As we discussed in this post , to correctly segment our database we must first focus on what information we ask users for in the registration process. The data they provide us will ceo email lists largely help us to make a good classification: sex, age, date of birth or more specific interests or tastes . Of course, we must be moderate in the information we ask for, we should only ask for what we know will really help us in our email marketing campaigns. To do this, a good option is to use a progressive registration .
However, there are also other ways to obtain relevant information from our database and apply it later in future emails. Here you can see a very good example from Desigual .
Desigual has designed an email with buttons showing the different sizes available , so that the subscriber, when clicking on one of the buttons, sees only those garments that are their size. In this way, the brand provides more relevant content for the user , while avoiding frustrations such as “I love this garment but it is not my size”, as has happened to all of us on more than one occasion.
The most interesting thing of all is that, once the campaign has been launched and the results obtained, you could even segment your database based on the size that each user has selected . In this way, all users would be tagged with their size and in the future you could send segmented and personalized campaigns with garments of their size. You could also do the same by segmenting by product type preferences or men-women category.
And you, have you seen any other good example of segmentation like the one we just mentioned?
