Segmentation by contact source

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A similar practice can be applied to a loyalty points program. However, here the points from the program must be transferred to the emailing solution, which not all tools allow.

How subscribers got on your email list can inform how you communicate with them and what content to choose , making contact source useful for segmenting your welcome sequence .

Invite those who came through the form on the website to follow you on social media.
Inform your social media contacts about the possibility of participating in your UGC campaign .
For contacts obtained in a brick-and-mortar store, prepare an email with your e-shop offer.
Inform online-only users about all your brick-and-mortar branches.
Hone your social media marketing

The course, full of practical examples and the most important line database information, will help you regardless of whether you already use social networks or are just thinking about them.

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Segmentation by engagement
The “higher end” is segmentation based on engagement , which is the user’s direct interaction with the brand . It can be engagement only within the email, or you can also add interaction on the website. In the first case, you can evaluate how active recipients are based on opening messages, clicking on links, or converting from an email, and divide them into segments accordingly . Most emailing tools do this automatically. You can encounter this in Mailkit and Ecomail , for example .

We recommend following the second rule, which is evaluating interaction in emails and on the web . It will tell you much more. You can do this by scoring contacts based on their activities, each of which will be assigned a different number of points according to the importance that you set for yourself. Read more about lead scoring .