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How to send relevant emails? Thanks to segmentation!

The mailing list should no longer be conceived as an indistinct set of email addresses, but as a composite system, layered inside, constantly evolving.

The Email Marketing has evolved, as well as the approach has evolved mailing list , no longer regarded as a fuzzy set of email addresses, but as a composite system, laminated on the inside, constantly evolving.

More than mailing lists, we should speak of segments lists, that is, sets of clusters of recipients united by characteristics, interests and needs.

You will have understood it, we are talking about segmentation, an activity that has explored in depth in the e-mail “The segmentation of emails”, a path between mindset, tools and activities to send relevant emails to everyone.

So here’s what you should know to better organize your data.

4 steps to organize the data

We are constantly talking about data, but where to start to make them bear fruit? Let’s see the four phases to manage the rationalization and information gathering activity.

1) Mapping

To understand what data we need to collect, we need to know what information we already have. With the analysis of the database we will understand what data has already been collected, the quantity, the quality, if it is updated or obsolete data.

2) Strategy

We then move on to identifying the profiles of the customers to whom we want to address: it is the recipient models that will guide the data collection and subsequent segmentation.

3) Collection

You then enter the field of profiling, that is, the creation of profiles of recipients. To request data from people, creativity and sensitivity on the one hand, and tools and functionality on the other (landing page, preference center and any type of effective lead magnet) are required.

4) Integration

Integration and synchronization between the different systems that store customer data is equally fundamental. Thanks to APIs and connectors, it is possible to create an ecosystem where information can circulate freely.

Segmentation tools

Lists

A list is an independent set of messages, recipients, settings, and statistics. The list allows you to manage a certain type of consignments (for example, the list for loyal customers, the list for the foreign market, the list for events, for transactional communications, etc.).

In this way, a company can create different mailing lists within the same platform.

Groups

The list is in turn a container that can be divided internally into infinite groups, giving the company the opportunity to create different categories of sending: newsletters, promotions, potential customers and any other categorization.

Filters

Thanks to a filter, recipients can be divided into segments, based on a variety of conditions (up to 20, concatenable). There are four types of filter:

  • Master data, which is based on the data saved in the profile of each recipient
  • By activity, which is based on the actions that the recipient has or has not done (his behavior, the digital body language)
  • Geographical, based on where the recipient is located when he opens the email
  • By device, which segments based on the device used by the recipient to open and interact with messages.

Workflow and automatic submissions

Thanks to workflows and automatic submissions, it is possible to create campaigns in a few minutes that trigger themselves and give life to an automatic segmentation of the database, independently identifying the suitable recipient segment.

Here are some examples: welcome emails differentiated according to the recipient’s preferences; emails that forward the latest contents according to the topics of interest of the recipient; campaigns that feed on data from e-commerce; re-engagement emails to contacts who have not opened your emails for a specific period of time; automatic messages (emails or even SMS) sent when conditions such as registration or purchase occur.

Automation on click

Fundamental is also the possibility of sending follow-up emails consistent with the specific link clicked by the recipient. In other words, it is possible to send messages in line with the content towards which that recipient has shown some interest.

This is the click-based automation function, which allows companies to increase the degree of relevance of emails and, consequently, improve opening, click and conversion rates.

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