Data Collection for Email Marketing and Segmentation

Data Collection For Email Marketing

Any organisation needs a customer database. Even if you are the owner of a small coffee shop and remember all your customers just by seeing their faces that’s already a data collection. But larger the business the more responsibly you should work on a customer database.

Existing consumers are the most valuable assets that are by many underestimated. Sit down and do a statistical calculation and try to count, how much income does your current customers brings you? If you are not the owner of a funeral service company, soon you will realize that more than a half of your incomes brings customers that shopped or used your services more than once.

By investing huge amount of money on expensive advertising business owners can forget that they already have constant consumers that requires stable communication in the first place. In average new customer will cost 5-7 times more, than retention of existing, and how much time and energy it takes?


new customer will cost 5-7 times more

New customer will cost 5-7 times more


Email marketing is one of the cheapest and most comfortable way to connect your customers. Mailing isn’t dependable on external factors, emails are delivered in the matters of minutes and on the set time. What is more important Email is a personal channel of communication. The ‘message’ is send to a particular person and it will be red only by him! Can you send a personal ‘message’ by TV ad? So that no Other could see it?



email marketing budget

What proportion of your total marketing budget does email marketing account for?



Thinking ahead five years into the future, please indicate whether you agree or disagree with the following statements.


However not all emails will work the same well…. Only with the correct work with mailing list and segmentation you will be able to increase not only sells but also a customer loyalty.


Before deepening down in to segmentation, first of all you need data!


Few generally unexpansive ways of Data Collection for your Email Marketing Campaign:



  • Point of Sale

Works well with brick-and-mortar locations. If you have a retail location, you can collect emails when customers purchase or visit the store. Employee training and in-store signage promoting your program can effectively support this effort.


  • Web site

Optimize each page for data capture to increase the number of sign ups. Provide a preview of what your email communications might look like so subscribers can more easily see the value.


  • Social Media

Add a sign-up form to your Facebook/Twitter page, or include a link to your hosted opt-in form and write a status to your fans/follower every now and again, asking them to join your email list. Also you can run a ‘’share and sign in’’ competition on Facebook, Twitter or Pinterest by offering a prize to a random winner.


  • Collect business cards and add emails from them

Every time you get a business card, add it to your mailing list.


  • Advertise On Everything You Print

Whether it’s your business card, a brown paper bag or a receipt, a physical reminder of your website could be the push for someone to visit your site and fill out your web form.


  • Offer!

Nothing is more inviting to a potential customer than a free product or a glance at a service that they don’t have.



If a customer had subscribed to your newsletter, it doesn’t mean that it will exactly match his interests. Some companies do not consider the fact that needs and interests of their customers can vary. If you are selling sports clothing and want to deliver information about the updates, ask yourself whether your male customers are interested in your new line for women? Or does the teenager want to know more about products for kids?


Segmentation is the process of dividing your audience into groups according to a common characteristics and needs.





4 Basic Ways of Email Marketing Segmentation:


1. Geographic segmentation

Depending on the customer’s location, you can create your email so as to provide the appropriate product / service at the right time and in a format convenient for him. Roughly speaking, the inhabitants of the far north are unlikely to need the beach flip-flops, and southerners – boots. If your company works on international level It is logical to assume that communication with customers should be in a different language.

Geographic variables such as:

  • Regions
  • Climate
  • Population Density
  • Population growth rate
  • City size


2. Demographic Segmentation

Demographic segmentation always plays a big role in a segmentation. Market is divided into small segments based on demographic variables like:

  • Age
  • Gender
  • Income
  • Occupation
  • Education
  • Social Class
  • Generation
  • Family size
  • Family life cycle
  • Home Ownership
  • Religion
  • Ethnic group/Race
  • Nationality


3. Psychographic Segmentation

Division of a market on basis of consumers lifestyle and personality. It gives a clearer picture of customers needs, wants, hobbies and buying behavior.

Psychographic variables include:

  • Interests
  • Opinions
  • Personality
  • Self Image
  • Activities
  • Values
  • Attitudes


4. Behavioral Segmentation

The complexity of such a distribution is a need of a proper analytical work.  Behavioral segmentation allows you to provide the most relevant information and avoid a repetitive emails. For example, if your customer had already tried one of your product, you do not ask them that again. You need to know enough about your customer behavior on the site and the degree of familiarity with the offered services / products.

Behavioral variables include:

  • Usage Rate
  • Product benefits
  • Brand Loyalty
  • Price Consciousness
  • Occasions
  • User Status


Start your segmentation gradually. Look at the people in your audience, and pay attention to whether there is an exceptional or a natural differences between them. Even a slight division can improve the results of your email campaign.


Jekaterina Filimonova

This entry was posted in Blogs, Blogs on Email Marketing, Digital Marketing and tagged , , , . Bookmark the permalink.

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