With so many ways to acquire contacts at different points in the sales funnel, the conclusion is obvious: it is not viable to use the same content to engage with the entire mailing list .
At this point, it is important to say that, for a mailing to bring results, it is essential that the public interacts with the content . In other words, people need to open the emails and react to what is written in them, so what makes this possible is precisely segmentation .
There are several effective types of segmentation that help create increasingly optimized and selective lists, with a high potential for accurate communication with each contact.
It is important to view segmentation as a minimum apparel company database requirement of interest or compatibility with the company and content that will be sent in these email marketing strategies.
Below, understand the essential parameters to consider when developing a mailing list capable of generating engagement with contacts!
Demographic
This is perhaps the most traditional segmentation, but it is still very powerful. With information about the region, age, profession and marital status of potential customers, it is possible to create a relevant segmentation . This is the starting point for getting the most out of your email sending.
If an online cosmetics store wants to offer free shipping to a certain region of the country, for example, it can send a specific campaign to contacts that match its strategy.
Demographic segmentation also helps to understand who the customer is , where they are, what they do and what their purchasing power is, for example. From this, developing marketing campaigns and consumption incentive actions becomes easier and, most importantly, ensures greater precision in terms of good results.
Purchase history
Another traditional and very effective segmentation is that which considers the purchases that the customer has already made and suggests a new acquisition, or even an experience that complements the product or service sold. In these cases, mailing can be used to:
stimulate after-sales relationships ;
question satisfaction;
provide additional information so that the customer is successful with the product or service purchased.