Marketers must review their marketing strategies if they are communicating or sending the campaigns to those who are truly interested.

If marketing is done without looking at this issue, what you invest in may not produce the desired results. Therefore, identifying the target group correctly is very important because communicating with those who are interested or who have the opportunity to become customers will yield better results than mass communication.

One technique that helps your marketing to be on point and get better results is to use Segmentation to identify the target group accurately.

In this article, we will take you to understand Segmentation and how to use it to achieve maximum efficiency in communicating with the customers, as well as tell you the techniques for creating and using Segments at Taximail.

What is Segmentation?

Segmentation is the process of dividing your customer base into subgroups based on demographics, characteristics, behaviors, or specific information, so that you can send messages that best meet the needs of each customer group.

What are the benefits of using Segmentation?

• Increase accuracy by target group – You can send emails or messages that are relevant and match your customers’ interests.
• Increase engagement – ​​Customers tend to be interested in content that is relevant to them, which can increase the open and click rates.
• Reduce the unsubscribe rate – Sending targeted messages reduces customer annoyance.
• Increase sales opportunities (Conversion Rate) – When customers receive content that matches their interests or offers, they are more likely to buy products.

The first important thing to segment your customers is that you need customer information. You  obtain from requesting information to register, distributing discount codes, organizing events, customer participation behavior, etc. The data that can be used for segmentation comes in many forms and can be used for different purposes.

Types of Segmentation and Applications

1. Segmentation by demographics, such as age, gender, occupation, income level, education

Examples of application include a clothing brand sending different promotional emails to male and female customers, or a real estate business can divide customers by age and income range to send appropriate offers.

2. Segmentation by purchasing behavior, such as purchase history, purchase frequency, purchase value

Examples of application include an e-commerce business sending emails recommending products you may be interested in based on customer purchase history, or sending special promotions to customers with high purchase volume or regular customers.

3. Segmentation by interest, such as interests, hobbies, lifestyle

Examples of application include sending fitness promotional emails to those interested in health, or a travel business sending special deal emails based on destinations that customers have searched for or shown interest in.

4. Segmentation by location, such as location, city, country, weather

Examples of use, such as retail businesses or restaurants sending promotions only for branches near customers.

5. Segmentation by level of relationship with the brand, such as new customers, current customers, old customers who have not purchased products for a long time

Examples of use, such as sending offers for new customers or rewards for old customers, including sending emails to stimulate old customers who have not purchased products for a long time by giving special offers or discount codes.

6. Segmentation by participation, such as opening emails, clicking on various links in emails

Examples of use, such as sending emails recommending promotions to those who have opened emails or sending product details emails to those who have clicked on links about the product.

Taximail has a target group segmentation feature (Segment) that allows you to easily segment customers, enabling you to send campaigns that match the interests of customers and increase your sales.

There are techniques for using Segment to accurately identify target groups as follows:

Adding conditions for creating Segments

In the Segment creation process, there will be options for you to add conditions as you specify. You can add more than one condition to create a Segment to get a more specific target group, such as adding conditions such as gender, interests, and location to create a Segment.

Creating Segments from Automatic Participation

Typically, you send out emails and download statistics to see which emails are opened or clicked on, and then add the open or click data to a database to build new lists. This can be a multi-step process that requires manual intervention.

We offer a way to create a segment from automatic engagement. In this method, you need to create an automation. When someone opens or clicks on a link that you specify, those emails will be automatically added to the segment. This saves you from having to create a new list every time. Here’s how:

Create a segment using a condition as a tag

You can create a segment by selecting a condition as a tag and specifying the desired tag name.

Tag emails by creating an Automation flow

You can tag emails using Automation, such as when someone opens an email or when someone clicks a specific link, by setting these conditions as Triggers in Automation.

Set the Action to be tagged by specifying the Tag name as desired.

The automation example is to create a flow that automatically tags the Interest_Product_A email when someone clicks on the Product A link.

Once you have created a Segment and Automation flow and have Enable Automation selected, when someone clicks on your defined link, the email will be tagged and automatically added to the Segment.

Summary

Email segmentation is very useful for marketers because it allows them to clearly identify their target audience and communicate with those who are truly interested, eliminating the need for mass marketing.

Using segmentation correctly can help your marketing campaigns be more effective and help you reach your target customers more accurately. Taximail has a segmentation feature that allows you to easily divide your customers into groups. If you want to improve your email and SMS marketing strategies further, Taximail has the tools and features ready for you to use and help you create campaigns that are targeted and increase your sales opportunities.