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Teenvio
18 Mar 2015
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The best email is personal, not personalized.
They said that email was about to disappear, that the new generations would no longer use it and that they had found in social networks, thanks above all to smartphones and increasingly cheaper data rates, more dynamic and direct means of communication.
[piopialo vcboxed=»1″]They said that email would disappear, today we know that #emailmarketing is more alive than ever[/piopialo]
Nowadays, email marketing remains a fundamental canadian ceo email lists tool in any digital marketing strategy, and we know that for it to remain effective, we have a lot of work to do to optimize the performance of campaigns. Among them, and one of the most important, is segmenting databases .
The best email is one that arrives in a personal way, not to be confused with personalized, with content that matches the tastes of the person who receives it and that also arrives at the right time. To achieve this, the most important thing is to have an updated database, with the maximum possible information and worked to achieve a segmentation as close as possible to the needs of the company. This requires time, work, effort and having a sending platform like teenvio.com that allows carrying out the action of segmenting databases.
[piopialo vcboxed=»1″]The best email is the one that arrives personally, not to be confused with personalized[/piopialo]
How to segment databases?
The answer will depend greatly on the objectives pursued by the company. We can segment databases and group our contacts by different criteria:
Segmenting databases by customer type : in a database included in a CRM or customer manager we can have information based on their activity, or in other words: current customers, prospects and former customers. This segmentation gives us the possibility of choosing and defining what type of message is sent to each group of customers.
The teenvio app allows you to reorder and recreate new customer groups based on how they have interacted with one or more campaigns.
Let's suppose that we are a company that sells music CDs and we launch a campaign with four CDs belonging to four completely different musical genres: heavy metal, pop, flamenco and jazz. Once the campaign is carried out, and thanks to one of the functions of teenvio.com , we will be able to create four new groups with the recipients who have clicked on each of the CDs.
If we carry out this segmentation action in each of the campaigns that fit these product criteria (by musical genre), we will be able to create a database with a profile adjusted to specific tastes based on empirical information. We know that the user has clicked one or more times in a certain place.
Types of database segmentation
Although segmenting a database is a very personal task depending on the objectives we want to achieve, we propose as an example some types of database segmentation that may be useful to you.
Segment databases by sex, age, geographic data or socioeconomic status : thanks to this option we will be able to offer each of the campaign recipients products and services specifically adapted to their needs.
Let's suppose that we are a clinic that offers different health services, including gynecology. It's obvious, but when sending out a campaign where we are informing about a contraceptive treatment, we must have the appropriate mechanisms to send this communication only to women of a certain age range, who are those recipients who are really interested in this service.
Segment databases by device type : this allows us to activate lists in different time slots based on the probability of contact, since we can know which device (computer, tablet or smartphone) the recipient usually uses to open our campaigns.
Effective management of our database goes hand in hand with continuous innovation in which we will have to gradually adapt to the new requirements and needs of our clients, and of course, learn from our own experience and the information that each campaign gives us. To do this, it is vital to analyse the statistics of each email campaign. In this post we highlight the 7 key metrics to take into account in an email marketing campaign .
[piopialo vcboxed=»1″] Effective management of our database goes hand in hand with continuous innovation[/piopialo]
A good segmentation of the databases that we use in our email marketing campaigns is a critical skill that we must have in the company, whose final objective is none other than to give value to the message that is given to the recipients to increase the ROI of the action.
This is why analyzing, organizing and dividing up the contacts in our database will always be a smart investment and a key factor in our business.
