b> Personalized emails with content that match contacts\u2019 activities and lifestyle.<\/li>\n\n\n\n
- Previous purchase:<\/b> Allows you to upsell and cross-sell customers.<\/li>\n\n\n\n
- Occupation:<\/b> Helps you promote products that are useful at your contacts\u2019 workplace.<\/li>\n\n\n\n
- Website browsing:<\/b> To understand which products\/categories your contacts are interested in.<\/li>\n<\/ul>\n\n\n\n
<\/figure><\/div>\n\n\nThese are some ideas to help you understand and experiment with email marketing segmentation. Get creative with your contact segmentation and send content that your contacts are interested in.<\/p>\n\n\n\n
<\/span>2. SaaS email segmentation<\/span><\/h2>\n\n\n\nSaaS marketers have to accurate subscriber data in order to send relevant messaging.<\/p>\n\n\n\n
Consider mapping your users’ data by profile and behavior. Use that data map to segment your prospects. A huge part of it has a lot to do on how engaged your new prospects are and where they stand in the conversion funnel.<\/p>\n\n\n\n
\n- Stage in the marketing funnel:<\/b> To distinguish users qualified to convert and digest your sales copy.<\/li>\n\n\n\n
- Engagement:<\/b> Send personalized content based on the qualification level of your potential customers.<\/li>\n\n\n\n
- Activity:<\/b> Learn which features and functionalities of the software your users are most interested in.<\/li>\n<\/ul>\n\n\n\n
<\/span>3. Consulting and B2B email segmentation<\/span><\/h2>\n\n\n\nFor B2B email segmentation an additional consideration is around reaching the right person. Which can be a decision maker, influencer or other type of function at the company you\u2019re targeting.<\/p>\n\n\n\n
\n- Company size:<\/b> Propose offers that fit the company size, and your contacts relate to your content.<\/li>\n\n\n\n
- Occupation\/Position and industry:<\/b> To target decision-makers and turne in to what their biggest concerns and goals might be<\/li>\n\n\n\n
- Website browsing:<\/b> To learn about which products\/services your contacts are most interested in.<\/li>\n<\/ul>\n\n\n\n
<\/span>4. Real estate email segmentation<\/span><\/h2>\n\n\n\nBuying a house is a big decision for families as it is a long-term investment. And people would only go for a home that they\u2019re like, they can afford and it\u2019s good for the whole family.<\/p>\n\n\n\n
As an email marketer, you need to understand who your prospects are in order to send them targeted emails that are relevant to their preferences, financial situation and family.<\/p>\n\n\n\n
Here is how you can segment your real estate emails.<\/p>\n\n\n\n
\n- Marital status:<\/b> So you send relevant offers that match with contacts\u2019 marital status or family size.<\/li>\n\n\n\n
- Income:<\/b> To understand your contacts’ financial situation and propose offers in their price range.<\/li>\n\n\n\n
- Location:<\/b> To send offers that match with contacts\u2019 preferred settling location.<\/li>\n<\/ul>\n\n\n\n
<\/span>5 Ways to Segment Your Contacts<\/span><\/h2>\n\n\n\nHere are five ways you can segment your contacts and make better use of the data about your customers.<\/p>\n\n\n\n
<\/span>1. Contact tagging<\/span><\/h3>\n\n\n\nContact tagging represents a considerable part of email marketing segmentation and collecting data about your contacts.<\/p>\n\n\n\n
A contact tag is simply a \u201clabel\u201d in your database you can add to any email contact.
It can for instance be<\/p>\n\n\n\n
\n- Interests<\/li>\n\n\n\n
- Purchased products<\/li>\n\n\n\n
- Downloaded contents<\/li>\n\n\n\n
- Geolocation<\/li>\n\n\n\n
- Attended event\/ evergreen webinar<\/a><\/li>\n\n\n\n
- Clicked in an email<\/li>\n\n\n\n
- Website browsing<\/li>\n\n\n\n
- Etc, etc,etc<\/li>\n<\/ul>\n\n\n\n
Contact tagging helps you to pinpoint what type of content your subscribers are interested in and segment them according to their profile and behavior. If your marketing automation campaigns are dependant on it, identify their life-cycle stage.<\/p>\n\n\n\n
Contact tagging is most often an automated process to add information about your contacts. Done through your email marketing software. For example, with the \u201cSales ebook downloader\u201d tag, you can find contacts who showed interest in that ebook topic.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\nSo you apply a filter on contacts and send your sales-related content only to those who showed interest by downloading your lead magnet. This way contact tagging helps order and use behavior-based information you collect from your contact through the customer journey.<\/p>\n\n\n\n
<\/span>2. List-based segmentation<\/span><\/h3>\n\n\n\nAnother way to segment your email marketing audience is to use the different email lists for each of your (main) segments.<\/p>\n\n\n\n
Unlike contact tagging where you segment your contacts from one email list, using list-based segmentation, you\u2019ll end up having multiple lists. This was the traditional way email marketing software used to work and some ESPs are still only able to work list-based.<\/p>\n\n\n\n
A modern equivalent considers list subscriptions. Someone might be subscribed to new blog posts, alerts, offers, your event news or any topic or preference list.<\/p>\n\n\n\n
Here is an example of a great preference center that shows multiple newsletters to subscribe to.<\/p>\n\n\n
\n<\/figure><\/div>\n\n\nUsually, marketers who are new to email marketing go with the list-based segmentation because it\u2019s easier and makes a lot of sense before making the segmentation more refined.<\/p>\n\n\n\n
List based segmentation has fallen a bit out of grace. Some of the older ESPs could only make a profile to be in one list, people that were in 2 lists would have double profiles and sometimes even be charged double. Also, you can\u2019t get as sophisticated with your email targeting using list-based segmentation as you might based on tagging and dynamic segmentations. Which bring us to:<\/p>\n\n\n\n
<\/span>3. Static versus dynamic segmentation<\/span><\/h3>\n\n\n\nThink of static segmentation as a making a selection – and then freezing it in time. In a dynamic environment that might sound like the Walkman of email segmentation. Segmentation from the stone age.<\/p>\n\n\n\n
Not having updated info can result in a lot of problems, as an extreme example shows:<\/p>\n\n\n
\n<\/figure><\/div>\n\n\nOf course 7 years is a bit long \ud83d\ude00 But your customer interaction and transactions online change all the time, and static segmentation can\u2019t keep up.<\/p>\n\n\n\n
So that is where dynamic segmentation comes in.<\/p>\n\n\n\n
Dynamic segmentation uses real-time data to create constantly changing groups of individuals that move in and out of the target segment as they meet (or don’t meet) the defined criteria you set.<\/p>\n\n\n\n
It is fluid contact segmentation, continuously tracking your customers’ behavior and data.<\/p>\n\n\n\n
There might still be cases where you need to \u201cfreeze\u201d your selection<\/b> though. To not have the selections change. Here are a few scenarios:<\/p>\n\n\n\n\n- The obvious case for a static list is where you need to send a follow up to a previous mailing or more in general, use a previous selection to do additional sub selections (later on).<\/li>\n\n\n\n
- Create a segment of people who entered a competition with a cut off date.<\/li>\n\n\n\n
- Testing across multiple messages or across a longer time horizon (like how a marketing effort impacts the long-term subscription\/LTV) you need to identify and hold cohort. People can drop-off, but no new people get added.<\/li>\n<\/ul>\n\n\n\n
Dynamic segmentation provides you with endless personalization opportunities where each contact can see him\/herself in your emails.<\/p>\n\n\n\n
Your contacts are different, why treat them all the same? You don’t. The era of mass emails done that way<\/a> is gone.<\/p>\n\n\n\n<\/span>4. RSS email segmentation<\/span><\/h3>\n\n\n\nRSS is short for Really Simple Syndication.An RSS-feed is a web feed, that allows people to receive and read updates to online content, such as news, stories and blog posts. At the moment a new post comes online, the feed is updated and the post is added.<\/p>\n\n\n\n
Including an RSS feed to your email campaigns and automated emails allows you to deliver content that your contacts are interested in. But it is even better when we talk about RSS segmentation, setting different RSS content to be delivered to your different segments.<\/p>\n\n\n\n
Using a segmented or personal RSS feed<\/b>
Some companies use backend processes to create a \u201cpersonal RSS feed\u201d. Similarly this could be done to push products or product recommendations through XML or API call. The idea is the same. Some email marketing tools let you load and filter a (big) RSS feed, or, alternatively fetch category based or personally prepared RSS feed.<\/p>\n\n\n\n
Adding an RSS feed to your campaigns is a great way to automatically keep your contacts up to date with the latest news and blog posts. The content of the feeds can be as uniform, segmented or even 1-to-1 personalized as you may want.<\/p>\n\n\n\n
<\/span>5. Analytics-based email segmentation<\/span><\/h3>\n\n\n\nEmail segmentation doesn’t have to be uniquely based directly on your contacts’ data .<\/p>\n\n\n\n
Any type of analytics in or outside of your email software can reveal more email segmentation opportunities.<\/p>\n\n\n\n
It\u2019s using the power of combined data analytics<\/b> to send better emails.<\/p>\n\n\n\n
Analytics based segmentation starts with understanding your subscribers’ profile, actions and the appropriate targeting. For instance – it might be hard to do an RFM segmentation inside of your ESP. Or to calculate the most valuable segments of VIP customers. The analytics and segmentation can be done outside of the possibly in a central marketing database or from data in your Customer Data Platform (CDP)<\/a>.<\/p>\n\n\n\neRFM<\/b>
A quick-win already may be an eRFM (looking at engagement and the frequency and recency of engagement) Email software provides crucial details about your audience and how they engage with email and some ESPs also track site engagement.<\/p>\n\n\n\n
Taking it a step further, looking at data at the individual-level is even more insightful.<\/p>\n\n\n\n
You can tie interactions back to each subscriber as if you’re reaching them personally.<\/p>\n\n\n\n
\n- Use the device open metrics to target users of specific devices.<\/li>\n\n\n\n
- Directly target your most engaged subscribers as they’re more likely to make a purchase.<\/li>\n\n\n\n
- Send re-engagement emails to win-back inactive contacts.<\/li>\n<\/ul>\n\n\n\n
<\/figure><\/div>\n\n\n<\/span>6. Email Segmentation Software<\/span><\/h2>\n\n\n\n<\/span>1. Automizy<\/span><\/h3>\n\n\n\nAutomizy is an all-in-one email marketing tool. It allows you to employ omnichannel marketing by connecting your marketing channels and trigger your automated workflow.<\/p>\n\n\n\n
With that, you can save tons of time by automating email autoresponders and lead nurturing campaigns.<\/p>\n\n\n\n
Automizy provides:<\/b><\/p>\n\n\n\n
<\/figure><\/div>\n\n\nHowever, the customer information you\u2019ll need is different from industry to another.<\/p>\n\n\n\n
For instance, if you run an Fashion email marketing program<\/a>, gender can be an essential piece of profile data. However, it\u2019s typically not that interesting if you run a consulting agency.<\/p>\n\n\n\n To break it down, here is a list of segmentation you can run for each industry.<\/p>\n\n\n\n When running a webshop, every piece of information you collect about your customers increases potential for conversions.<\/p>\n\n\n\n A simple example would be to segment fashion newsletter on gender. Send womens collection to your female audience makes a lot of sense. But it shouldn\u2019t stop there. More information about preferences, family situation, shopping behavior and gifting would unlock a much more layered segmentation strategy.<\/p>\n\n\n\n One of the underused segmentations for eCommerce, I\u2019d suggest you have a look at is by climate and country and weather. Why? Just like the seasons are different from one area to the other, weather would directly influence the buying intent for your umbrellas and winter coats.<\/p>\n\n\n Here are other segmentations to consider for your ecommerce email marketing<\/a>:<\/p>\n\n\n\n These are some ideas to help you understand and experiment with email marketing segmentation. Get creative with your contact segmentation and send content that your contacts are interested in.<\/p>\n\n\n\n SaaS marketers have to accurate subscriber data in order to send relevant messaging.<\/p>\n\n\n\n Consider mapping your users’ data by profile and behavior. Use that data map to segment your prospects. A huge part of it has a lot to do on how engaged your new prospects are and where they stand in the conversion funnel.<\/p>\n\n\n\n For B2B email segmentation an additional consideration is around reaching the right person. Which can be a decision maker, influencer or other type of function at the company you\u2019re targeting.<\/p>\n\n\n\n Buying a house is a big decision for families as it is a long-term investment. And people would only go for a home that they\u2019re like, they can afford and it\u2019s good for the whole family.<\/p>\n\n\n\n As an email marketer, you need to understand who your prospects are in order to send them targeted emails that are relevant to their preferences, financial situation and family.<\/p>\n\n\n\n Here is how you can segment your real estate emails.<\/p>\n\n\n\n Here are five ways you can segment your contacts and make better use of the data about your customers.<\/p>\n\n\n\n Contact tagging represents a considerable part of email marketing segmentation and collecting data about your contacts.<\/p>\n\n\n\n A contact tag is simply a \u201clabel\u201d in your database you can add to any email contact. Contact tagging helps you to pinpoint what type of content your subscribers are interested in and segment them according to their profile and behavior. If your marketing automation campaigns are dependant on it, identify their life-cycle stage.<\/p>\n\n\n\n Contact tagging is most often an automated process to add information about your contacts. Done through your email marketing software. For example, with the \u201cSales ebook downloader\u201d tag, you can find contacts who showed interest in that ebook topic.<\/p>\n\n\n So you apply a filter on contacts and send your sales-related content only to those who showed interest by downloading your lead magnet. This way contact tagging helps order and use behavior-based information you collect from your contact through the customer journey.<\/p>\n\n\n\n Another way to segment your email marketing audience is to use the different email lists for each of your (main) segments.<\/p>\n\n\n\n Unlike contact tagging where you segment your contacts from one email list, using list-based segmentation, you\u2019ll end up having multiple lists. This was the traditional way email marketing software used to work and some ESPs are still only able to work list-based.<\/p>\n\n\n\n A modern equivalent considers list subscriptions. Someone might be subscribed to new blog posts, alerts, offers, your event news or any topic or preference list.<\/p>\n\n\n\n Here is an example of a great preference center that shows multiple newsletters to subscribe to.<\/p>\n\n\n Usually, marketers who are new to email marketing go with the list-based segmentation because it\u2019s easier and makes a lot of sense before making the segmentation more refined.<\/p>\n\n\n\n List based segmentation has fallen a bit out of grace. Some of the older ESPs could only make a profile to be in one list, people that were in 2 lists would have double profiles and sometimes even be charged double. Also, you can\u2019t get as sophisticated with your email targeting using list-based segmentation as you might based on tagging and dynamic segmentations. Which bring us to:<\/p>\n\n\n\n Think of static segmentation as a making a selection – and then freezing it in time. In a dynamic environment that might sound like the Walkman of email segmentation. Segmentation from the stone age.<\/p>\n\n\n\n Not having updated info can result in a lot of problems, as an extreme example shows:<\/p>\n\n\n Of course 7 years is a bit long \ud83d\ude00 But your customer interaction and transactions online change all the time, and static segmentation can\u2019t keep up.<\/p>\n\n\n\n So that is where dynamic segmentation comes in.<\/p>\n\n\n\n Dynamic segmentation uses real-time data to create constantly changing groups of individuals that move in and out of the target segment as they meet (or don’t meet) the defined criteria you set.<\/p>\n\n\n\n It is fluid contact segmentation, continuously tracking your customers’ behavior and data.<\/p>\n\n\n\n There might still be cases where you need to \u201cfreeze\u201d your selection<\/b> though. To not have the selections change. Here are a few scenarios:<\/p>\n\n\n\n Dynamic segmentation provides you with endless personalization opportunities where each contact can see him\/herself in your emails.<\/p>\n\n\n\n Your contacts are different, why treat them all the same? You don’t. The era of mass emails done that way<\/a> is gone.<\/p>\n\n\n\n RSS is short for Really Simple Syndication.An RSS-feed is a web feed, that allows people to receive and read updates to online content, such as news, stories and blog posts. At the moment a new post comes online, the feed is updated and the post is added.<\/p>\n\n\n\n Including an RSS feed to your email campaigns and automated emails allows you to deliver content that your contacts are interested in. But it is even better when we talk about RSS segmentation, setting different RSS content to be delivered to your different segments.<\/p>\n\n\n\n Using a segmented or personal RSS feed<\/b> Adding an RSS feed to your campaigns is a great way to automatically keep your contacts up to date with the latest news and blog posts. The content of the feeds can be as uniform, segmented or even 1-to-1 personalized as you may want.<\/p>\n\n\n\n Email segmentation doesn’t have to be uniquely based directly on your contacts’ data .<\/p>\n\n\n\n Any type of analytics in or outside of your email software can reveal more email segmentation opportunities.<\/p>\n\n\n\n It\u2019s using the power of combined data analytics<\/b> to send better emails.<\/p>\n\n\n\n Analytics based segmentation starts with understanding your subscribers’ profile, actions and the appropriate targeting. For instance – it might be hard to do an RFM segmentation inside of your ESP. Or to calculate the most valuable segments of VIP customers. The analytics and segmentation can be done outside of the possibly in a central marketing database or from data in your Customer Data Platform (CDP)<\/a>.<\/p>\n\n\n\n eRFM<\/b> Taking it a step further, looking at data at the individual-level is even more insightful.<\/p>\n\n\n\n You can tie interactions back to each subscriber as if you’re reaching them personally.<\/p>\n\n\n\n Automizy is an all-in-one email marketing tool. It allows you to employ omnichannel marketing by connecting your marketing channels and trigger your automated workflow.<\/p>\n\n\n\n With that, you can save tons of time by automating email autoresponders and lead nurturing campaigns.<\/p>\n\n\n\n Automizy provides:<\/b><\/p>\n\n\n\n<\/span>1. eCommerce email segmentation strategies<\/span><\/h2>\n\n\n\n
<\/figure><\/div>\n\n\n\n
<\/figure><\/div>\n\n\n<\/span>2. SaaS email segmentation<\/span><\/h2>\n\n\n\n
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<\/span>3. Consulting and B2B email segmentation<\/span><\/h2>\n\n\n\n
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<\/span>4. Real estate email segmentation<\/span><\/h2>\n\n\n\n
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<\/span>5 Ways to Segment Your Contacts<\/span><\/h2>\n\n\n\n
<\/span>1. Contact tagging<\/span><\/h3>\n\n\n\n
It can for instance be<\/p>\n\n\n\n\n
<\/figure><\/div>\n\n\n<\/span>2. List-based segmentation<\/span><\/h3>\n\n\n\n
<\/figure><\/div>\n\n\n<\/span>3. Static versus dynamic segmentation<\/span><\/h3>\n\n\n\n
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<\/span>4. RSS email segmentation<\/span><\/h3>\n\n\n\n
Some companies use backend processes to create a \u201cpersonal RSS feed\u201d. Similarly this could be done to push products or product recommendations through XML or API call. The idea is the same. Some email marketing tools let you load and filter a (big) RSS feed, or, alternatively fetch category based or personally prepared RSS feed.<\/p>\n\n\n\n<\/span>5. Analytics-based email segmentation<\/span><\/h3>\n\n\n\n
A quick-win already may be an eRFM (looking at engagement and the frequency and recency of engagement) Email software provides crucial details about your audience and how they engage with email and some ESPs also track site engagement.<\/p>\n\n\n\n\n
<\/figure><\/div>\n\n\n<\/span>6. Email Segmentation Software<\/span><\/h2>\n\n\n\n
<\/span>1. Automizy<\/span><\/h3>\n\n\n\n
![\"contact](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/contact-profile-segmentation.png\")
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