How can we segment our audiences?

At other times, in our blog We have discussed the direct relationship between working correctly with our audiences and the success of our email marketing campaigns.

As companies seek to stand out in a message-saturated landscape, the ability to reach the right audience with the right message at the right time becomes a crucial competitive advantage. According to a recent statista studyThe number of emails sent and received globally has increased every year since 2017. In 2022, nearly 330 billion emails were sent and received every day worldwide. and it is estimated that this figure could grow by more than 17.8% until 2026".

So, in this post we are going to look at different strategies for audience segmentation using a combination of demographic, behavioural and interactive data. In this way we will be able to discover how these techniques can help you create more relevant and engaging email marketing campaigns for your audience.

What is audience targeting?

Audience segmentation in email marketing is the process of dividing your subscriber list into smaller, targeted groups based on certain criteria.such as demographics, past behaviour, interests or preferences with the primary goal of sending more relevant and personalised emails to each group, rather than sending a generic message to your entire list of subscribers.

What data can we use to segment our audience?

The data we can use are as follows:

Demographic data. Demographic data, such as age, gender, location and marital status, is critical to segmenting your audience. This data provides a solid basis for understand who your customers are and how they may differ in their preferences and buying behaviour.

ExampleA fashion company can segment their audience by age and gender to offer content and products specific to different demographics. This allows them to create more relevant and engaging campaigns that resonate with each segment of their audience.

Behavioural data. Behavioural data refers to how users interact with your e-commerce site. This includes actions such as visiting your website, clicking on links, making purchases, abandoning shopping carts and more. This data reveals a lot about your customers' interests and intentions, allowing you to segment your audience based on their online behaviour.

ExampleAn online shop can segment its audience into frequent shoppers, potential shoppers and inactive customers. Then, they can send personalised campaigns, such as exclusive discounts for frequent shoppers or abandoned cart reminders for inactive customersto encourage participation and conversion.

Interaction data. The interaction data focuses on how users interact with your marketing campaignssuch as opening emails, clicking on links, downloading resources and completing forms. This data provides information about your customers' level of interest and engagement with your brand and your messages.

ExampleA software company can segment their audience based on interaction with their emails, such as customers who have opened emails but have not clicked on links, versus customers who have actively interacted with the content. They can then send personalised follow-up messages that are tailored to the specific interests and needs of each segment.

In short, Audience segmentation is essential to achieve good results.. By using a combination of demographic, behavioural and interactive data, you can segment your audience in a more effective and personalised way, allowing you to create more relevant and engaging campaigns that generate higher engagement and conversion.