How much do you know about your customers? Let’s start with the basics: You’ve probably grouped them into age categories, and possibly recorded gender, too. Income and location are two other pieces of information that are often immediately tagged by marketers and customer service departments.
But do those four pieces of information really paint a good picture of who your customers are? The answer, of course, is no. In many ways, we escape classification. A red-haired, 40-year-old mother of two who lives in New York City may have zero commonalities with a red-haired, 40-year-old mother of two who lives in Phoenix.
But as much data as you can collect on your customers can be a good way of getting to know them better, whether they live on the East Coast or in the Southwest (or anyplace in between). And once you get to know them, you can target your communications to them—your social posts, your blog articles, and especially your emails—more precisely.
Doing that—segmenting your emails as much as you can—really brings an art to electronic marketing communications. Those segments help speak to priorities, needs, and wants. And the segments can be continually refined as you add more information and data about your customers.
For example, take those two mothers: Perhaps one started having children right out of college, while the other one waited a decade. They have different needs and wants, so figuring out the ages of the children in the household is a great way to add another unique segment to your customer database. One may work out of the home full time, while the other may have a part-time, at-home business; that’s another data point to discover and record.
Why else is email segmentation important and how can you tackle it? This graphic explains it.