Efidem

Contact segmentation

The efidem team

Introduction

Segmentation into emailing or SMS marketing involves dividing your contact lists into smaller groups, and is an essential lever for optimize your email and SMS campaigns.

Visit customer segmentation is an essential strategy for companies wishing to improve the performance of their campaigns. emailing and SMS marketing in manual mode or automated via API. By dividing their contact base into homogeneous groups according to precise criteria, marketers can send personalized messages that are more relevant and therefore more effective.

This approach not only allows us to better understand the needs of each customer segment, but also to increase the number of sales. opening ratethe click-through rate, and in fine the conversion rate.for more effective campaigns. Let's find out why and how to set up effective segmentation, particularly in the context of email or direct mail campaigns. SMS.

What is segmentation in digital marketing?

What is the segmentation strategic? This marketing practice consists of dividing a contact base into several groups according to specific criteria demographic segmentation, purchasing behavior, interaction history, behavioral segmentation, preferences and position in the customer lifecycle.

The objective is simple: send the right message, to the right person, at the right time, and through the right channel (email or SMS). This approach makes it possible to personalize communication, according to one or more segmentation criteria, strengthen customer relations and significantly increase the performance of marketing campaigns.

The main email and SMS marketing segmentation criteria available on Snapshoot

1. Contact demographics

This is the foundation of any segmentation strategy. It brings together simple but powerful data:

      • Age

      • Gender

      • Place of residence (city, region, country)

      • Profession

      • Income level

    For example, an online store could send specific promotions to women aged 25 to 35 living in the Paris region, based on their shopping habits.

    2. Buying behavior for customer segmentation

    Filter by the way your customers buy:

        • Purchasing history

        • Frequency of purchase

        • Average amount spent

        • Favorite products or services

      A loyal customer who orders every month deserves a different offer from a one-off customer. You can also automatically relaunch abandoned baskets or offer products that complement those already purchased (cross-sell / upsell).

      3. Customer commitment

      This involves measuring interaction with your previous communications:

          • Opening emails

          • Click on links

          • Participation in events and webinars

          • SMS responsiveness

          • Interaction on social networks

        An inactive segment can be the subject of a reactivation (for example, an exceptional offer to entice them to return), while a very active segment may receive richer or more exclusive content.

        4. Your recipients' preferences and interests

        It is also possible to create a segmentation based on declared interests or deducted :

            • Favourite themes or product categories

            • Preferred language or tone of communication

            • Preferred communication channels (email vs. SMS)

          This makes it possible to adapt content: a sports enthusiast will not receive the same messages as a cooking enthusiast.

          5. Customer lifecycle

          Tailor your message to the customer maturity in its relationship with your brand:

              • New customers: welcome message, onboarding

              • Regular customers: loyalty offers, new products

              • Inactive customers: personalized reminder

              • Former customers: satisfaction survey or subscription relaunch

            Why does this method boost marketing performance?

            Visit contact list segmentation makes it possible to address much more personalized campaigns, which means :

                • A enriched customer experience

                • A return on investment (ROI) improved

                • Greater ability to test and adjust your campaigns by segment

              How to implement an effective strategy?

              Here are a few best practices to get started :

                  1. Collect the right data at registration or via intelligent forms.

                  1. Use an emailing or SMS marketing tool that makes segmenting easy (like those offered by Efidem).

                  1. Test your A/B campaigns on different segments to optimize your messages.

                  1. Regularly analyze results by segment to refine your strategy.

                  1. Automate certain sequences based on behavior or life cycle (welcome emails, reminders, birthdays, etc.).

                In a nutshell

                Visit marketing segmentation is no longer an option: it is an essential performance lever for any company wishing to succeed in its campaigns. emailing and SMS. Thanks to fine segmentation, you can tailor your message to each profile, generate more engagement, improve your brand image and increase your sales.

                At Efidem, We support our customers in setting up intelligent, personalized campaigns, exploiting the full potential of today's technologies. Contact us to find out more!

                email segmentation
                Exit mobile version