How to segment your database according to their interests?

As we have discussed in in many casesIn order to be able to send a good segmentation of our database, it is essential to much more effective and tailored email campaigns for our users. Today we will see a good example of how segmenting our database according to interests of our subscribers.

As we discussed in this postIn order to correctly segment our database, we must first of all focus on what we want to target. information we ask users in the registration process. The data you provide will help us to a large extent to make a good classification: sex, age, date of birth or interests or tastes more specific. Of course, we must be careful in the information we ask for, we should only ask what we know will really help us in our email marketing campaigns. For this, a good option is to use a progressive registration.

However, there are also other ways to get relevant information from our database and apply it later in future emails. Here you can see a very good example of Desigual.

Desigual has designed an email with buttons with the different sizes availableThe subscriber, when clicking on one of the buttons, will see only those garments that fit him or her. In this way, the brand provides a more relevant content for the userIt also avoids frustrations such as "I love this garment but it's not my size", as we have all experienced on more than one occasion.

The most interesting thing is that, once the campaign has been launched and the results have been achieved, you could even segmenting your database according to the size selected by each user. In this way, all users would be tagged with their size and in the future, segmented and presonalised campaigns could be sent with garments of their size. The same could also be done by segmenting by product type preferences or male-female category.

Have you seen any other good examples of segmentation like the one we have just discussed?