In order to stay relevant in today’s supercompetitive marketplace, brands need to become more customer-centric and deliver more personalized experiences. Forbes correctly predicts that 71% of customers feel frustrated when an experience is impersonal. While personalization has been a trend for over a decade now, templatized email marketing has evolved into dynamic and customized experiences, in the blink of an eye.
To that end, segmentation is the act of separating email lists based on personalized preferences. Email lists can help you make your customers feel as exclusive as they are! In addition, sorted email lists can also be the key to successful email campaigns.
“A small list that wants exactly what you're offering is better than a bigger list that isn't committed.” – Ramsay Leimenstoll
The CDP Plus segmentation functionality allows you to select specific subscribers with similar characteristics to create static or dynamic campaign lists within the Zeta Marketing Platform. With segmentation, you can keep off those subscribers from your list who do not even open your emails. Furthermore, this functionality gives you the opportunity to deliver highly relevant marketing messages to these specifically defined customer segments. Let’s quickly get to know segmentation better:
For the starters, let’s make a basic segment that will include just us.
1. From the menu on the left, select Audiences > Segments & Lists. Click on Create New.
2. Select Segment as the Type and click on Next.
3. On the landing page, click on Add Filter and select Properties.
From the Select Property drop-down list, select the desired filter type (eg. city, country).
In the subsequent field, choose the equals operator.
In the last field, choose a specific city, country or address from the drop-down list, depending on the filter type you’ve selected in the first field.
4. Click on Calculate people from the top-right corner of the page to check how many users meet the criteria set by you.
This option enables our dynamic real-time segment updates.
The option to enable continuous updates is not relevant for this guide.
5. Once you’ve calculated the people in your selected segment, Save your segment.
There you go, where you wanted to be at the start of this guide! You have successfully created a basic segment in ZetaHub. You can further explore through the other available filter properties and elements to be able to create highly targeted segments.
It’s better to add five engaged subscribers than 95 unengaged ones. As more and more marketers are recognizing the value of a quality email list, you are already one step ahead of the others.
Now that you have created the segment of your choice, let’s move on to How to Create Email Content.