The Advanced SMS Marketing Guide
What Is Segmentation?
Segmentation allows you to divide your SMS marketing lists into subgroups based upon one or more common traits. You can then target those groups accordingly. For example, if you had 10,000 subscribers on your text list and 4,000 of them were in New York State, that group could be considered a segment.
If you wanted to target all subscribers who opted in on a specific day or range of days, you could easily create a segment with those specified rules, and begin marketing to those individuals alone. This is an excellent way to target a specific group of people within your larger text list.
Benefits of Segmentation
There are multiple benefits of list segmentation. In marketing, the more you know about a given group, the better you can tailor your incentives and marketing messages to fit their needs. This will naturally lead to a higher redemption rate. By grouping your subscribers by city, state, date of opt in, age, etc. you have the ability to provide them with an even more relevant and qualified marketing experience.
Segmentation Use Cases
How can you leverage segmentation? The possibilities are endless. Here's how SMS marketers use this feature to their advantage.
Let's say a national outdoor clothing and activewear ecommerce company grew their SMS marketing list into the hundreds of thousands. Furthermore, let's assume that the northeastern portion of the United States has 10 straight days of heavy rainstorms in their forecast. This company has the ability to segment their subscribers based on state. They could create a segment of all states that will be getting hit by this storm, and offer them a special discount on rainwear. Think of how personal and effective this type of campaign would be. It might read something like:
It looks like some heavy rain is coming your way this week. Use code RAIN20 at checkout for 20% off all your rain gear. Offer expires Wed.
Shop now at www.outdoorgearsite.com
Because this message is so relevant and targeted, they're sure to see high redemption rates and low opt out rates.
Here's another advanced list segmentation example. Let's say a retail store holds an annual weekend event, and over the course of that weekend they have a magnitude of people opting in. The following year, they want to target the people who joined their SMS marketing list during that event the year before. They could simply create a segment for all subscribers who joined between the start and end dates of the event last year. Now they have a targeted sub-group of their subscribers, who they can then reach back out to about returning to the event this year.