If you're new to segmentation, you're probably wondering when you would even use it.
You might hear things like "emails that are segmented get 69733% more opens" or "businesses that segment their audience double their conversion rates."
Even though segmentation really can have huge effects like that, those stats on their own don't teach you how to
segment so much as they make you feel guilty for not segmenting.
So when does it make sense to use segmentation?
- When you offer multiple products that serve different audiences
- When you offer multiple products that serve different wants and needs of the same audience
- When you offer one product that serves multiple audiences
There are a lot of different use cases for segmentation, but ultimately it comes down to this: You should segment your audience if that audience is made up of groups of people that care about different things.
Let's go through some examples of what information you might use to segment your audience.