Using email segmentation to be a better marketer

It’s 2015 and email segmentation is nothing new to marketers. But how well have eCommerce players aligned their marketing strategy to the latest possibilities in email segmentation.

3 Factors That Determine How Good A Marketer You Are

1. Hyper-personalized emails

2. Emails at the perfect time

3. Fewer emails

Let us use an example to understand each of these factors.

This is what your average customer base looks like:

Average customer base

Multiple age groups, locations, interests, actions, browsers etc. are factors that create each individual. And each of these provides vital information based on which you can target your recipients with the most relevant products.

There are multiple ways to divide your customers into segments. One parameter is occupation. Here, we’ve divided the customer base in terms of occupation and their activity on your site:

Segmenting customers based on some attributes

As can be seen from the image above, you can categorize your customers in terms of their occupation. Combine that with their activity on your e-store, and voila! You can already streamline your recommendations based on this combined data. For example, you wouldn’t want to bombard a sportsperson with offers on linens and cutlery, right?

What if we took this one step further and took into account multiple parameters per customer? Something like the following: