4 Tips to successfully segment and personalise your database
Classifying our users according to certain parameters has become an essential task if we want our email marketing to be effective. Knowing our users will help us to address them in a personalised way.The EU's policy of "social inclusion" is a key element in this process, increasing the likelihood of having a positive impact on them.
The concept of "segmentation", which we have talked so much about in our posts, is nothing more than the division of our users into groups. Groups that bring together people related to certain parameters that makes our email marketing can be much more personalized and focused on the interests and profiles of our target audience.
In order to carry out this segmentation, it is imperative to ask users to provide us with information that may be of value to us. In this way, we can provide users with the information they need and want, respecting and taking advantage of their interests, behaviours and habits in the buying cycle.
Why is segmentation important?
Because not all users are the same and therefore not all are looking for the same thing.. It is even important to keep in mind those users who do not show interest in our brand to give them the option to unsubscribe. Quality is better than quantity when it comes to our databases. It is better to have fewer subscribers, but those you do have should be followers of your brand and interested in what you can tell them.
Below, we show you 4 tips that you can follow if you want to successfully target users who sign up for your newsletter:
1. Ask who your user is
In order to personalise your emails, you need to know who you are targeting. In this type of subscription form, demographic and geographic information is requested in order to delimit users into different segments according to gender and origin. This information will be very useful when targeting users (especially if your products or services are highly dependent on these two variables).
2. Ask their preferences
Nowadays, it is not enough to simply segment by gender and origin. To carry out a really advanced and effective email marketing, you need to hyper-customisedWe must ask our users what information they want to receive. Why bombard them with large amounts of information, if we can ask them what information they are most interested in. In this way, we ensure that what we send to users will be of interest to them because they have said so.
3. Learn more about them
We know if they are male or female, what their interests are... So why not go a little further? For example, by asking them their date of birth. This information will allow us to create triggered emails that will be sent to our users on their birthdays. It is a way to carry out loyalty email marketing and will make our users feel special. In addition, it will help you to segment your users by age, as you will not send the same to a teenager as to a retiree.
4. Let them know at all times what kind of mail they will receive.
In short, it is very important to request certain information from our users in order to successfully segment our database. However, it is equally important that you also inform your users of what it means to be part of your database. In this way, you will ensure that those who sign up for your newsletter are fully aware of what they are going to receive and when they will receive it. This way, they will be able to determine whether they are still interested in being part of your subscribers or whether they decide that what you are proposing is not interesting enough for them and, therefore, neither of them will waste their time.
