How to Intelligently Segment Your Event Email Marketing Data


Nowadays, there’s an aggressive competition for attention in people’s inboxes. Marketers have to be smart, strategic and wise in sending out campaigns using their email marketing automation software.

There are a number of ways one can stay on top – you can create quality content, be witty with your subject lines, use different elements or segment your email lists.

In fact, segmenting your list is critical and beneficial to the business – 39% higher open rates and 28% lower unsubscribe rates. Also, 77% of email marketing return on investment comes from campaigns sent out to segmented lists.

These numbers sure are great to look at! So, the question now is, how do you strategically segment your email list? Specifically, those data that come from your different events. Here are 12 ways you can do it.

12 Ways to Segment Your Event Email Marketing Data

How to Intelligently Segment Your Event Email Marketing Data

1. By attendance on previous events

Use the contact information from previous events. Make sure they are encoded into your database according to the event they attended.

If you plan to execute the same event for the next year, you can immediately send out an email campaign to these people and you can be sure they will be more than willing to join.

If you will not be executing the same event but a somewhat related occasion, it will still do you some good.

Send out the details of the event to pique their interest. If they feel connected to the event, then you will have subscribers signing up to this new event in no time.

2. By geographic location

Sometimes, you have events that can best cater to those within a certain area only. Segmenting your list this way can be beneficial if you will have a blitz sale event within a specific location. Target your email list and wait for them to drop by!

Also, having a list based on geographic location, you will have an idea of which area has more subscribers. With this, you can prioritize one area over the others depending on the objective you have in mind.

3. By registration stage

Some people are already busy filling out the registration form then they simply get distracted. You have to wheel them back in.

Thankfully, there are platforms that can help marketers get in touch with these attendees and help guide them back to complete the registration.

4. By survey response

After event surveys are a great way to gather feedback and keep in touch with your attendees. To save on paper, marketers can send these out via email. From here, you can have an overview of what went well, what your attendees liked, what to improve and so much more!

With these data available onhand, you can draw different insights and conclusions on how best to segment your attendees. For example, those who enjoyed a specific set of topics can be under one group while those that prefer other types of topics can be under another group.

Also, you can see what other ideas, set of speakers or activities that your past attendees are interested in. From here, you can draw inspiration for your next set of events.

5. By engagement to email campaigns

There are those subscribers who are very engaged with email campaigns. They open the email, click through the elements and browse through the whole message. On the other hand, there are those that just let emails pile up in their inbox.

With these two types of subscribers, you can segment them and tailor fit campaigns so they would be rewarded for their engagement or get them to open an email from you.

6. By website behavior

Tracking website behavior is also a good way to segment your contacts. You can group them based on those who check the Women’s Section more than the Men’s; the Accessories more than the Apparel; and the list goes on.

Understanding which part of your website a subscriber usually visits can give you a glimpse of what item, product or service you can push more than others.

7. By demographics

Segmented lists can also reflect other details about the subscribers – like their age, gender, company position, and income level. These information can tell a lot about a person’s interests or needs. From here, you can then identify what types of campaigns would interest them over others.

For this to work properly, you have to decide which information would give you more insight that will be beneficial to your business in the long run.

8. By position in the sales funnel

There are different levels a customer can be tagged in the sales funnel. A subscriber can be tagged as a basic (free to use) customer.

From here, you would know that you can include the premium option to all emails addressed to said customer.

In this way, you can slowly introduce the perks of the premium option and with constant visibility, the customer can be persuaded to step into the next part of the sales funnel.

9. By what they purchased or downloaded

As mentioned earlier, you can use different elements when crafting your email. Depending on your email marketing automation software, you can include images, videos, GIFs and others to diversify the look of your campaigns.

Based on your subscribers previous purchases or downloads, you will have an idea what type of content, event, product or service he or she would most likely be interested in. Use this to your advantage!

10. By open rate

Segmenting subscribers based on their open rates would help marketers understand the type of communication they should be sending out.

The best way to hit your mark is sending an email campaign that’s tweaked to cater to the characteristics of the segmented lists.

11. By their interests

This may be too tedious to execute but it will be worth it in the end. Segmenting lists based on interests can be great way to maximize your email campaigns.

You wouldn’t be sending out emails about an event on Digital Marketing to those whose interests are starting up a business.

With such advanced segmentation, you can map out a strategic content calendar for your business and events that’s tailored to the audiences available.

12. By amount spent

Another great way to segment your list is based on the amount they have spent for in the past. With this, you can have an understanding of the budget your subscribers are willing to shell out.

From time to time, you can also test their limits by offering them something a bit higher than their usual spending. You can then further get additional insight to what interests them as well.

Wrap Up

Understanding which kind of list would work best for your business is the first key. After which, you can then identify the necessary information you will need to get from your subscribers to create the lists that would fit your objectives.

Getting an email marketing automation software to manage your email lists would be a great investment for you and your business. Be smart, wise and strategic. In the end, your lists can be great way to convert your subscribers.

Author Bio: Kimberly Maceda is a Content Writer for ActiveTrail. She writes for some top online marketing sites and blogging advice on email marketing and marketing automation. Activetrail is a leading provider of professional-grade email marketing and automation software for growing businesses.