List Segmentation


After all the speculation about email marketing meeting its dead end, it continues to be one of the leading communication channels, for both marketing and transactional messages. Our inboxes continue to swell with bunch of products/ services promotional emails with attention seeking subject lines. But does all of these messages are good enough to grab the recipient’s attention? Not really. Even after hitting the recipient’s inbox (Key Concern of Majority Senders), most of the messages are ignored, deleted or even treated as junk.

One of the possible underlying reasons of this rejection is that the recipient doesn’t relate with the email message or straightaway think it as irrelevant. If your message in French include large amount of English audience in the recipient’s list, how can you expect it to bring profitable results? You need to geographically slice your list for better results.

Well, don’t lose hope in email as communication channel; email is still 40% more effective than major social media networks like even Facebook. What you really need to do is segmentation of your list based on subscriber preferences, and creating more contact groups with similar characteristics.

Mumara “Advance Segmentation” addon offers several ways to micro segment your list. And the clients, who are using segmentation tool to create targeted groups of recipients, are performing better in terms of open and click rates. Let’s take a look at different levels of slicing the list into targeted segments.

Segment by Accounting Logs, Email Activity and Data Fields

Each sent email offers valuable information about subscriber’s behavior, preferences and subscriber’s email activity status. In the result of your previous campaign, if some contacts opted to unsubscribe from your mailing list, you certainly don’t want to make this big mistake of sending further messages to them. So let’s just simply use the “Unsubscribed” filter to create new segment of the contact that have unsubscribed.Following the same pattern, number of filters can be applied to create new segment for “Bounced” emails. As your approach would vary for hard and soft bounce, you will need to create separate segments for both.

  • Segment Hard Bounced Only
  • Segment Soft Bounced Only
  • Segment Both Hard and Soft Bounced
  • And More Options

General level segmentation can be performed on currently available data fields.

  • Segment the Contacts with First Name
  • Segment the Contacts with Last Name
  • Segment the Contacts with Both First and Last Names
  • Segment the Emails that Contain Particular Value
  • Segment the Emails that Don’t Contain Particular Value

Target Group of Opens, Clicks, Unopened and Unclicked

Contacts that have opened the email or clicked the link are known as “Opens” and “Clicks” of your email campaigns and both these are considered most valuable activities a subscriber can perform. And those who haven’t perform any of the activities, are considered as less engaged or unengaged subscribers. You would follow different strategies to target them, and for that, you certainly need to create separate groups based on subsciber activity as highly engaged, engaged, less engaged and unengaged.

Categorizing these contacts mindfully can increase chances of success for your future campaigns. You may need to resend email to the subscribers who didn’t open (Unopened) or didn’t click (Unclicked), by perhaps changing the subject line, sending time and other aspects. Therefore, you need to have effective filters to segment based on varied criteria.

  • Create New Segments of Opens Only
  • Create New Segments of Clicks Only
  • Create New Segments of Contacts that Didn’t Open (Unopened)
  • Create New Segments of Contacts that Didn’t Click (Unclicked)
  • Geographic Segmentation of Opens
  • Geographic Segmentation of Clicks
  • Segment Contacts that opened in-between Specific Data & Time
  • Segment Contacts that clicked in-between Specific Data & Time

More precise data can be combined or categorized by applying more than one filter. After you setup the segmentation criteria, you can automatically Export, Copy or Move the new segment to another list, to better target the relevant contacts for best results. You can also work with automated Triggers within Mumara that offers extensive options for real time action based segmentation of your list. List segmentation seems simple but can give your results a positive lift. Explore plenty of other options and start slicing your list today.