Ok, now let’s start talking to the right people. You want to deliver content that is interesting and applicable, so you need to segment your list, and build mini-lists based on your subscribers’ attributes. If you sell steak, there isn’t much sense in sending emails to people who eat salad for a living.
The way you do this will depend on what you are trying to achieve, and the data you have. There are four main ways you can segment your list:
1. Demographic
2. Psychographic
3. Geographical
4. Behavioural
Demographic - the “who” of your list, for example using markers such as Age, Gender, Ethnicity, or Income to group subscribers.
Psychographic - the “why” of your list, looking at traits such as hobbies, personalities, and life goals. It is not always easy to do but it can make your marketing efforts very effective.
Geographic - the “where” of your list. This is the easy one, simply group your subscribers by location. You can get as granular as you like, from the country down to the postcode if needed.
Behavioural - the “how” of your list. Quite possibly the most useful for eCommerce businesses. This is built around habits such as spending patterns, browsing history, and Brand loyalty. You will need some data to support it, however, most e-comm websites have that on tap.
Segmenting your list is a major key to getting your message embraced. It helps you talk with your subscribers in a relevant manner, so you can market directly, and personally to them, delivering effective emails every time.
It’s a compulsory part of any EDM strategy.
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