The need for list segmentation comes from the fact that your audience is not a uniform group. You can then use this learning to identify which personalization strategies will have the greatest impact for your business. The process will help you better understand your audience and the factors influencing customers’ behavior. Of the two strategies, segmentation is your best starting point. However you could personalize this campaign on an individual level by using each contact’s purchase history to share recommendations unique to them. For example, using segmentation you might target everyone who has bought an item with an email promoting other relevant products. Segmentation uses a shared trait among a group of contacts, while personalization customizes content for each individual contact. However they differ in the way they achieve this.

After all, both are strategies for creating tailored emails using information collected about subscribers. The video below also offers an introduction to segmentation and how it works in email marketing.Ī common misunderstanding when it comes to defining email segmentation is thinking that the term is interchangeable with personalization.

Later on you’ll find examples of each of these in practice. Geographic: based on where contacts are located.Behavioral: based on contacts’ past interactions with your business.Psychographic: using subjective characteristics of contacts’ personalities.Demographic: using concrete information about who contacts are.Marketers can then target different segments with tailored email campaigns based on what they know about subscribers. By segmenting your lists into smaller groups with shared characteristics you can send more relevant email campaigns at scale.īelow you’ll see what email segmentation looks like in practice and learn how your business can reap the benefits.Įmail segmentation is the process of separating contact lists into smaller sections according to shared characteristics. However, that’s not to say you should be emailing each of your contacts individually. We respond to messages that resonate with us and our unique needs. We as consumers don’t want to feel like we’re being blindly marketed to. Most likely the email will go straight into trash and you’ll probably unsubscribe too. Or a sale on baby items when you’re in your early twenties and not even considering kids. A promotional email pops up in your inbox and your first thought: Why have I been sent this? Maybe it’s an invite to an event in a city you’ve never been to. This guide explains how you can use list segmentation for more targeted email marketing campaigns, including ideas for how different businesses might divide their contacts. But an email segmentation strategy will get you more impact by helping you send the right message to the right people. When time is of the essence it’s tempting to resort to mass campaigns to your whole contact list.

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