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Group of subscribers who share a set of characteristics derived from both their personal data and their previous interactions with email campaigns. For example, a segment could consist of all subscribers living in a particular city who did not open the last campaign.

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What is segmentation in email marketing?

A segment doesn't necessarily correspond to an interest group. The difference is that people within a segment may not be aware of it, while a group to which they belong is typically chosen during the registration process. Additionally, a segment can include more parameters than just a group, such as whether they clicked on a previous email.

People in a segment usually have several things in common, but the creator of the segment selects the parameters to divide subscribers and send them personalized information.

How does segmentation work in email marketing?

The possibilities for segmentation depend, on one hand, on the fields included in the sign-up form: the more fields you request, the more options you have. However, it's essential to collect information that will genuinely be used. For example, profession or language are common fields, and they can be used to send different messages based on the segment to which subscribers belong.

On the other hand, interactions or information about previous purchases can also be used for segmentation. For instance, you could send a message to subscribers with a specific profession who opened the last three campaigns but did not click, and a different message to subscribers with a different profession who both opened and clicked.

In this way, the list is narrowed down to find the target audience for the email marketing campaign.

How to segment your email campaign?

Before deciding to send a segmented email campaign, it's essential to have a clear goal in mind. What do you want to achieve? For example, if you want to sell a product that has been in stock for a while, the quickest option might be to send the email to your entire list without segmentation. To achieve better results, invest some time in identifying a more defined target audience, such as those who left the product in their cart but didn't complete the purchase, those who bought similar products, or those who clicked on a news article about it.

Once you've selected the segment to which you'll direct the campaign, the next step is to personalize the content with dynamic fields. This way, subscribers can see the opening hours of the store in their city, for example, making them more inclined to visit it.