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The idea of personalization is that a brand can combine technology and expertise to create a hyper-relevant experience for each client. The right content, at the right time, to the right person can maximize participation and ROI. However, to achieve the personalization, a brand must have systematically client assessment, knowing what is important for the customer, and then altering the customer's experience accordingly. Customizing the content for each individual client means that tools to subdivide his public into kindred-minded groups and then serve them with a relevant and impactful experience. In other words, the segmentation is needed.

A proper segmentation increases sales and levels of commitment and customer loyalty. For example, if a geographic area is about to experience a storm for a week, would it not make sense to offer its customers in the affected area discounts on umbrellas, rain jackets and other items to keep them dry? Targeting your customers according to their preferences can help with the engagement and provide a better understanding of their needs in their everyday lives.

Segmentation helps attract customers on a personal level and makes the customer feel "special." On the client level, if a company knows our interests and idiosyncrasies, we are much more likely to be receptive to their messages. Brands have to observe customers behavior and send less emails about a one topic, if a client does not respond positively to previous emails, defining a plan consistent with previously made segmentation and continually feedback tools for this purpose. From the customer's perspective, it's like having a digital friend who always wants to talk about the things that we like.

Conducting a proper segmentation means that brands send fewer - but more relevant - emails, perform actions that are more likely to be of interest to the customers by increasing the value of their efforts while decreasing the churn level or move newsletters to the spam folder.

The figures indicate that actions correctly segmented increase 39 percent readings of newsletters, decrease 28 percent the rate of unsubscriptions and increase 24 percent experienced improved response, increasing sales opportunities and higher incomes as a result.

On the other hand, research by Hubspot indicates that a targeted and segmented action can nourish emails which increase eight percent click through rate compared to the general emails, generating only three percent click-through rate. In simple terms, segmentation equals more activity.

Jupiter Research statistics reveled that segmented emailing actions generate 18 times more revenue than mass emails.

In general, the benefits of segmentation are obvious. IT helps marketing departments to achieve efficient actions for their clients adding value and loyalty and visits. Segmentation is an essential mean for marketing departments.

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