The segmentation in email marketing is the grouping of contacts based on certain conditions. Every contact in your list is different and will most likely reciprocate to a different kind of marketing. You will want to employ different strategies depending on various aspects, such as geography, demography, interests, email engagement, purchase history, and so on.
The idea behind segmentation is to be able to send personalized emails so that they are more relevant and engaging to each of your contacts. The use of segmentation boosts the open and click rates contributing to the overall success of your campaigns.
While quite alluring as a concept, segmentation can actually be a tricky task. Maropost provides a desirable set of functionalities to create, manage, and use segments making it easy for you to implement segmentation.
The Email Segments page is the index page that displays and enables you to manage all the previously-created segments. You can export, duplicate, edit, delete, and refresh a particular segment. The index page also acts as the starting page to create new segments. To access the Email Segments page, in the Navigation, go to AUDIENCE and then select Segments.
Here's a screenshot of the index page:
You can create segments with multiple sets of rules and multiple conditions within each rule. You can also dictate how the rules are to be used to include contacts in the segments. This can be done at the rules-level or condition-level:
- You can decide whether you want to include contacts who fulfill any one or all the rules defined in the segment.
- You can decide whether you want to include contacts who fulfill any one or all the conditions defined in a rule.
✔️Segments fetch only unique contacts.
✔️ By default, segments fetch contacts who are subscribed to at least one list. 'Subscribed' also includes contacts who have soft-bounced for any recently sent email campaigns.
✔️ Contacts that are 'inactive' due to hard bounce, spam complaints, or any other means of being added to the Do Not Mail list are not fetched into the segment.
You can use the segments in email campaigns and journeys. Segments are dynamic in nature pulling up-to-date contacts based on the segment criteria when refreshed. While you can manually refresh a segment, by clicking the Refresh icon, the segments are automatically refreshed when they are being used. For example:
- If used in email campaigns, the segment is refreshed when the emails are sent.
- If used in journeys, the segment is refreshed when the contact passes through the segment.
- The segment is also refreshed when exporting the segments.