Chapter 4: Segmentation Strategies
Chapter 4 of 15
Chapter 4: Segmentation Strategies
4.1 Segmentation Basics
Segmentation divides your email list into smaller, targeted groups based on shared characteristics. Segment your list to deliver more relevant content and improve engagement.
Why Segment:
- Higher open and click rates
- Better relevance and engagement
- Reduced unsubscribes
- Increased conversions
- Improved ROI
Basic Segmentation Criteria:
- Demographics: Age, gender, location
- Behavior: Purchase history, website activity
- Preferences: Interests, content preferences
- Engagement: Open rates, click rates
- Lifecycle Stage: New, active, inactive
Segmentation Process:
- Collect relevant data
- Define segmentation criteria
- Create segments
- Develop segment-specific content
- Send targeted campaigns
- Measure results
4.2 Advanced Segmentation
Advanced segmentation uses multiple criteria and sophisticated logic to create highly targeted segments.
Advanced Segmentation Types:
- RFM Segmentation: Recency, Frequency, Monetary value
- Predictive Segmentation: AI-powered predictions
- Dynamic Segmentation: Auto-updating segments
- Multi-Dimensional: Multiple criteria combined
RFM Segmentation:
- Recency: How recently they purchased
- Frequency: How often they purchase
- Monetary: How much they spend
- Creates customer value segments
- Enables targeted strategies
Advanced Segmentation Benefits:
- More precise targeting
- Better personalization
- Improved campaign performance
- Higher ROI
4.3 Segmentation Implementation
Implement segmentation effectively in your platform.
- Set up data collection
- Create segment rules
- Test segments
- Automate segment updates
- Monitor segment performance
4.4 Segmentation Best Practices
Follow best practices for effective segmentation.
- Start with basic segments
- Use relevant criteria
- Keep segments manageable
- Update segments regularly
- Test segment performance