Personalisation is key to engagement and conversion. Segmentation allows marketers to tailor their messaging to specific audience segments, increasing relevance and ultimately driving better results. 

Here are four segmentation strategies from our outsource digital marketing company that can significantly enhance the impact of your email campaigns:

Leverage Psychographics

Understanding the psychological characteristics, attitudes, and interests of your audience can profoundly influence the effectiveness of your email marketing efforts. Psychographic segmentation delves into the motivations and aspirations of your subscribers, allowing you to craft messages that resonate on a deeper level.

Suppose you’re marketing a line of outdoor adventure gear. By segmenting your audience based on their adventurous spirit, you can send personalised emails highlighting rugged expeditions for thrill-seekers while offering more relaxed camping trips for nature enthusiasts.

RFM Analysis

Recency, Frequency, Monetary (RFM) analysis is a powerful method for segmenting customers based on their past interactions with your brand. By analysing these three key metrics, you can identify high-value segments and tailor your email content and offers accordingly.

Let’s say you run an e-commerce store selling fitness equipment. By segmenting your customers based on their recent purchases, frequency of purchases, and total spending, you can send targeted emails offering exclusive discounts on related products or inviting them to join a loyalty programme based on their purchasing behaviour.

Buyer’s Journey Segmentation

Segmenting your audience based on where they are in the buyer’s journey allows you to deliver content that guides them seamlessly through the sales funnel. By understanding their stage of awareness and intent, you can provide the right information at the right time, nurturing leads towards conversion.

The buyer’s journey is a framework that maps out the stages a potential customer goes through before making a purchase. It helps businesses understand their customers’ behaviours, needs, and motivations at each stage of the decision-making process. The typical buyer’s journey consists of three main stages:

• Awareness Stage

At this stage, the buyer becomes aware of a problem or need they have. They may be experiencing symptoms of an issue but might not have fully defined it yet. During this phase, buyers are researching and gathering information to better understand their problem.

• Consideration Stage

Once the buyer has identified and defined their problem, they begin to actively seek out solutions. In this stage, they evaluate different options and compare features, benefits, and prices. They are looking for the best solution that meets their needs and addresses their pain points.

• Decision Stage

In the final stage of the buyer’s journey, the buyer is ready to make a purchase decision. They have narrowed down their options and are ready to choose a product or service that best fits their requirements. Factors such as pricing, reviews, and customer support may influence their decision-making process.

For a software-as-a-service (SaaS) company offering project management tools, you could segment your audience into awareness-stage subscribers who are seeking information about project management best practices, consideration-stage subscribers comparing different software options, and decision-stage subscribers ready to make a purchase. 

Tailoring your emails to address the specific needs and concerns of each segment can significantly improve conversion rates.

Inactive Subscriber Segments

While it’s essential to focus on engaged subscribers, inactive subscribers should not be neglected. By segmenting this audience and implementing re-engagement campaigns, you have the opportunity to win back their interest and turn them into valuable customers once again.

Suppose you have a segment of subscribers who haven’t opened your emails in the past six months. Sending a targeted re-engagement email with a special offer, asking for feedback, or providing valuable content can prompt them to re-engage with your brand.

Bonus Tip: Personalised Product Recommendations

Incorporating personalised product recommendations based on past purchases, browsing history, or preferences can significantly enhance the relevance of your emails. By leveraging data-driven algorithms, you can suggest products that align with each subscriber’s interests and increase the likelihood of conversion.

Amazon excels in this area by sending personalised recommendation emails based on a customer’s browsing and purchase history. By analysing user behaviour and preferences, they suggest products that the customer is likely to be interested in, resulting in higher click-through and conversion rates.

Email segmentation will help your clients see better results. Outsource digital marketing to our company so you can focus on growing your agency.