Digital Marketing Aspects: Segmentation In A Nutshell

If the customer subscribed to your newsletter, it does not necessarily mean that he or she experiences the buzz when reading it. Many businesses, unfortunately, do not take into account the fact that the needs and interests of their customers can vary greatly. Imagine you are selling sports clothes and want to convey information about new products to its customers. Whether your male audience is interested in a brand-new line of women’s sports clothing? Do teenagers want to know more about products for kids?

Segmentation is the process of dividing the audience into groups according to particular parameters. A list of addresses of your subscribers can be segmented by different groups: it all depends on the characteristics of the distribution. The basic information necessary for the separation of the audience is collected during subscription, however, some data (such as the frequency of reading the letters) is constantly updated. As practised at HTP, a digital marketing agency Manchester boasting over 20+ successful top league promotion projects, before collecting information expert figures out the data needed carefully, leaving the most essential questions only. Remember that too detailed segmentation demands extra work and not always pays off.

When it comes to providing any personal information, the client is typically limited to e-mail address and name (or nickname, if the questionnaire is offered to be filled in). And no quality certificates will convince a customer to share more data, even if you are running a big brand and boast fine reputation. So this is what digital marketing Manchester specialists do to retrieve the info:

  • Show the customer what are you going to send. You need to get the idea out: a short and catchy piece of content should be followed by a subscription offer.
  • Show user their benefit of a subscription. Few would like to share their birth date, though if you bribe them with a special discounts or gift the odds to succeed are pretty good.

The Role Of Personalisation In Digital Marketing

Apart from segmentation, a solid promoter is highly likely to take advantage of personalisation methods in email marketing. The fact that the letters sent to the user with indication of recipient’s name offer prospects of higher conversion has become obvious. However, personalisation features are not limited to appealing by name: the business may congratulate a customer on some event, make a customized proposal basing on the website activity/preferences of the user; carry out an automatic analysis of user’s interests and the reference to it in accordance with the current needs.

This helps not only to satisfy particular interests of the client, but also find workarounds to expand the market without losing the trust of the audience. For example, if a group of customers purchases item A and orders product B, you may want to offer all A item buyers a B product. Of course, this approach poses some risk: if a lot of people get letters irrelevant to their interests, it will reduce the chance that they will read the next newsletter.

The precedents for purchasing two different items at once may vary, though the relationship between them should be apparent. And yet, even this does not give any assurance that the person who buys the coffee maker, wants to know about a new variety of coffee custard. This way or the other, if you are looking forward to make the most of personalisation and segmentation, get in touch with specialists.

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