Segmen ta tion Guide - SendGrid

of your users the same actually does more damage than good, both to your engagement and to your reputation. ... maximize email delivery and engagement: ... on your product or service, it may make sense to ask new users for their title and ...
859KB Sizes 1 Downloads 98 Views
Segmentation Guide |

The Essential SendGrid Email

Contents 2 3 4 5 5

Segmenting Your Recipients Type of Customer or User Demographics Recent Activities Email Engagement

The Essential SendGrid Email Segmentation Guide

Segmenting Your Recipients Whether you send marketing email like newsletters, email promotions, coupons, and special offers, or transactional email such as purchase receipts, notifications, or order confirmations, treating all of your users the same actually does more damage than good, both to your engagement and to your reputation. Segmenting your email streams and recipient lists so messages are relevant and valuable is a practice every email manager needs to master. The trick is to use the metrics and analytics SendGrid provides to fine-tune your messages and deliver messages that will motivate readers to take action. SendGrid users can segment their customers in any manner they wish, and with the ability to create up to sixty custom fields in your messages and then segment by those fields, the options are limitless. Generally, we advise people to think about larger differentiating factors, including:

>

Activity - How often are your recipients logging in, buying, or using your product or service?



>

Demographics - Who are your recipients, how are they different, and how are they interacting with your email?



>

Engagement - Who is opening all, just some, or hardly any of your email?



>

Email Types - What types of email are coming from you (e.g. transactional or marketing)?

We’ve compiled some essential examples below of how you can better target customers and maximize email delivery and engagement:

>

Contents

| 2

The Essential SendGrid Email Segmentation Guide

Type of Customer or User NEW USER OR BUYER Start your new users or first-time buyers off right by focusing your messages on subjects and actions that will extend their relationship with you. Your goal as an email program manager is to drive value and ensure recipients are interested in your communications. FREQUENT USER OR BUYER Make sure you’re separating email recipients who are actively using your site or purchasing your products. These recipients are much more likely to open your messages and take further actions. Consider these users to be your VIP recipients--make sure you treat them that way by extending them special offers and discounts and surveying them to get a better understanding of how to improve your program. FREE TRIAL SUBSCRIBER For companies that offer free trials, the next step for these leads is to drive them to convert. Your communications with these customers should be about how they can get started with your product, and should always be thoughtful and helpful.

Fuel Your Email Strategy – We encourage our users to try to send the right message, to the right person, at the right time, with the right frequency, and segmenting your list helps you achieve that. For more email marketing tips, read our SlideShare: Email Marketing 101: Strategy.

INACTIVES People who were once involved with your brand, but have stopped interacting with it or your communications should always be separated. Re-engagement and win-back campaigns are targeted at these users. If inactive recipients haven’t opened or clicked on links in your messages in a few months, it may be a good idea to remove them from your list completely so they don’t end up flagging you as spam. NON-CONVERTERS Free trial users don’t always turn into paying customers. Make sure you’re getting as much from them as possible by reaching out with a feedback survey or other communications to learn what you can improve upon in the future.

>

Contents

| 3

The Essential SendGrid Email Segmentation Guide

Demographics LOCATIO