Segmentation

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Subscriber Segmentation

One of the core credos of email marketing is: Send the right message to the right people. Easier said than done? Well, if you use our subscriber segmentation tool it’s as easy as pi. Segmenting your mailing list into buckets of customers with similar interests or demographics offers the best way to get the right message in front of people who will be most receptive to it.

 

The GraphicMail segmentation tool allows you to target a segmented group of clients who fit a specific profile. This means you can send to, for example, only divorced women who love fly-fishing and are between 25 and 35 years old.

With GraphicMail, segmentation is simple. You profile subscribers according to various common denominators and group them together (how you profile subscribers is up to you). You can create as many segments as you like, save each one and also use them across one or more mailing lists. Our application gives you the opportunity to create a highly targeted, effective email advertising campaign which will benefit your email marketing efforts in the long run.

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MarketingSherpa reports in their Benchmark Guide, that segmented campaigns produce at least 30% more opens and a 50% higher click through rate than undifferentiated messages. Do we need to say more?

When managing your segments you can now also select either the “greater than” or “less than” options; read more about this cool tweak in our blog:

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Some tips on how to get the subscriber data in the first place:

Add extra data fields to your GraphicMail sign up form which you can set up in a few wizard steps and embed in your site or blog.

Observe where your recipients click on your newsletter (you can also integrate this with your Google Analytics account). Observing what they do can give you enough data to begin segmenting. If you’re an online retailer for instance, add two distinct calls to action, with links labeled "Boys’ Toys" and "Girls’ Goodies”. Then, move everyone who clicked on the “Boys’ Toys” link into one segment and send them future targeted email newsletters.

You can also do a general observation by checking your reports: After your next newsletter send, bundle those subscribers who haven’t opened your newsletters in the past into one segment, and those who have opened it into another. This enables you to send a newsletter with two different subject lines, enticing those who haven’t opened previously to open your newsletter. You might also want to test the subject lines for both segments before you send by using our A/ B split test sending tool.