Segment your lists of recipients to individually target your subscribers through filters
One for all and all for one!
Works great for the three musketeers, but definitely not for successful email marketing! Especially for big lists of recipients it’s advisable to filter your recipients and subdivide them into smaller and more specific segments. That’s how you can get to your subscribers with more individualized newsletters.
1. Lots of options
To subdivide your recipients into smaller groups, simply use the CleverReach® segmentation feature. Before you start, think about the criteria you want to use for segmentation. Collect your data from the newsletter subscription or the open and click rates.
Examples for subscriber segmentation:
- Preferences: Ask for preferences and fields of interest in your registration form and adjust your newsletters based on the collected data.
- Residence and zip code: Planning an exciting event in a certain region? That will interest customers who live there!
- Social demographic data: collect data like age, gender, and marital status. For example, use the birthdate for birthday mailings.
- Interaction/ clicks: People who open your mailings regularly, visit your website or share your posts on Facebook are more likely to be interested in what you have to say. That’s your opportunity to contact these people more often than your other subscribers!
- Shopping behavior: Every purchase gives you a bunch of new insights. Some products are only bought once and you shouldn’t waste your time on offering them again to your customers. But how about useful additional products? You can always remind your customers of consumables like printer toners.
- Occupation/industry: Especially in B2B marketing it’s useful to filter your subscribers by their occupational data.
2. Create segments
Set up relevant data fields to save your data. Define up to 45 data fields for each recipient with CleverReach® that’ll help you to add and adjust customer data to your requirements. For later segmentation, it’s essential to define the respective data field type – by this, you won’t have any problems to use them correctly for your needs.
How to create a segment:
- Go to the respective list of recipients that you want to create segments for
- Click on “Segments”
- Hit “Add segments”
Here, you cannot only add the segment but also set up the respective conditions. You select, for example, all recipients that you have classified as “prospects”.
3. Set up conditions
- Via “Recipients have to fulfill” you indicate, whether they have to fulfill only one or more conditions (“And” or “Else” condition)
- “One condition”: only one condition must be fulfilled
- “All conditions”: all following conditions have to be fulfilled. If there’s only one segment, this selection is not important for you.
- By choosing “Simple” or “Expert” you can extend the segmentation feature to add more “and” or “else” conditions.
4. Create a follow-up segment
- With “follow-up segments” you filter your subscribers by their actions after already sent mailings.
- For example: All subscribers who have opened a specific mailing are segmented. These segments are dynamic and adapt to changing recipient data.
Note: In this case, the data protection function has to be disabled!
5. Benefits of subscriber segmentation
Get the optimum from your newsletter marketing by targeting your recipients correctly:
- Get the right content to your subscribers by identifying their specific interests, their shopping behavior or sociographic data.
- Create specific mailings for your diverse target groups and optimize your email marketing. Not only will you benefit from this, but also your customers! Instead of flooding their inboxes with irrelevant emails, they get the stuff they care about.
- Simultaneously, you get to know your customers even better and adjust your offers based on the obtained data. If you realize, for example, that many of your customers have children, you can create campaigns with exclusive offers for families.
Segmentation: targeted email marketing
One list of recipients – lots of segments
- Filtering instead of separating: Even if it often seems logical to write to your customers separately according to their preferences or shopping behavior, you should centrally manage your recipients in one list and filter them with the segmentation feature.
- Edit and adjust the criteria for segmentation from newsletter to newsletter. For regional events for example, contact only those living in that area, for a special offer on Valentine’s Day only male subscribers, independent from where they live.
- It’s not advisable to use more than one list of recipients, as there is no intergroup data synchronization. If customers unsubscribe from one list, it can happen that they are still contacted because they are still active in another list. If, on the other hand, you want to use a recipient from one list in another list, you have to add or import them to this list.
- Creating several lists of recipients is only advisable if you supervise completely independent groups of recipients, for example as an agency.
Good to know
- Opens and clicks already tell you a great deal about the behavior of your customers. To get to know them even better, link their data to additional analysis software.
- This way, you get additional information on the reaction to your newsletters: the length of the visits of your website, viewed products, shopping carts and much more.
Tip: Don’t ignore data protection! Get your customers’ consent on using their data through multi-level subscription processes.
Segmentation with CleverReach®
- up to 250 recipients
- and send up to 1.000 emails per month for free!
Our Lite Plan has no limited running-term. There is no setup fee and no contractual obligations.
For more emails and features, choose between our Flex, Essential or Enterprise plans. Our price plan calculator will tell you which plan is the best for you!