One of the biggest changes to the new Subscribers Section will be the ability for you to create Segments.
It’s common knowledge that segmenting your subscribers helps you get better open and click rates. By narrowing your focus and sending campaigns to targeted subscribers within your lists, your recipients will find your campaigns more relevant, and relevant campaigns get better results.
But surely that’s what Groups are for I hear you say. Well, yes and no. There is one very big difference between Groups and Segments:
Groups are static and Segments are dynamic!
Here’s what you need to know…
Groups is something you’ll already be familiar with and there’s no change in how they work or what they do. Groups are a static list of subscribers that allow you to separate out your data.
Groups will only ever consist of email addresses you’ve uploaded and they will remain unchanged unless you manually add or remove subscribers. Static groups can either be created using contacts that already exist in your account or through a manual upload.
Groups are generally good for one-off email sends, email campaigns that you run infrequently, and for lists of contacts that don’t change often e.g. staff lists, proof lists, trade show lists, attendees and no-show lists.
Segments are what we like to call ‘dynamic’ meaning the data is constantly updating. Simply set the criteria, save the Segment, and it will auto-update whenever anyone meets the selected conditions.
Dynamic Segments can be built from any data including geographical, transactional and behavioural. The more information you collect and store, the more options you’ll have when segmenting your audience. For instance, you might like to segment your subscribers based on their different levels of engagement with your emails or you want might want to segment based on what device they open your email campaigns on.
Dynamic Segments are best used for email campaigns in which you plan on sending email more than once to a certain list of contacts that changes and gets updated frequently. As time goes on, your dynamic Segments will automatically adjust to your changing volume of contacts. This saves you having to create a new list every time you want to email a specific segment and keeps the list fresh and up to date in real time.