You’ve no doubt collected a ton of information on your clients – where they live, how old they are, what they bought from you, and so on. Now, you need to segment your market into categories that can be matched to your particular campaign. For example, you could choose to segment clients by age, sex or location. Segment your market by what makes sense for you.
Maybe you could choose clients who buy the same brand of shampoo and offer them a deal on the shampoo and conditioner together. Perhaps you can create a campaign based on the young career executives on your list. You get the idea.
This step is essential because it ensures that any communications your client receives will be relevant to them. They might not buy the promotion today, but they’re also not as likely to unsubscribe or mark an email as spam if it’s relevant to them.
Take a look at this infographic from EveryCloud for more insight on how you can optimize your email marketing.