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Why segmentation is essential to your marketing success

When I say "segmentation" in marketing, what comes to you in the mind?

Chances are, you immediately think of email segmentation. Segmenting your emails is essential to improve the engagement and conversion rate of your customers.

Although emails are the most widely discussed type of segmentation, there are countless others. Unfortunately, it is a process that is little used beyond the field of email marketing. Let's take a closer look at the different marketing channels that can (and should) be segmented for better results and why segmentation as a whole is so important.

Segmentation of the email – Where all began

Email is one of the oldest and most used marketing methods, so it's understandable that businesses have collected and analyzed a vast amount of data regarding their subscribers.

These days, the segmentation of your emails – depending on the group of customers, the history of purchases and other actions that your subscribers have or have not made, is a no-brainer . A study by MailChimp and Marketing Charts even looked at the data to determine how much an impact list segmentation was:

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Open to clicks to abuse reports and unsubscribes, rates have been improved for segmented and unsegmented segments. Of course, this should not be a surprise to seasoned marketers – again, having the numbers is better than mere guesswork.

But what about segmentation in other areas – beyond email?

Would not he argue that if you could also segment other parts of your marketing, you would get equally solid results? Let's take a closer look:

What to look for with segmentation

As with mailing list segmentation, the segmentation of your other marketing techniques must be anchored in the data you collect. Do not just browse your analysis reports. Dig deeper and look at the big picture as well as the individual pieces. Chances are, there are some small but highly committed groups that can stand out. Here are some common areas that can stand out:

  • Geography – You can use this demographics for several areas of your marketing. Do more users from a certain country convert to a higher percentage than others? Is the paid traffic from Indonesia converted? Segment your paid traffic and organic traffic to see which markets are outperforming and cut funding to countries that do not convert.
  • Device Type – Many marketers can look at their overall conversion rate without segmenting by device type. Do many more conversions occur on the desktop than on the mobile? This can be a signal that your mobile site needs work.
  • Product Category – E-commerce companies may want to search the data of their first-time buyers. Is there any particular item that they like to order? If you stand out, you may want to use it in your paid marketing to see if these ads outperform others.
  • Type of Registration – SaaS companies often have several ways to convert visitors into prospects: either they register or they ask for a demo. Build a funnel through the course of the buyer – from the first visit to pay – and see if you get more paying customers from listings or purchases. If one wins significantly compared to the other, you may want to make it your only method of registration.
  • Channel Marketing – Think of all the different channels that send you traffic. You paid the channel (and several channels inside it – facebook ads, adwords, etc.), natural search, reference traffic (backlinks), email, social, and more. Fan your site traffic and channel conversions.
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By the way, you can do all this in Kissmetrics.

What else can you do?

The real question is – can we not segment? With the right analytical base, you can divide test, monitor, track and analyze almost anything. Each attribute of a person – what city she visits, what browser she uses, what time she visits, what kind, etc. can be segmented. The key, however, is that you find the key segments that matter to you to avoid paralyzing the analysis.

Beyond e-mail marketing, you can (and should) create segments for your funnels and even your earnings to see which groups engage with which test, to where they want to go. are in the funnel and what they buy.

But when it comes to segmenting these other things, it's easier said than done, is not it?

The good news is that Kissmetrics allows you to segment and analyze almost any data you can collect. There are some Kissmetrics reports that can help you identify key segments of your business.

1. Report on the funnel of conversion

The Funnels Report is used to identify roadblocks that prevent visitors from converting. Part of the power of the report on the funnel is segmentation. In the picture above, we are segmenting through the marketing channel of where the visitor comes from. With this level of segmentation, we will find the main groups of visitors who come down, or who perform well throughout the funnel.

Each table under the funnel displays the actual segmentation. At a glance, you can easily monitor and evaluate performance against your own segmentation criteria.

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2. Cohort report

The cohort report allows you to see how the behavior of the user changes over time. This is particularly useful for seasonal businesses, but can still be used even if you do not focus much on seasonality. See how the behavior of the user changes week after week – including purchases, registrations and other criteria. This gives you an overview of next steps to ensure you target the right segments at the right time with the right offer.

3. Report of Activity

You can consider this as the "segmentation report". You choose an event, then segment it. Then, deepen to better understand what motivates each action.

4. Populations

This feature allows you to identify the KPIs of your business and track their performance over time. For example, if you are a SaaS company, you can see the number of people who logged in last week. E-commerce companies may want to see the number of new buyers last week. Put these criteria, then follow with Populations.

First steps with segmentation

As you can see, the benefits of proper segmentation of your customers do not stop only at email, although this is by far the most widespread and widespread use of the strategy. It may seem tedious to segment as many small groups, but using the right platform and zeroing the right behaviors can make all the difference, and even open up previously unknown profit streams that you can nurture and develop until they become a successful addition to your bottom line.

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Do you use segmentation in your own business beyond email? Share your ideas and successes with us in the comments and let us know how it helped you in your marketing campaigns!

About the Author: Sherice Jacob Helps Business Owners Improve Website Design and Increase Conversion Rates with Convincing Writing, Design user-friendly and intelligent analytical analysis. Learn more about and download today your free copy update and conversion checklist!