Segmentation divides a broad consumer group into subgroups based on shared characteristics such as age and device type. Segments are used in all campaigns to specify the group of receivers. If you do not apply any segment, your campaign will be delivered to all available users.
The available segmentation options and design of this step might vary depending on the products you use and the segments enabled for your account.
Segmentation is a highly effective marketing strategy that can be utilized for personalization purposes. If you segment your audience correctly, you can enjoy significant advantages. Segmentation enables you to understand and define your audience’s characteristics, allowing you to direct your marketing efforts to specific age groups, locations, buying habits, interests, and more. It also helps you create targeted, clear, and direct messaging that attracts people who want to buy from you. Another valuable benefit from segmentation is leveraging your brand’s loyalty. Customers who feel understood, uniquely well-served, and trusting are likelier to stick with your brand.
Since you can deliver more relevant content to each group of recipients with the help of segmentation, that will increase open and click rates and, thus, revenue.
The available segment categories are as follows:
You can refer to the video below to have a better understanding of how segments work: