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Segmenting Email Marketing Automation Database Targets for Success

April 7, 2017 / 4 minute read / By Michele Salerno

Easy ways to segment your audiences and create more personalized emails

Kicking off a new email marketing campaign with a new list is exciting, but the first message is often the riskiest. Sending the wrong email can make customers hit “unsubscribe” faster than you can say “marketing automation.”

Here’s the secret: tread carefully.

If you followed our email list-building tips, you have some insights about your targets. But for those of you who don’t have at least six months of data, you’re shooting in the air.

Don’t try to segment too soon – people can sense generic email blasts from a mile away.

So, how do you make a great first impression?

Offer a sweet welcome gift. A $5 coupon, free shipping, or something relevant to your brand will show you appreciate them joining the community. Most people won’t ignore discounts, even if they don’t use them right away.

The good news? This first email is your data pool. Every click, open rate, and purchase tells you more about your customers. Then, you can segment like a pro, crafting targeted campaigns that resonate with your customers’ unique interests and needs.

Remember, start with a warm welcome and let the data guide your segmentation journey. Your customers will thank you for it, and your marketing efforts will soar!

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Best Practices to Ensure Every Customer Gets the Right Email:

Segmenting your customers effectively isn’t about making guesses, it’s about understanding their unique needs. Using raw demographic data alone can be a blurry mirror, leading to off-target messages and frustrated customers.

To help address that, think of your customers as unique individuals with evolving needs and preferences. The key to unlocking powerful segmentation lies in understanding their behaviors.

Pro Tip:

Integrate your marketing automation with your POS and eCommerce platform. Now, you’re not just tracking email clicks, but website journeys, product views, and even in-store purchases. This deeper understanding paints a rich picture of each customer, revealing their true interests and needs.

Here’s how tracking consumer behaviors can help you segment your audience better and send more personalized emails:

Every click, scroll, and purchase tells a story.
Your marketing automation software gathers valuable data, but it’s not enough. Integrate it with your retail platform! See what customers do after receiving an email – what they view, how long they engage, and if they buy. This paints a clearer picture than any demographic label.
Behavior triggers are your secret weapons.
Did someone abandon a cart? Send a friendly reminder. Bought a new dress? Ask for a review. Every action can trigger personalized messages that resonate deeply and drive engagement.
Track how behaviors shift over time.
People change, and so should your segmentation. A customer who used to buy sports gear might suddenly be interested in baby clothes – adapt your messaging accordingly.

Continuous monitoring is key. The more you understand your customers’ actions, the more effective your communication becomes.

Remember, segmentation isn’t about building different lists of your customers. It’s about meeting their unique needs and preferences with laser-focused messaging.

By embracing behaviors over assumptions, you can unlock a world of personalized marketing, turning customers into loyal fans, one click at a time.

Ready to Tap into the Power of Audience Segmentation and Email Marketing?

At Celerant, we understand the power of integrated retail solutions.Our all-in-one SaaS-based Retail POS System goes beyond a mere POS, featuring a robust email marketing module that works seamlessly with your sales data.

Take advantage of:

Automated email marketing
Our email marketing suite is designed to do most of the heavy lifting for you. Automate personalized triggers like abandoned cart reminders, purchase follow-ups, and welcome messages. Your customers feel valued at every step, while you focus on growing your business.
Data insights
Our advanced analytics dashboard reveals what’s working and what’s not for your emails. Track open rates, click-throughs, and conversions to optimize your campaigns and watch your sales increase.
Pre-built email templates
Celerant’s drag-and-drop email builder makes crafting beautiful, targeted emails a breeze. Choose from pre-designed templates, personalize with images and text, and schedule your campaigns in a few clicks.