Target Your Audience

A fundamental principle of marketing has always been breaking up your audience into smaller, manageable groups that are likely to behave in a similar way. Email allows awesome segmentation ability as well as the opportunity to make the most of small audience segments that otherwise might be financially difficult to communicate with.

You should be using every bit of information you have on person to the fullest. Aside from the nuts and bolts; first name, state and other basic data, there are other opportunities to be unearthed by focusing on demographic segmentation.

By tracking click stream activity you have the ability to segment based on what a person does after they click on a link. Web site activity offers an excellent chance for segmentation.

In the course of your email marketing campaign, build strategies for gathering additional data about your email recipients. After gaining trustworthiness, try asking for small pieces of information within your email message. Another option is to create online surveys. This is an excellent way for your recipients to interact with you and allow you to gather more information about the people taking the surveys

Another way to segment is by using email activity. Consider segmenting by email opens, click-throughs or repeated behaviors. Another thought is to include conversion data into your segmentation processes

Once the list has been segmented, you will then have the ability to provide uniquely segmented groups with different content. Variable content will provide greater relevancy and stronger actionable matter to your audience.