In terms of segmentation , let's start from the beginning, that is to say the concept of the mailing list that has accompanied Email Marketing since its inception. We all know what a mailing list entails. It is essentially a collection of email addresses that, with the user's consent, receive messages from a sender, in our case, a company. Generally speaking, mailing lists are still indistinct sets of addresses where a company sends the same email. Such a notion can be considered obsolete and outdated . Today, a mailing list is a complex body composed of subsets and segments . These are created by companies to diversify the mailings and, therefore, transmit campaigns that correspond to the characteristics, interests and needs of each recipient. Conducting segmented email marketing involves segmentation . Concretely, segmentation breaks down the contact base into subsets across a range of activities and according to a number of common characteristics, namely behaviors , profiles and interests . Here, we'll walk you through this process to reveal the mindsets , tools , and activities to develop your business' segmentation strategy. Data organization Everyone is talking about data these days. Yet when the rubber hits the road , a feeling of disorientation almost always prevails. Where to start? Let's sort it out: there are four phases or steps to streamlining and collecting data. 1.
Cartography Before dividing the recipients into segments, one must analyze the available data, i.e. understand what has been collected, the quantity, quality and type of this information , as well as whether the data is up to date. or obsolete. Only by understanding the value of the actual database can one assess the right type of segmentation and what data should be collected. 2. Strategy Once everything is in order, we can move on to strategy. It is a question of identifying the profiles of the customers to be targeted, that is to say the models of recipients which lead to segmentation. Defining a strategy will help us understand what data and information is needed , and if it is enough or if we need more. 3. Collection Once we know what type of information is most important to each brand, we need to figure out the best strategy for asking for it . Enter here in the field of profiling, that is to say the creation of the profile of the recipient. A metaphor can help: the typology of people interested in the brand is the “model” while the data collected for each of them is the “clothes”. The following elements are necessary to collect data and information about the recipients: Creativity and sensitivity to obtain information from the user Tools and features : the landing page, the preference center and the main magnet are fundamental allies 4. Integration The integration and synchronization of different information dissemination systems is essential to data collection. It is obvious. APIs and connectors can establish an environment where different systems, whether it's GoogleAnalytics or an e-commerce platform, can easily share data.