that “targeting” means dividing into parts, segmenting an email
campaign means: dividing various campaigns with
different content for different audience.
sending segmented e-mail marketing campaigns may be a bit tricky.
Therefore, before carrying out a segmentation process and targeting
your audience, it is necessary that you collect enough data about
a look at the following example, so that it will be easier to
understand the importance of collecting data. Let's assume that you work with a company that sells
wines of all types and from all over the world. How for example could you segment the interests of your audience to accurately target
all, you can divide your customers in accordance to their interest in
both: wines and countries. This way you can create lists of customers who
are interested in French, Italian, Spanish or Portuguese wines. Moving on... We know where we are now; and from here you can already segment
your emails and create specific campaigns to each type of
customers! But, wait a minute...you can still do more. You can also
divide your customers in accordance to their wine preferences –
white, red, dry, etc... the possibilities are endless!
be actually more time-consuming apart from working with customer
segmentation is collecting information about your customers itself. As
shown in the example above, it is necessary to gather customer
preferences and use them to create a relevant communication.
segmentation is so important and helps achieve better results?
Because you send only relevant information to your customers without
overwhelming them with large amounts of content.
anything better than receiving something you really have an
interest in? People are tired of reading general emails with
thousand offers and irrelevant to their interests information. By
segmenting your email campaign content in accordance to the interests
of your customers you will be on your way of establishing a long-term
relationship with the clients. Furthermore, you will decrease the
expenses on marketing and improve ROI (return on investment) of your
email marketing campaigns.
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