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Segment, Segment, Segment

There is a great product, with a sale that suits the spirit of the season and the season, and the decision was made to send a newsletter to customers. There is a mailing list, and there is an idea of ​​who they are or who the customers on the list are. That is about. That means you have the age range of the average customer, and you know if they are men or women. This? What else do you need to know about them and why is it important?

Answers to these questions are crucial to the success of your mailing, even for the same product. Even in the same age and gender group there are other parameters that may cause your message to change. Are they singles or parents? Do you have information about the socioeconomic status of potential customers? Such information will help you know whether to emphasize the quality of the product or the payment schedule when contacting the customer.

If your customers are a complete puzzle for you, and you have a database of undiagnosed email addresses, do not worry. There are other ways to segment and improve as you go:

Do you have a Facebook page? Peek inside
Studies show that there is exactly 15 seconds to get the customer's attention, so you need to know as much as possible what motivates him or her to purchase, and adjust the message accurately. How do you do that? One option is through your business' Facebook page. Selecting the insights tab followed by People will display an overview of your fans, by age groups. Are there different mailing formulas that will motivate each of the audience groups to action?

Segmentation by Frequency of Purchases
Do you have customers who purchased once? Do you have VIP customers? Do you have customers who bought a lot and disappeared? Maybe these are the famous "cart dropers" at all? Is the cause of the disappearance known? An answer to each of these questions can produce a completely different mailing, even if the product or incentive to purchase does not change. The very segmentation of the benefit benefit for returning customers or a reminder for missing customers can make the difference in the customer's willingness to open the mailing and be drawn into the world of content.

Segmentation by Key Question
The moment a customer signs up for mail is the "golden second". What is the most important question to ask? What is the information that "cracks" your access to or to you? it's time. The customer has a willingness to fill in details, and it is worth using it to get more information. Note: Do not overdo the questions and try not to intrude on privacy so as not to generate antagonism and reluctance.

Segmentation by area of residence
Even if your product reaches all parts of the country, the customer's area of residence may indicate the nature of future purchases. Is this a seat with private homes? Is this an urban environment known to be crowded? Is your product suitable for this customer and not for another? And maybe you have two different products that might suit each of them?

Segmentation by Important Dates
Birthdays, anniversaries and holidays when buying gifts are important dates. Segmentation by these dates may lead to purchases. For example, gathering information about a man's purchase at a women's jewelry store, and understanding the purpose for which the jewelry was purchased can lead to another purchase next year, and create a loyal customer.

Segmentation in Pulses
Segmentation according to existing data
So how do we separate our audiences?
After we send in the system, we are accepted Data of sending, opening unique emails and more. Clicking on this data will allow us to associate the surfers who opened the emails with a special group.
How to do it?
Click on Reports> E-Mail> and then click, for example, on the number of unique openings or unique clicks Then we have the option to add this audience to any group we started in advance.

Segmentation from now on
When we create newsletters with multiple links to multiple products or services and we want to sort the Audience readers who liked the products, we can do it using triggers.

So how do we do it?

1. Create a link to the button:

2. Click Add Triggers

3. Add the recipient to the group:

And to sum up: when we separate our audiences, and distinguish between a warm and a cold audience, between buyers who love football and football products and buyers who love basketball and basketball products, between an audience looking for plays for children and an audience looking for lectures for adults - we gain the opportunity to appeal more accurately, And as a result more profitable.

Do you have more questions about segmentation? Our experts are waiting for you!
Contact us by chat, email: support@pulseem.com or by phone: 03-5240290 and we will be happy to be at your service.

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