Once you have chosen your email platform and collected some email addresses it’s now time to start segmenting your data.
Users & prospects
Separate prospects and users in your database. A prospect is someone who just gave you their email address but with whom you haven’t done any business yet. You don’t know much yet about those people except they’ve been on your website at a certain date.
These people should receive a different type of email or newsletter, something more generic with links to different parts of your website to help you determine what they’re interested in. Once they’ve clicked on one of your newsletters you will be able to add them to a specific segment.
A user is someone you have more information about. You already know what they’re interested in as you have their browsing history and possibly some more information about them. Now what you need to do is add them to specific categories.
For example if you’re selling furniture online and you know they went to a page about kitchen tables, you will put them in the kitchen category and will be able to move them around its different sub categories: tables, storage units, ovens, etc. This process requires a lot of work but will be extremely rewarding. Also keep in mind that you won’t have that many users at the beginning which will make your task easier.
User engagement
Once you’ve categorised your users it’s time to send them emails that will get their attention. This user was looking for a kitchen table? Send them the best offers you have in this category. Offer them to receive a catalogue. Engage this user as much as you can. If not you will at least have reminded them that you’re around. Think about this user on the long term. Even if they’re now sorted with their furniture needs they will think about you next time they need some more. Why? Because you will keep sending them newsletters regularly.
Type of segmentations
Try to collect as much information as you can about your users. And use this information to send them the most relevant marketing emails. You will already know about their browsing history which will be a good start. Try to get even more information about them: age, gender, location, job title, business activity. You will then be able to test all sorts of segmentations and see which ones work best for you. You will still need to mix it up and send them generic newsletters from time to time to refine their profile.
