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 Explore Audience.
2. Select My Customers > Properties and choose the property(s) of your preference.
3. Once you’ve selected the property’s parameter, click on Save Audience and name the segment as per your choice.
Quick Tip: While adding multiple values, we treat each line as a separate record when copy/pasting, so you can copy straight out of Excel sheets or any list of items.
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.