Lists & Segments and how to use them in Email Marketing
What is the difference between a list and its segmentation.
What you will learn
Learn the difference between sections and lists, which are two tools you can use to keep track of your subscribers and contacts. Segmentation is one of the most important aspects of your account. Not only can you get extremely analytical with your data, but segmentation is done quickly, allowing you to use it directly in your data-driven marketing. Therefore, it's important to understand the difference between segments and lists.
What is the segmentation of a list?
Unlike a traditional subscriber list, its segments are defined by a set of conditions. For example, a segment could include everyone who bought at least once, visited your site last week and browsed a particular category, or opened a particular email. Segments are dynamic, updated daily and fluctuate based on customer behavior. They are typically used in three ways:
- To send targeted campaigns
Instead of sending a campaign to your entire newsletter list, you can use a section of your newsletter list to send more relevant content.For example, you can contact everyone on your newsletter list who has shown interest in the last 30 days on the list for a specific product/service category. - To enable automated emails
If you want to trigger an automated email process every time someone meets a set of conditions for the first time (e.g. they have made exactly one purchase), you can use a segment as a trigger for a batch process. - For analysis
Since the sections are automatically updated in real time, they provide an easy way to see what's happening with your audience. E.g. you can instantly see what percentage of your repeat customers or what percentage of customers placed at least 3 orders with a total purchase amount of more than 200 euros. This way you will always be sure to have your most important customers close to you.
For example, you can immediately see what percentage of your repeat customers are repeat customers or what percentage of customers placed at least 3 orders with a total purchase amount of more than 200 euros. This way you will always be sure to have your most important customers close to you.
What is the list?
Unlike dynamic segments, lists are static. They contain anyone who has subscribed to the list and will only grow or shrink when a new user subscribes or an existing user is removed. As a general best practice, we recommend having a single master list (e.g. a newsletter list) that contains all of your active profiles that have consented to receive marketing communications.
Lists Vs Departments
- Lists are a collection of email addresses of people who are grouped together and either added manually (make sure you have a verifiable association with the email owner) or subscribed via a pop-up or static form in your websiet.
- Segments are defined by a set of conditions, as explained above, rather than a fixed list of people - a segment will increase as new people qualify and decrease as people no longer qualify
Lists are used to develop an audience that you can then keep in touch with through automated feeds and campaigns.
The segments can be used to assist in a variety of additional marketing efforts:
- List cleaning
For example, people who have received but not opened your last 20 emails should be separated from the main list you are sending to. Continuing to send emails everywhere can only do damage. - cross sell
Create a segment of people who have bought a particular product but have not bought one or more related products. E.g. someone bought the new iPhone but has not purchased any related accessories. - Marketing
Create a section of people who have never purchased from a particular category or have not visited certain pages on your site. Give them extra incentives to make them customers. - Loyalty programmes
Create a segment of people who have spent above a certain threshold. Reward them and treat them accordingly as they are your most important customers and under no circumstances should you lose them.
Segments, unlike lists, will automatically refresh from all subscriber profiles in your account based on the conditions you set - this is why it's important to limit your segments to a specific list (such as your newsletter list) if you're going to send them a campaign email. Otherwise, segments will be drawn from everyone in your account, including people who haven't necessarily opted in to receive marketing emails from you.
Similarly, because the segments are dynamic and based on predetermined conditions, contacts will only be added to a segment when they match the conditions of the segment. Therefore, you cannot manually add subscribers to a section, but you can do this for a list.
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