Segmenting your audience is a key step in running successful email campaigns. With Iterable, you can easily segment your audience to deliver more personalized and relevant messages. In this article, we’ll explore how to effectively use Iterable to create segments and optimize your email marketing strategy.
1. Understand Audience Segmentation
Audience segmentation is the process of dividing your email list into smaller, more targeted groups. These groups are based on characteristics like demographics, behaviors, and preferences. The goal is to send tailored content that resonates with each specific group. With Iterable, segmentation becomes a breeze, allowing you to customize your email campaigns and drive better results.
Segmenting your audience helps you move away from generic messaging and target people based on what interests them. It increases engagement and improves the chances of conversion by delivering relevant content at the right time.
2. Set Clear Goals for Segmentation
Before you start segmenting your audience in Iterable, it’s important to establish clear goals. What do you hope to achieve with your email campaigns? Whether it’s increasing open rates, boosting click-through rates, or driving conversions, defining your goals will guide your segmentation strategy.
For example, if your goal is to promote a new product, you might segment your audience based on previous purchase history. If you’re running a seasonal sale, you can segment by geographic location to tailor offers based on regional demand.
3. Collect and Organize Customer Data
Iterable allows you to collect and organize customer data, which forms the foundation of your segmentation strategy. This data includes information such as demographics, purchase behavior, browsing history, and engagement with previous emails.
Start by gathering data on your audience. Collect basic information like age, gender, and location, along with more specific details like past purchases, preferences, and actions they’ve taken on your website. The more data you have, the more personalized your segments can be.
4. Create Segments Based on Demographics
One of the easiest ways to start segmenting your audience is by demographics. Demographic data includes information such as age, gender, location, and income level. With Iterable, you can create demographic segments to deliver tailored content to different groups.
For example, you can create an email campaign targeting younger customers with trendy products or offer location-specific promotions. Sending content based on demographic information helps you create a more personalized experience for your audience.
5. Segment Based on Behavior
Behavioral segmentation involves grouping your audience based on how they interact with your emails, website, or app. This can include actions like email opens, clicks, purchases, or browsing patterns. Iterable lets you track user behavior and create segments based on these actions.
For instance, you can create a segment of customers who haven’t opened an email in the past month and send them a re-engagement campaign. Similarly, you can target customers who have added items to their cart but didn’t complete the purchase by sending them a reminder email with a discount code.
6. Use Purchase History for Targeted Campaigns
Another effective way to segment your audience is by purchase history. With Iterable, you can create segments of customers based on what they’ve bought in the past. This allows you to send highly relevant product recommendations or special offers.
For example, if someone recently purchased a smartphone, you can segment them into a group that receives follow-up emails about related accessories, like phone cases or headphones. This personalized approach increases the chances of cross-selling and upselling.
7. Engagement-Based Segmentation
Iterable makes it easy to segment your audience based on their level of engagement with your emails. You can create segments for active users who open and click on your emails regularly, as well as segments for those who are less engaged or inactive.
For your highly engaged subscribers, you can reward them with exclusive offers or VIP content. On the other hand, for less engaged users, you can send re-engagement campaigns with incentives to encourage them to interact with your brand again.
8. Segment by Email Preferences
Not all subscribers are interested in receiving the same types of emails. With Iterable, you can segment your audience based on their email preferences. For example, some people might prefer to receive promotional emails, while others are more interested in educational content.
To do this, you can ask subscribers to update their email preferences when they sign up. Then, create segments based on their preferences to ensure you’re sending the right content to the right people. This helps reduce unsubscribes and keeps your audience engaged.
9. Create Event-Based Segments
Iterable allows you to create segments based on specific events or triggers. For example, you can segment users who signed up during a special event or sale, or those who visited a particular landing page on your website.
Event-based segmentation is useful for sending timely and relevant messages. For example, if a customer attended a webinar, you can follow up with an email that includes related content or offers. By segmenting based on events, you can send more personalized follow-ups that feel relevant to the user.
10. Segment New vs. Returning Customers
Iterable makes it easy to differentiate between new and returning customers. You can create segments based on whether someone is a first-time customer or has made repeat purchases. This allows you to tailor your messaging to each group.
For new customers, you might want to send a welcome series that introduces them to your brand. For returning customers, you can send loyalty rewards or personalized recommendations based on their previous purchases. By treating new and returning customers differently, you create a more personalized experience for each group.
11. Geographic Segmentation
With Iterable, you can also segment your audience based on geographic location. This is especially useful if you have a global audience or run location-based promotions. Geographic segmentation allows you to tailor your campaigns based on local preferences, time zones, or seasons.
For example, you can send region-specific offers, such as discounts for customers in a particular city, or seasonal promotions that align with local holidays. Geographic segmentation helps ensure that your content is relevant to your audience’s location.
12. Automate Segmentation with Iterable’s Workflows
Iterable offers powerful automation tools that allow you to automate segmentation based on specific triggers or actions. You can set up workflows that automatically move users into different segments as they engage with your brand.
For example, if a customer makes a purchase, they can be automatically moved into a post-purchase segment where they receive follow-up emails with related product recommendations. Automating segmentation helps save time and ensures that your campaigns are always targeting the right audience.
13. Refine Your Segments Over Time
Segmentation isn’t a one-time process. As your audience evolves and engages with your brand in different ways, it’s important to refine and update your segments regularly. With Iterable, you can easily track how your audience interacts with your campaigns and adjust your segments accordingly.
For example, if you notice that a particular group of customers has stopped engaging with your emails, you can move them into a re-engagement segment. Regularly refining your segments ensures that your campaigns remain relevant and effective.
14. Test and Optimize Your Segments
Iterable allows you to run A/B tests on different segments to see which ones perform best. By testing different segments and comparing results, you can optimize your audience targeting for better performance.
For example, you can test different subject lines, content types, or send times for each segment to see what resonates most with your audience. Testing helps you fine-tune your segmentation strategy and improve the overall effectiveness of your email campaigns.
15. Monitor Performance Across Segments
With Iterable’s reporting tools, you can monitor the performance of your campaigns across different segments. This allows you to see which segments are driving the most engagement, clicks, and conversions.
For example, if you notice that one segment is performing particularly well, you can focus more of your efforts on that group. On the other hand, if a segment is underperforming, you can adjust your messaging or offers to better engage that audience.
Conclusion
Segmenting your audience with Iterable is a powerful way to create more personalized and effective email campaigns. By organizing your audience based on demographics, behavior, preferences, and more, you can deliver targeted content that resonates with each group. With Iterable’s automation tools, you can easily manage your segments and ensure that your campaigns are always relevant. By continually refining and optimizing your segments, you can drive better engagement, increase conversions, and build stronger relationships with your audience.