1. Segment by Demographics
Filtering by demographics is usually the simplest way to begin designing your first email segmentation strategy, and segmenting by just one demographic identifier can allow you to dramatically increase the personalization of your emails. Demographics refers to characteristics such as:
Andrew Raso explains that demographic information “can tell a lot about a person’s needs or interests.” Here’s a simple example: If you own a clothing company, you definitely want to segment your list by gender. Your male customers won’t exactly go ga-ga over your new summer dress collection.
Here are some other examples:
Send out your new line of swimsuits to customers who live in the south in March; remind customers in the north about clearance coats, gloves, and mittens
Send VIP deals to big spenders, and highlight sales for more price-sensitive customers
Send new spreads of the latest office-wear fashions to white-collar professional workers
2. Segment by Lifestyle
Just because two customers have some demographic information in common does not mean they will respond the same way to your products. Norma and Skylar are both 35-year-old women who own dogs, but Norma is a stay-at-home mother in the Midwest who’s looking for simple and low-cost ways to keep her dog, Fido, healthy and happy. Skylar is a hard-charging attorney in New York who doesn’t mind spoiling her dog, Sassy, and wants to find ways to keep him entertained in her small apartment.
At first glance, Norma and Skylar seem similar, but while Skylar doesn’t bat an eye at spending more on high-end organic dog food for Sassy, Danielle needs to stick to her budget. When you understand your customers’ lifestyles — and their personas — you’ll also understand which of your products and services will be the most relevant to them.
3. Segment by Hobby
What inspires your customers? What do they love to do in their personal time, and how can your products or services help them do that better? Maybe Danielle loves to go camping and hiking with her family. If that’s the case, then she might need a travel vest for Homer that allows him to carry his own water and treats on the trail. Skylar, on the other hand, prefers to take car trips home to see her family in Pennsylvania at least once a month. She wants to make sure Buster is safe and comfortable, and may be interested in a pet hammock seat cover for her car.
Your customers won’t take the initiative to call you and tell you about their passions and hobbies, but it’s still possible to get this information. Raso suggests sending surveys to customers, with the incentive of a giveaway. Another option is devising an entertaining quiz that can funnel useful information to you. Consider all the quizzes you’ve taken or seen on Facebook, and you’ll get the picture.