Why You Should Segment Based on Behavioral Data

As an email marketer, you’re probably segmenting your audiences, but are you segmenting based on behavioral data? If not, you are missing out on lost revenue. And you’re spending more money than you need to with your enterprise ESP.

Behavioral segmentation can help you improve opens and click through open rates (CTORs) as well as enhance the overall customer journey and increase your inbox placement rate. It can lead to additional subscriber engagement and loyalty.

Use your enterprise ESP to go beyond opens and clicks
Behavioral data is data that tells you more. And when you identify which of your subscribers go beyond just opening and clicking, you can take the next step to send that one-to-one email campaign that will have your subscribers thanking you.

How to get started with behavioral segmentation
If you want to see an improvement in your email marketing results, the first step is setting up your advanced segmentation. I know: Time constraints are an issue for all marketers, agencies and companies, but getting started with the simplest of filters can have a significant impact on your results.

To get started, ask yourself the following questions around your marketing KPIs and your customers:

  • What are your objectives?
  • How will you measure success?
  • Who are your customers?
  • What do you want customers to do?
  • What type of customer journey will you set up?
  • What data is needed?

Secondly, look at your data and consider the following:

  • What type of data do you currently have?
  • Can I get my external data sources to talk with my enterprise ESP?
  • Can I personalize my emails according to my chosen segments?

The first step is to get started, no matter how incremental your progress. Remember: Whether you crawl, walk or run, you will be well on your way to driving additional subscriber engagement and loyalty.