What are the benefits of segmenting?
Anastasiia Iakymchuk
Last Update 2 months ago
Segmentation helps you divide your contacts into smaller groups based on shared traits or behaviors. This allows you to send messages that are more relevant to your audience, increasing the chances of engagement and improving the effectiveness of your campaigns.
High engagement leads to better deliverability, and better deliverability increases the likelihood that your emails are opened and acted upon.
Improved interaction: Sending relevant messages ensures your contacts are more likely to respond (even opening an email counts as interaction).
Better deliverability: More interaction signals email providers to prioritize your messages.
Avoid low interaction: Sending irrelevant, generic messages reduces engagement, potentially making your emails less likely to reach your audience.
By segmenting, you can improve email opens and clicks, helping you reach your goals faster.
Conditions for segmenting
Marketune provides a condition builder that lets you set rules for segmenting contacts. The builder is available in tools like Advanced Search under "Contacts" and in the "List" section when creating campaigns.
Here are some ways to segment:
1. Tags
Tags organize your contacts internally, showing their history with your business.
Example: Use tags to track which products they’ve purchased or where they were imported from.
You can segment by whether a contact has a specific tag (e.g., "Product 1") or not.
2. Custom fields
Custom fields let you collect detailed information through forms.
Example: A custom field asking about pet types can be used to send dog food promotions only to contacts with dogs. Sending it to cat owners could lead to low interaction.
3. Contact information
Refine your segment by matching fields like Email Address or Creation Date.
Example: Include or exclude contacts based on the exact details they provide.
4. Actions
Segment contacts based on actions they’ve taken, such as clicking a link or being added to a list.
Example: Filter by the specific campaign or link the contact interacted with.
5. Geography
Group contacts by location, such as country, city, or province.
Example: Exclude contacts who live in places you don’t deliver to (e.g., promoting a sale in the U.K. while excluding contacts outside your delivery area).
6. Website and event data
Use website tracking to segment contacts who visited certain pages or based on their device type (desktop, mobile, tablet).
Example: Target users who viewed a product page with a follow-up email.
7. Deal details
Segment by CRM deal status (e.g., "Won").
Example: Group contacts who have completed a purchase to send upsell offers.
When you deliver tailored content, your contacts are more likely to interact with your emails. This not only boosts your results but also ensures that you aren’t wasting time or resources on irrelevant messaging. Start segmenting to make every email count!