Email marketing never stops evolving and segmentations are one of the most effective strategies to personalize messages and make them effective. Targeting allows emails to be sent to specific, relevant audiences, increasing the likelihood that users who receive them will convert. In this post, we show you why segmentations are so important and some points to keep in mind when making these segmentations.

If you are still not sure what benefits segmenting your users brings to your ecommerce, you should continue reading:

Relevance:

By segmenting your subscriber list, you can send messages that are relevant to each group of users based on their interests, preferences, behaviors or demographic characteristics. By sending relevant content, you increase the likelihood that recipients will open and engage with your emails.

Higher open rate:

Personalized emails are more likely to be opened than generic messages. By segmenting your list and sending messages tailored to the interests of each segment, you will capture the attention of recipients and motivate them to open and read your emails.

Increased click-through rate:

By personalizing the content of your messages based on the interests and preferences of each segment, you will also increase the click-through rate on your emails. By specifically targeting each group's interests, you give them an incentive to click on links and take desired actions, such as visiting your website or making a purchase.

Bounce rate reduction:

Segmentation also helps you reduce the bounce rate of your emails. By sending relevant messages to each segment, you avoid sending unwanted or inappropriate content to some recipients, which decreases the likelihood that they will mark your emails as spam or unsubscribe from your list.

Improved customer satisfaction:

By personalizing your messages, you show your subscribers that you value them as individuals and that you care about meeting their needs. This improves the customer experience and strengthens the relationship between your brand and your subscribers.

Better return on investment:

Personalizing messages through effective segmentation can increase the effectiveness of your email campaigns, which in turn can lead to better return on investment (ROI). By sending relevant messages to the right segments, you increase your chances of converting subscribers into customers and generating revenue for your business.

In email marketing, there are two main types of segmentations: simple segmentations and advanced segmentations. Both are important and have their own characteristics and benefits.

Simple segmentations:

Simple segmentations are based on basic, more general criteria, such as demographics, geographic location, or basic preferences. These segmentations are easy to implement and offer an initial way to personalize your email messages.

Simple segmentations are important because they allow you to divide your subscriber list into larger, general groups, helping you tailor your messages in a basic and relevant way for each group. Although they are not as detailed as advanced segmentations, they can still improve the effectiveness of your email marketing campaigns.

Advanced segmentations:

Advanced segmentations are more specific and are based on more detailed and variable criteria, such as user behaviors, purchase history, previous interactions with your emails, or data collected through on-site personalization.

Advanced segmentations are vital for deeper and more effective personalization. They allow you to send highly relevant and targeted messages to smaller segments of your list, increasing the likelihood of engagement, conversions, and recipient satisfaction.

Examples of advanced segmentations:

- Shopping behaviour:

Segment based on the recipient's previous purchases, product preferences, or purchase frequency. You can also take into account the price of the products purchased, the collections to which those products belong... In this way you can send campaigns for specific products to these users who are interested or, know the frequency with which they buy, to send them a campaign when you are closer to the purchase and drive the sale.

- Interactions on the website:

Segment based on the actions carried out by the user on your website, such as visits to specific pages, adding products to the cart... You can use these segmentations to impact users right where they left off and make them resume the action in the next moment. point they left her.

- Open and click history:

Segment based on open and click activity on your previous emails. This allows you to impact the people who are most connected to the brand. You can send interesting content or offers to these customers who keep opening and clicking your emails, to get them to finally make the purchase.

- Commitment level:

Segment based on subscriber engagement, such as inactive subscribers, frequent subscribers, or newly registered subscribers. This type of segmentation allows the messages you direct to each group to be different and have a greater impact depending on the interests of each group.

Spending time establishing a good segmentation strategy in the email marketing channel for your ecommerce is key to increasing conversions, thanks to the personalization of the different impacts on the customer throughout the customer journey. This allows your campaigns to have a higher effectiveness rate and the user experience with your campaigns to be adequate.

Remember that you will also be able to use these segmentations in other channels and it will help you identify the different customers within your database.

At Webmefy we know the importance of the email marketing channel and the need to create different segmentations, both for the flows and for the campaigns that are launched within this email channel, but also to carry out a joint strategy with the rest of the channels. . If you want us to tell you about our strategies and know how we can help your online store, contact us. Talk later?