Audience segmentation to improve the effectiveness of mailings

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Mobile optimization
In a world where over 50% of emails are opened on mobile devices, mobile optimization is becoming a mandatory standard. The email must be responsive to display correctly on screens of any size.

Use simple and flexible design. Avoid complex elements and small fonts that are difficult to read on a smartphone. CTAs should be large enough to be easily clicked, even on a small screen.

Check how your email looks on different devices before sending it. This will help you avoid situations where important information goes beyond the screen or elements overlap. Optimizing for mobile devices improves readability and makes it easier to interact with the email, which ultimately increases click-through rates.

RFM analysis
Using RFM analysis allows you to tailor content to each group. For example, you can offer exclusive discounts to active customers, and reminders and special offers to those who haven’t made purchases in a long time to regain their attention.

Recency shows how long ago a customer made a purchase or interacted with your brand. Frequency reflects how often these actions occurred over a given period. Monetary value indicates the total amount the customer spent. By combining these metrics, you can identify different segments: active buyers, new customers, lost customers, etc.

RFM Analysis. How to Segment Users and What's Important to Know
RFM Analysis. How to Segment Users and What's Important to Know
Segmentation by behavior
Behavioral segmentation focuses on user actions such as page list of italy cell phone number visits, product views, email clicks, and purchases. This approach allows for more targeted and relevant emails. For example, if a user frequently views a certain product category, an email highlighting new products in that category may encourage a purchase.

Behavioural segmentation helps you identify groups such as active subscribers, users who added items to their cart but did not complete the purchase, and those who just signed up for your newsletter. This allows you to send emails with specific goals, such as a reminder about an unfinished purchase with a discount offer or welcome emails with useful information for new subscribers.

Analyzing user behavior also helps identify preferences and interests to offer personalized content. For example, users who frequently open emails with a specific subject may receive more similar offers, which increases engagement and click-through rates.

Examples of segmentation for different purposes
Different approaches to segmentation are used for different purposes. Let's look at some examples: