What is Engagement-Based Segmentation?
Engagement-based segmentation is a strategy in
email marketing where subscribers are divided into groups based on their interactions with your emails. This allows marketers to tailor their messaging to different levels of engagement, optimizing the relevance of their campaigns.
It increases
open rates and
click-through rates by targeting active subscribers with relevant content.
It helps identify disengaged subscribers who may need re-engagement strategies or could be removed from the list to improve overall
deliverability.
It provides insights into subscriber behavior, allowing more personalized and effective communication.
Open Rate: Divide subscribers based on how frequently they open your emails.
Click Rate: Segment by the frequency of clicks within your emails.
Activity Recency: Group subscribers by their last engagement date.
Purchase History: Segment based on past purchases if your emails are linked to an e-commerce platform.
Best Practices for Engagement-Based Segmentation
To maximize the effectiveness of your engagement-based segmentation, consider the following best practices: Regularly Update Segments: Engagement levels change over time, so update your segments regularly to maintain accuracy.
Personalize Content: Use the data from your segments to personalize email content, making it more relevant to each group.
Test and Optimize: Continuously test different strategies and optimize based on performance metrics.
Re-engagement Campaigns: Run special campaigns aimed at reactivating inactive subscribers with exclusive offers or content.
Surveys: Send surveys to understand why subscribers have become inactive and adjust your strategy accordingly.
Segmentation and Personalization: Use segmentation to send more personalized and relevant content to re-engage dormant users.