Segmentation in a Snap

February 04, 2018
Ed Barret
Key Highlights
The segmented communication program saw open rates increase from 10-21% to 25-33%, and the campaign yielded a 10x increase in participation in program engagement.

As marketers it’s our job to craft compelling and relevant messages that also provide value to our readers. Taking the time to create targeted content leads to happier customers, and it can drive more business. It’s common knowledge in marketing circles, that segmented email campaigns get better open rates and click rates. According to MailChimp, segmented campaigns had 14.31% more “opens” than non-segmented campaigns, and 101% more clicks. Other marketing industry surveys have shown similar results.
Often marketers give in to the theory that email is cheap so why not send everything to everyone and see who responds? For some it’s just easier to ‘spray and pray’ than to take time to segment their contact list; while others may think they lack the technical skills needed to sort through their database and figure out exactly who should get what. Regardless of the reason, this seemingly harmless approach can negatively impact current and future campaigns.

If your contacts feel like you are flooding them with irrelevant emails, they will delete your emails and unsubscribe from your list. That can rapidly eat away at your source list, causing you to lose valuable contacts before you even have a chance to entice with your carefully crafted content.

Who, what, when

Fortunately, the Nexxus Marketing system has taken the drudgery out of segmentation and made it possible for anyone to focus their campaign on the most well-suited contacts with a few clicks.

In the Nexxus Marketing platform, a Segment is a set of rules that is continually compared against the contacts in your Nexxus Marketing database to ensure only a specific subset of people receive a piece of content. Any field, or combination of fields from your contact database can be used to create customized segments by simply selecting a search category (i.e., primary specialty) then refining the criteria (ex: cardiology). Once they are saved, these segments will constantly update as new contacts are added.

For example, if you want to target physicians with a background in oncology who graduated within the past 15 years, or RNs working in pediatric cardiology located only in California and Arkansas, you can use drag and drop functionality in the Nexxus Marketing Segments tool to choose those criteria and save your Segments. Then, any time you want to target these sub populations as part of a Journey or within a campaign, you simply choose that segment.

Many of our customers have seen improved response rates after using segments to refine their campaigns. Using segmentation they have customized their campaigns, ensuring they are delivering only valued content to their audience. Rather than sending out long vague emails that have a little something for everyone, Segments lets them sharpen the message for unique groups of prospects and customers.

For example, one of our customers used data from a survey to tailor newsletters, offers, and notices based on their customers’ preferences, and then used those channels to offer incentives adapted to the unique characteristics of their segments. The segmented communication program saw open rates increase from 10-21% to 25-33%, and the campaign yielded a 10x increase in participation in program engagement.

Timing is everything

Segmentation can also be used to time email campaigns so they arrive at the most opportune time. Whether delivery is based on time zones, seasons, or tied to an event, using segments helps you ensure the right people get the right content through the right channel when they are most likely to respond. We’ve also seen users combine Segments with our Journeys feature to adapt content for different geographies, including an allergy awareness campaign that featured region-specific variations for different segments. Segments also makes it easier for marketers to do A/B testing on various campaigns, and to hone segment characteristics and content based on response rates.

If you are going to put money and effort into building an email campaign, isn’t it worth taking the time to identify which customers will find it most meaningful?

Using Segments to narrow your focus is an easy way to align messages with the needs of targeted groups in your lists. Using this tool shows your audience that you respect their time and understand their needs, and that will translate into better business results.

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