What is Audience Segmentation?

Although it can be more convenient and time-effective to broadcast a uniform message to all your subscribers at once, by trying to include something that pleases everyone you will end up pleasing no one. When someone feels a message was written just for them (it is personalized and it fully reflects their interests), they’re more likely to be receptive to it.

Organizing contacts in smaller groups with similar characteristics has a series of benefits. It enables you to:

• Define your target audiences and profile them according to specific traits
• Create messages and content that resonates with your audience’s specific interests
• Address particular needs, which leads to better engagement and conversions
• Consolidate relationships and drive loyalty
• Accelerate shopping journeys by bringing in leads

Depending on your goals and business model, customers or subscribers can be segmented based on demographic or psychographic criteria, based on behavior, sales funnel positioning, and even technical or practical aspects.

Demographics

One of the most frequent and the easiest method of segmentation consists of segregating audiences based on gender, age, location, job type, income or education level, etc.

If you’re selling clothing globally, for example, is more effective to send to all your female subscribers living in the Northern hemisphere a newsletter featuring women’s bathing suits in the month of May and simultaneously to all your male subscribers living in the Southern hemisphere men’s winter jackets then sending out a campaign mixing the two or leaving one segment out.

Behaviour

This strategy looks into what people buy, how often they make a purchase, and why they buy specific products or services. Behavioral segmentation allows you to address customers with similar pain points and, therefore, maximize your conversions. For example, regular shoppers are more likely to react to campaigns announcing new products or items back in stock than those who make a purchase once in a while, who might be more incentivized by discounts.

Sales funnel positioning

This method implies crafting your messages based on where your customers are in their buyer’s journey (awareness, consideration, decision stage, etc.).

Someone who has just started their journey has just become aware they have an issue to solve, therefore needs solutions. Someone ready to make a decision, however, already knows what they want to buy, so instead, they may be more interested in getting answers to their questions.

Enjoy a code-free and super-easy way to segment your audience and combine multiple rules to narrow down your targeting to specific contacts. Create as many segments as you like and organize your contacts with custom fields and tags to break down your audience into groups of people with shared interests and traits and deliver relevant messages.