Customer segmentation makes sure you are speaking to the right audience, about the right message, at the right time. Segmentation is the act of grouping your contacts by a set of attributes or actions, and sending targeted messaging to that group. The goal is to send emails and other messages to contacts based on their segment.

What do you want to know about your customers? Start by deciding what experience you want to create at each step of the customer lifecycle. Then, create communications that speak to their interests and problems. Consider how frequently you communicate, and when you want to remain top of mind. Create segments of contacts that have demographic characteristics in common, and write your messaging for that segmented audience. Your segments will be defined by the type of communications you want to send, and the contacts you are targeting.

Build dynamic cross-sections of contacts by using the segment builder. The segment builder lets you search by categories, such as contact details, custom fields, and contact actions. Segment your customers based on the audience you want to reach, the topics they care about, and their overall engagement with your brand.

ActiveCampaign has several resources available to help you succeed with email deliverability. Start by reviewing this help article with important tips and suggestions for your first 30 days with a new email provider. Looking for more? Check out the email deliverability section in our Help Center.

There are many ways to personalize marketing, from adding individual contact information to creating segments of similar contacts with shared demographics. Combined, you can speak to groups of people with similar interests, and it feels like direct communication. It’s important to personalize your marketing to encourage more action, from email opens to link click throughs. Trying different types of personalization over time will teach you more about your contacts.

Personalize your marketing with dynamic segments that update as your contacts meet the segment criteria, sending the right message, to the right person, at the right time. Use CXA teachings to find the moments in your customer lifecycle where you can inject some additional personalization. Personalization tags are a great way to include the information you’ve collected in the emails you send. You can also include conditional content, automatically updating content sent to each individual contact based on their personal information.