User Segments in Email Marketing

You will begin this session by understanding user segments. In order to make your email campaigns more effective, you will need to segment the users in your subscriber list and send out emails that are relevant to them. Let’s hear from Madhura on how you can segment your audience.

As explained by Madhura, you can segment your users in the following ways:

Action-based segmentation:

Users can be segmented based on their actions related to the emails. These actions can be of two types:

a)    On the email,which are actions including opening the email, clicking on the links, ignoring the email, replying to emails or even deleting the email.

b)    Off the email, which are actions perform off the email such as the date a user subscribed to the mailing list, campaigns that a user has been a part of, etc.

Demographic-based segmentation:

Users can also be segmented according to their demographics such as age, sex, location, language, etc. However, it is important to note that this information has to be divulged by the user in the email list. If the mailing list only contains email addresses, this type of segmentation will not work.

Remarketing:

Users can also be targeted through remarketing. This means that users can be segmented based on their interaction with the brand. This includes users who abandoned a cart on an e-commerce website, users who have commented on a brand’s blog post, etc.