You can use the following sources of data about your contacts:
Built-in statistics of the mailing service (usually this is information about activity related only to working with letters: subscription date, contact source, number of clicks on links, number of letter openings, etc.).
External analytics systems (for example, Google Analytics and Yandex.Metrica, here you can get more information about interests and socio-demographic parameters: gender, age, location, main interests, etc.).
CMS and CRM systems (information is collected based on the results of activity on connected sites and based on the results of communication/correspondence with clients).
Social media profiles.
Questionnaires, polls, surveys and other forms (including subscription forms).
Special landing pages where the audience is collected from search engines with pre-defined criteria (when advertisements are shown only to users who meet certain criteria).
Advantages and disadvantages of different segmentation methods
You can use one of the approaches we have suggested, or you can create your own algorithm for dividing subscribers into segments, for example, by taking a combination of different criteria.
The advantages of mathematically based segmentation methods (ABC XYZ, RFM, LTV, etc.) include:
High quality and reliability thanks to detailed mathematical models.
Excellent efficiency.
Strong focus on sales and business.
Precise customer targeting.
But they also have their disadvantages:
High complexity in carrying out analysis and calculations.
To obtain the most complete data, a large number of additional sources will be required.
The effectiveness of the methods will only be justified when working with large databases.
Many methods rely on a certain history of interaction honduras phone number data with clients. And if there is none, then the results will be inaccurate (and sometimes simply meaningless).
To keep the division criteria and the segments themselves up to date, the analysis needs to be redone as often as possible. Automating some methods is quite difficult.
If we talk about simpler approaches (based on interests, activity, gender, etc.), then you get the following benefits:
Segmentation can be done on your own, even if you have no experience.
There is no need to use a large number of external sources. At most, external analytics systems. But often the data obtained only from the mailing service is enough.
Sufficient efficiency with a small number of contacts.
Disadvantages of “simple” approaches:
Low efficiency when working with large customer bases.
Poor segmentation accuracy.
To more accurately identify segments that take into account various socio-demographic factors, it is necessary to either conduct special audience surveys (and users respond poorly to them), or create special advertising campaigns and separate landing pages with lead magnets (in the latter case, costs increase significantly).