Database segmentation for email newslettering
If you were selling snowboarding gear, would you open a store near the Sahara? And if you had an insurance company, would you waste your time trying to persuade a person without a car to buy a compulsory motor insurance policy? You would probably not.
The same logic applies in the online space. Instead of making the same offer to all customers, it is better to focus on those people who need your product.
You can select subscribers of a certain gender, age, location, or segment them by interests, behavior and purchase history. For example, if you create an email newsletter offering a student bank card, your audience will be 18 to 23 years old.
- to keep the database of email addresses in order;
- to personalize your offers;
- to increase the conversion rate.
Before segmenting, you should already have databases created. The more information you have about the customer, the more detailed the segmentation will be.
Select the segment type: static or dynamic.
Now you need to make a segmentation request, i.e. specify the conditions for users to enter the database. Please note that one segment can contain subscribers from several databases. However, in this case, it is necessary to create a separate segmentation request for each database.
Select the database to segment its subscribers:
Next, set the condition for segmentation:
- Status
- Scenarios
- Segments
- Identifier
- Subscriptions
- Default fields
- Custom fields
- Raw requests
- Behavioral in each channel (Email, SMS, Push, Telegram, WhatsApp or a custom channel)
- Browser
- UTM
- Loyalty
- Relations
- Orders
- Forms
Below, you will see some examples showing how to segment subscribers in the Altcraft Platform.
Segmentation by age allows you to select, for instance, those subscribers who are likely to use a student bank card — 18-23-year-old subscribers.
Let's suppose that you want to make an email newsletter to inform subscribers about the new arrival of women's clothing in your online store. Here your target audience is young women from 20 years old. You can add these subscribers by adding a selection by gender and age.
This segmentation allows you to reactivate sleeping customers. In the example below, we select those subscribers who have not opened emails and push messages for 30 days.
Audience segmentation allows you to create more personalized newsletters and, as a result, simplify lead cultivation process. In the Altcraft Platform, you can create dynamic and static segments in a few clicks: just select databases and set entry conditions.