How to Use Segmentation for Your Email Campaigns Optimization


How many unread marketing emails do you have in your spam folder? According to the Data & Marketing Association (DMA), just 13% of individuals believe that more than half of the emails they get are relevant. Despite this (very depressing) number, email marketing remains an efficient medium for nurturing leads and increasing conversions, with one of the greatest returns on investment—$36 for every dollar invested. It's no surprise that email newsletters are the most popular method of content marketing for 81 percent of B2B marketers.

But how can you ensure that your email communications do not go unnoticed?

Why Segmentation is Effective

In a world where technology continues to affect practically every area of our personal and professional lives, customers have grown to demand tailored information that is relevant to their likes and requirements. Segmenting your contact list to target groups of customers - at key points of the customer journey - allows you to send content that caters to each group's distinct triggers. Thus, prompting them to make a purchase or complete the required action.

How to Use Segmentation

The complexities of audience data and information may provide apparently limitless opportunities for segmentation, leaving many small company owners feeling overwhelmed and unsure of where to begin. What is our recommendation? Maintain a straightforward approach.

The forms of segmentation you prioritize will depend on the industry, products and services you provide, and current company goals. Begin with the fundamentals, such as demographics, the consumer journey, interests, geography, behavior and engagement.


Marketers most commonly employ this form of segmentation. Demographics such as age, income, gender, education and job may all be utilized to segment your subscriber list.

Cart Abandonment Flows

Are you sick of seeing abandoned carts at your online store? You're not by yourself. By 2022, about 80% of online shopping carts would have been abandoned. Re-engaging these visitors with a brief, targeted email can help you recoup one-third of these otherwise lost transactions.

Interests and Requirements

When was the last time a brand inquired about your preferences and values? Surveys and quizzes are powerful tools for acquiring psychographic information about your consumers - allowing you to use customized content based on their preferences, pain spots, motivations and triggers.


In email marketing, location-based segmentation is a frequent method. This is especially true for organizations that base purchase choices on location. Geographical data may be used to convey information about location-based events, special discounts from local merchants, or material in the subscribers' time zone.

Buyer Attitudes

Tracking customer activity on your website may help you advance segmentation and personalization. Using behavioral data such as previous purchases, average spending, and other purchasing patterns, allows you to generate dynamic content that is personalized to your customers' preferences. Recommending the best accessories for someone's new look, setting up email reminders for products that customers purchase on a regular basis, or giving discount vouchers to shoppers who only buy on the sale rack; these are ways to encourage customers to continue purchasing from you.

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