The main goal of segmentation is to increase the effectiveness of mailings. If a letter sent to a segment corresponds to the interests of users as much as possible, they will be more willing to open it and perform the target action (click on a button, make a purchase, etc.).
Additional reasons for segmentation include:
Increasing audience loyalty and satisfaction.
Increasing open rates, readability, and other newsletter metrics.
Increased profits and sales from advertising mailings.
Reactivation of dormant contacts.
User retention.
Possibility of automating work with each individual segment (when using trigger mailings).
Savings on more expensive communication channels, such as SMS messages.
But it is important to remember that audience segmentation greece phone number data significantly increases the complexity of working with mailings, because for each segment you need to create its own unique content and letter templates. All this increases the launch time and increases the budget (costs for the email campaign).
If you don’t segment your base and send the same thing to all your clients, over time your base will simply burn out – subscribers will open your emails less often, since there will be too many irrelevant topics and news items in the email stream.
It is important to understand that segmentation alone is not the answer to all the problems and challenges of email marketing (it is not the holy grail). To get effective mailings, you need to provide a full range of activities, which will include setting campaign goals, drawing up a mailing plan (by segments and the general flow), developing and creating high-quality templates, relevant content, testing hypotheses (A/B tests), analyzing indicators, adjusting the strategy, etc.
Approaches to segmentation of contact bases
Each email marketer has their own approaches to segmenting databases. Firstly, this is due to their work experience, secondly, to the specifics of the business or niche for which advertising campaigns are conducted, and thirdly, to the personal preferences of the person in charge.
There can be any number of approaches. Some maintain special tables with breakdown criteria, while others rely solely on the experience of past projects. But there is always an alternative – established mathematical models and common practices.