Get started with email segmentation

1. Decide on your segmentation objectives, key performance indicators, and goals.

Who are your customers? How can you segment them? What are their motivations, fears and intents? What steps do your customers need to take to give you money?

2. Collect segment data using surveys, signup forms, and customer onsite behavior.

Apply one-click segmentation by sending a one-question survey to your customers to better understand what value each person wants to get from you. Then sort your customers into segments using their answers. Ask for interests when your customers first sign up. Use different offers for different forms to distinguish different motivations, interests, and intentions.

3. Choose the best email marketing tool for your segmentation and personalization needs.

For example, Mailchimp, Vero, and GetResponse are popular choices.

4. Group your subscribers by interests, favorites, level of expertise, or membership tier.

Decide how you want to engage your subscribers, and create segments that support personalized engagement.

5. Pick relationship and behavioral qualities that you want to use to segment your subscribers.

For example, the most active subscribers on your list, subscribers who live in a certain location, and customers who spend more than $500 in your e-commerce store. Mailchimp allows you to choose a single condition, or up to five positive and negative relationships, per campaign. Or Mailchimp Pro users can access more complex, nested segments that include more than five conditions.

6. Create segments in MailChimp by navigating to Lists > Manage Subscribers > Segments > Create Segment.

Choose your conditions (positive or negative relationships) from the drop-down lists for the segment. Confirm your conditions are correct, including matching all vs. any, and save your segment.

7. Use Mailchimp's Discover Similar Subscribers, automations, and subscriber data features to match subscribers to your segments.

Once you create a segment, use the Discover Similar Subscribers feature to find people who are similar to the subscribers in it. Automatically create segments based on automation behavior and activity. Send an email asking unengaged subscribers who were added to your list after a certain date to update their profile information. Use this information to add the subscribers to segments.

8. Create segments in Vero by navigating to Segments > New Segment.

Add your conditions and save the segment. For example, segment people who have not opened any emails in the last 30 days, but have visited the site two or more times in that same timeframe. Use nesting and syntax, onboarding campaigns, event tracking, and identification features to create useful segments.

9. Create segments in GetResponse by navigating to Contacts > Search, selecting Advanced search and entering your conditions.

Save your search. When creating your next newsletter or autoresponder, choose to include or exclude your saved segment. For example, segment people in the campaign who: are not receiving autoresponders, don’t live in Canada and have opened an email in the last two weeks. Use suppression lists to prevent certain contacts from receiving newsletters or autoresponder follow-up messages. For example, you can choose to mask all emails from a specific domain, a specific username on any domain, a specific email service provider, a specific email address, and an email in MD5 format.