How to improve your email segmentation and targeting?

Sales strategy
Juliette Belfiore
9 March 2023


Before sending a newsletter, or a marketing email, could you please carefully work on your segmentation!! πŸ™πŸ»

No one wants to receive marketing emails that are totally out of step with their industry. For instance, if you are a sports coach, you do not want to receive emails about canine grooming! There is no value for you to open the email. It will end up directly in the trash and everyone will be lost. And you will be considered a spammer. Lose-lose.

For email marketing to be relevant, it is necessary to study its segmentation! What is it exactly?

Please ChatGPT, What is segmentation in marketing?

β€œEmail segmentation marketing is the process of dividing a company's email list into smaller groups or segments based on specific criteria such as demographics, behavior, and interests. By segmenting the email list, businesses can create targeted and personalized email campaigns that are more relevant and engaging to subscribers, resulting in higher open and conversion rates. Email segmentation marketing is an effective way to improve the overall effectiveness and ROI of email marketing campaigns.”

He’s so lovely.

You will see an overview of what kind of data you can collect and analyze and how to create segment and target groups.

Collect and analyze data


Types of data that can be used for segmentation and targeting

There are various types of data that businesses can use for segmentation and targeting in email marketing. Some examples:

  • Demographic Data: It includes information such as age, gender, income, occupation, education level, and geographic location.
    β‡’ Demographic data can help businesses segment their email list based on common characteristics that may be relevant to their products or services.
  • Behavioral Data: It includes information about how subscribers interact with your brand, such as website visits, email opens, clicks, purchases, and social media engagement.β‡’ By using behavioral data, businesses can segment their email list based on subscriber interests, preferences, and engagement levels.
  • Transactional Data: It includes information about past purchases, such as the products or services purchased, purchase frequency, and average order value.
    β‡’ This data can be used to segment subscribers based on their buying behavior and preferences.
  • Psychographic Data: It includes information about the subscriber's lifestyle, values, attitudes, and interests.β‡’ This data type can help businesses segment their email list based on subscribers' personalities and motivations.
  • Firmographic Data: It is used for B2B email marketing and includes information such as company size, industry, revenue, and location.β‡’ By using firmographic data, businesses can segment their email list based on their target market's company characteristics.
  • Technographic Data: It includes information about the technology and software used by subscribers.β‡’ This data type can help businesses segment their email list based on subscribers' tech preferences and the devices they use.

By using these types of data, businesses can create targeted and relevant email campaigns that speak directly to their subscribers' interests and preferences, increasing engagement and conversion rates.

Tips for collecting and storing data effectively

Collect only relevant data that aligns with your business goals and objectives, and ensure that it is collected in a secure and compliant manner.

Use a centralized database or customer relationship management (CRM) system to store your data, ensuring that it is organized and easily accessible for analysis and segmentation.

You can regularly audit your data to ensure that it remains accurate and up-to-date.

How to analyze data to identify trends and patterns that can inform segmentation and targeting?

Analyzing data is an essential step in identifying trends and patterns that can inform segmentation and targeting in email marketing:

  • Use data analysis tools such as Excel, Google Sheets, or other analytics platforms to analyze your data. Look for trends and patterns in your data, such as high engagement rates for certain segments, low open rates for specific campaigns, or high conversion rates for particular products.
  • Once you've analyzed your data, use your insights to identify segments of subscribers that exhibit similar behaviors, interests, or characteristics.
    β‡’ For example, you may identify a segment of subscribers who consistently engage with your promotional emails or a segment of subscribers who only open your newsletters.

Create segments and target groups

Types of segments that can be created

There are several types of segments that can be created from an email marketing data analysis. Here are some common types of segments:

  1. Demographic Segments
  2. Behavioral Segments
  3. Transactional Segments
  4. Psychographic Segments
  5. Firmographic Segments
  6. Geographical Segments
  7. Engagement Segments

Tips for creating effective segments

Creating effective segments is critical to the success of your email marketing campaigns. Some tips for creating effective segments:

  • Avoid Over-segmentation: Don't create too many segments, as this can make your email campaigns too complicated and difficult to manage.
  • Avoid stereotyping your segments by oversimplifying or making assumptions about your subscribers' behaviors, interests, and preferences. Instead, let the data guide your segmentation.
  • Consider creative segmentation options to better engage subscribers.
    β‡’ For example, consider creating segments based on subscriber personas or using segmentation to drive subscriber engagement in interactive campaigns.

How to define and create target groups based on the segments

Once you have defined segments for your email marketing campaigns, you can use them to create target groups.

Based on the segment data, develop criteria for each target group. Consider criteria such as age, gender, location, interests, purchase history, and engagement levels. Use data-driven criteria to develop specific target groups that will help you achieve your business goals.

Create Target Group Profiles: Once you have developed criteria for each target group, create target group profiles. These profiles should provide a clear understanding of each target group's characteristics, behaviors, and preferences. Use the profiles to develop targeted campaigns that speak to the unique needs and interests of each group.


Develop Targeted Emailing Campaigns

Personalize and optimize

Personalization is a key component of effective email marketing, and it can significantly improve engagement and conversion rates. Here are some best practices for personalizing email content and offers for each segment and target group:

  • Use subscriber data such as past purchase history, browsing behavior, and email engagement to personalize the content and offers in each email.
  • Personalize subject lines and make them more relevant to each subscriber.
  • Use personalized images to create a more personalized experience for the subscriber.
    β‡’ For example, use an image of the subscriber's favorite product in the email.
  • Use personalization throughout the email, not just in the subject line and offer. This will create a more engaging and personalized experience for the subscriber.

Test and Monitor

  • Test your campaigns and target groups over time to see what works and what doesn't. Use the data to refine your target group criteria and develop more effective campaigns.
  • Continuously monitor the performance of your campaigns and adjust your target groups as needed. Look for trends and patterns in the data to identify opportunities for a new segmentation.

This is important to regularly review and update segmentation and targeting strategies to ensure the best possible results.


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