Intelligent segmentation

Static and dynamic target group creation

In short, list segmentation is creating smaller lists, or segments, from your larger list. This, however, can be done in many ways. For example, let’s say that you have an email list of 1000 names. 500 of those people have previously purchased a purple pillow from you, and 500 of them have not. Sending one email to the 500 people who previously purchased a purple pillow and offering them a discount on a matching blanket and a separate email to the 500 people who haven’t purchased the purple pillow that offers a discount when the blanket and pillow are purchased together will yield a better result than sending the same email to all of your users with a more generic offer.

 

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In reality, the best way to do your list segmentation is going to be completely unique to you, but there are some common ways to look at when splitting your list up.

User State: Whether a customer has actively purchased or interacted with you in the last week, last month or last year can impact the type of offer, email and creative that you want to use. It’s common to send less generous offers to active customers and larger offers to try to stimulate activity out of lapsed or inactive customers.

Purchasing History: What types of products a customer has purchased in the past can tell you a lot about what kind of offer or email they will respond to. Creating list segments based on similar purchase histories can allow you to create very targeted and successful emails.

Customer Value: How much a customer has spent with you, the average amount of their order size, or how profitable they’ve been for you is also a common list segmentation. More valuable customers, or customers who spend more money don’t necessarily need more generous offers, but they should be spoken to in email in a way that makes them feel important.

Of course, depending on your business and what data you collect about those on your email list, there are many other logical possibilities for segmentation.

 

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Even if you’re new to segmentation Maileon allows you to quickly and effortlessly create groups based on countless combinations of conditions such as:

– Custom subscriber data (age, sex, geolocation etc.)

– Subscription date, date of contact import,

– Engagement (received mails, opens, clicks, tags)

– Website event (purchase history, RFM parameters)