How to build a segmentation strategy for E-mail Marketing?

Before sending an email we should be careful that we should have permission to send the mail to the contacts. If a contact has not opt in for the email, there is no use of sending to them as it will go in spam.

Segmentation strategy helps to receive 9.37% less un-subscribes than non-segmented campaigns. It is very common sense that the more relevant the message the more likely subscriber will engage.

Here are three best practices for creating successful segmentation strategy:

1. Have a clean and organized database: It gives the foundation for the campaigns to start with the clean and organized database.In this way contact and Segmentation strategy works together. We have three key pieces of data: a) Contact b) Contact Properties c) Company and their properties

2.Collect the right information: Bringing right information helps to segment for email marketing. We can collect the information through various sources like form submission, chatbox, messenger apps and many more. We should make sure that the data we are collecting always include: 

  • Buyer's Persona and 
  • Buyer's Journey: This segmentation will help you to identify the contact's placement in the buyer's journey if in Awareness stage, consideration or in decision stage.

3. Understand the explicit and implicit data: Explicit data is intentionally shared between a contact and a company, a data which is willingly entered by contact in forms, facebook or in linkedIn. Implicit data is the information gathered from user behavior.