Nowadays, the emails we receive are much more relevant than a few years ago thanks to the personalization and segmentation of databases and we are getting closer to the ideal of offering users what lebanon mobile phone number list they want or what interests them. What many have not yet considered is that in many cases what the user needs depends on where they are . For example, if discounts are offered in restaurants, the same interest will not be generated if there are generic offers for the entire city than if a map appears with the restaurants with discounts within a 1km radius.
In this campaign, American Eagle Outfitters showed a map with the nearest location of its physical stores. Source: Movable Ink.
How can we segment geographically?
There are two main forms of geographic segmentation in email:
Via IP – through the sending tool we use ( ESP ) and/or a geolocation and dynamic content service provider .
By geographic area (country, province, address, postal code, etc.) – using data from our database records.
The choice of each of them will depend on the objective we want to achieve and our technical or database limitations :
If our objective is online sales, branding, or simply does not require immediate consumption, we can use the classic segmentation by geographic area, so we will need this data from our records.
If, on the other hand, it is a flash sale in physical stores or any action that requires knowing the user's location at the moment they open the email, IP segmentation can give great results, so we will need a provider that allows this type of segmentation.
However, it is important to say that none of these options is 100% accurate (unless we have the physical address). Although, whether in the traditional way by segmenting the database by geographic area, or by IP and using dynamic content, we will always be more relevant by segmenting geographically than by not doing so.
What does geographic segmentation allow?
The main goal is to personalize and make content more relevant to the user , offering them what they are interested in and where they are interested. Obviously, if we provide our records with more relevant content, we will achieve a higher rate of clicks and conversions on and offline.
But it is in combination with agile marketing and using dynamic content that geographic segmentation can provide us with the best results. This would allow us, for example, to show:
Weather information by city.
Type of currency depending on the country in the price of a product.
A map showing the nearest restaurants, shops or services.
Personalized offers based on where the email is opened.
Any previous information updated according to the time of opening.
