How Smart Segmentation Can Help You Become an Effective Email Marketer

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Like many people around the world, I guess you are probably surrounded by many friends of all kinds. As a marketer, it is the same, you also have friends from all walks of life and you are probably not looking to get rid of any of them, quite the contrary.

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Personalized Marketing is marketing that adapts to user preferences. It will allow you to reach each of your customers in a way that is specific to them, relevant and appropriate, but above all in a way that is adapted to their germany telegram unique characteristics. Personalized marketing begins with segmentation.

What is segmentation?
Segmentation is the way we use to divide and filter customers based on their characteristics and interests in order to send them tailored and targeted content specifically for them. In the following article, we will see how to effectively use segmentation in email marketing; into which groups you should divide your customers, what content to send them and to whom, and of course, how to use it to increase your conversions and sales.

Segmentation into groups
There are a number of ways to help you divide your contacts and filter the content you send them. The best way to get information about your customers is still to use a signup form where the different fields will give you the necessary information.

In the signup form you can ask your subscribers for all the personal details you need, such as gender, date of birth, place of residence, interests, position in the company (important for B2B marketers), and more. It is also a good idea to ask for information that you will actually use later. You can even briefly explain on the signup form that if you are asking for this information, it is simply for the purpose of being able to send your content in a more targeted and personalized way. Your subscribers will even thank you for it!

Division according to geographical location
One way to target your emails to certain subscribers is geographic segmentation. For example, if you send the same email in English to recipients all over the world, using geographic segmentation, you can obtain statistical data about your opening rate and check these rates according to countries. This way, you can see which email was most successful and in which country, but also where it was not successful, and be able to draw the necessary conclusions. From there, you will be able to modify the characteristics of your email according to the country of origin of your contacts. For example, you will not have to send an email in French after six o'clock in the evening or on Sundays, since these are the times when the French are not or no longer at work, which means that there is a greater probability that your email will not be opened.

Another example related to dividing contacts by geographic location is the case when you own a chain of stores and you want to make a special sale but only in one of your stores. Thanks to geographic segmentation, you will be able to send an email about the sale in question only to people living near the store in question.

Division according to gender
Dividing your contacts by gender allows you to send dynamic and personalized content based on the characteristics of your target audience.

Another advantage you can find in gender segmentation is in the content you market. Be careful, however, not to transform your segmentation based on “sexist” ideas because this could make you lose a lot of customers. A Google study recently found that marketers who focus only on certain target audiences lose an average of 50% of their customers. To give you an example that supports this idea, know that if you are in the marketing of sports products, according to the Google study, in the United States, 56% of people who search for these products via mobile are women! Also know that 68% of public opinion influencers in the field of skin care were men!