16 parameters for subscriber base segmentationJanuary 9, 2019
Email marketing gives you the opportunity to send each customer the right offer. It is enough to devote time to proper segmentation. About how you can distinguish the base segments, and there will be this article.
The following data can be requested from the subscriber at the time of registration or after it, based on it you can build a basic segmentation.
Knowing the gender of the subscriber is useful not only for companies whose products are divided into women’s and men’s (for example, clothing and accessories), but in general for all. Depending on the gender, you can pack the proposal in different ways, which will give you better results.
You need to ask for your date of birth for two reasons: to be able to congratulate the subscriber on his birthday and offer a discount, and also to offer suitable products in the future depending on the age group. This can influence the design of proposals, the tone of communication and the selection of products, which will be different for everyone.
You can also prepare different offers depending on the region. You do not need to request this data from the subscriber, since many mailers determine the location automatically.
You can get data on actions with letters in the mailing platform, and on activity on the site – in the analytics system.
Working with this segment is very important, because immediately after the subscription, the user decides whether to read the newsletter or not to recall it anymore. Therefore, you need to create a good Welcome-chain that will lead new subscribers to targeted actions. Here speed and involvement are important.
By the way, Welcome letters are one of the most successful email marketing tools.According to Experian Marketing Services, welcome emails are much more effective than promotional mailings:
- discoveries: + 86%
- clicks: + 196%
- transactions: + 336%
- revenue: + 320%
Learn how to create Welcome Series in GetResponse .
Separate campaigns should be created for those subscribers who are actively involved in communication with you. They open the letters and follow the links – they are the most loyal to the brand. Based on these indicators, you can create a segment, the correct communication with which will bring the company the most results.
There are several scenarios for working with this segment: 1) let go and forget, 2) pretend that nothing is happening, 3) start a reactivation campaign.
The third option is correct. First, you need to reduce the frequency of mailings for inactive subscribers. Further we offer value, we give gifts. If this does not work and there is no answer, we exclude from the database. This will help to avoid complaints about SPAM and, as a result, will affect the deliverability. That is, the option of ignoring the problem is clearly the most dangerous.
Clicking on a specific link is a reason to get into a separate segment of the database. This action may characterize interests, especially if you offer the subscriber to choose an interesting direction for him. It is possible to draw conclusions on indirect signs, without asking direct questions.
Subscriber actions in different sections of sites will help determine the scope of his interests. Turning to the product page from the letter, the user may be interested in other products of the company, which means that it is worth talking about this further.
The source from which the contact was received can tell a lot. Firstly, it will help to make the right product offer, and secondly, to meet the expectations of the mailing list. The content of the Welcome-series should continue the offer of the advertising campaign, in which case the subscriber will be able to organically communicate with the brand. Different approaches can be for clients from online and offline. Learn how to build a subscriber database at offline events .
This functionality is available in most marketing platforms: it allows you to assign points for actions to subscribers. Different points can “weigh” differently, which means we can quickly and simply identify the segment of the most or least active subscribers.
This data can be exported straight from CRM systems, many of which are already integrated with GetResponse.
Not a single purchase
If the communication with the subscriber began even before the purchase, then return to the Welcome-series: they will help you talk about the merits of the product and the company, remove objections and get closer to the first purchase.
This segment is the most valuable, because repeated sales are much cheaper than the first, so you need to carefully work out the communication with this group of subscribers. This may be an offer of related products and discounts.
Analysis of past orders will help to predict the future needs of the buyer. Here you can use the services of recommendations, and you can predict subscribers’ queries yourself (if you don’t have a store with thousands of items).
Prescription and frequency of purchases
If there are repeated sales, an RFM analysis can be carried out, thereby identifying the group of the most profitable customers. Considered prescription purchases and money spent. Gives it as a result of at least 4 segments:
- Loyal, but inactive: they bought a lot, but for a long time
- Loyal and active: buy a lot so far
- Disloyal and inactive: bought a little and for a long time
- New: bought a little, but recently.
Where else can I get data for segmentation?
If contacts are entered into the system manually, you can add custom fields and tags at the start: this can be a parameter that characterizes the client’s readiness for the transaction, or a field of activity.
In the registration form, it is desirable to set the minimum required fields, this will increase the conversion to a subscription. You can request the necessary data for segmentation on the thanks page, suggesting subscribers to take a survey while they are as open as possible, or do it gradually, requesting individual parameters with each new touch.
Using several parameters from the list, you can create multiple segments and work with each of them separately. This will bring results greater than with mass mailings to the entire base. Some segments can be created using analytics , which is already in GetResponse, while others will require data from CRM. Whatever it was, the efforts made to work with the base, be sure to justify themselves.