How to Perform Email Segmentation in Mailjet: An Expert Guide

Email segmentation, as you must know, involves dividing your email list into smaller groups based on shared characteristics such as gender, age, demographics, and purchase history. This enables you to send more personalized, targeted emails to your customers, leading to better customer experience and customer success. 

However, the process of doing email segmentation varies from platform to platform. The variation can be based on the ordering of the steps, software terminology, feature availability, and so on.

As a result, being well-versed in multiple email service providers and email clients is critical. Your clients are as varied as their preferences. 

Fortunately, we are experts in over 50 ESPs, and in this blog post, our email experts will guide you through the process of applying segmentation in Mailjet. We’ve also covered other email service providers. Once you’re done reading this post, do catch up on our posts on the other ESPs.

• Advantages of Email Segmentation 
• Email Segmentation Features in Mailjet
• How to Create A Segment in Mailjet
• Creating A Gender-based Segment in Mailjet
• Best Practices for Mailjet Segmentation

Advantages of Email Segmentation

Before we dive into Mailjet, let’s recap why you need segmentation:

• Personalization: Segmentation allows you to customize your email content based on your customers’ interests and preferences, leading to higher ROI.
  
• Better CX: Segmentation in email marketing allows you to deliver personalized content to the right audience at the right moment. This is crucial because customers don’t appreciate receiving irrelevant promotional emails and prefer to receive only the ones relevant to their needs.
  
• Customer success: When customers receive only relevant emails, they are more likely to remain loyal to the company, which helps in customer retention. You can also provide loyalty benefits for these clients such as sending coupon codes, special discount offers, and more.

“Creating award-winning segments is only half the battle. Serving up relevant content to a segment is the difference between success and failure.” 

— Sinch Mailjet

Email Segmentation Features in Mailjet

Mailjet offers three kinds of email segmentation:

1. Dynamic segmentation: Dynamic segments will update automatically as your contact information or behavior changes. This will help target the most relevant customers and reduce the manual effort required to update the segment.
2. Static segmentation: This is the opposite of dynamic segmentation. Unless you manually update the segment, it will remain unchanged.
3. Integration with contact properties: You can use Mailjet to define your own contact properties, like purchase frequency and preferred payment methods. After creating these custom properties, you can utilize them for segmentation purposes.
   

How to Create A Segment in Mailjet 

Follow these steps to create a segment in Mailjet:
Log in to your Mailjet account and navigate to the “Contacts” section. Then, select “Segmentation” from the dropdown menu.

A new dialog box will open, showing all your previously created segments. If you are creating a segment for the first time, simply click on the “Create a segment” button. Provide the segment name and the filtering conditions for your segments.

Enter the necessary data, then click on “Create a segment.”

Creating A Gender-based Segment in Mailjet 

Let’s start by creating a segment called “Male Contacts” consisting of contacts with the gender property set to male. After naming the segment, we can proceed to select the filtering condition.

We would like to specify the gender property to be “male.”

You can also have multiple filtering conditions as shown below. 

In this case, it will select the contacts with the gender property equal to male or the country property set to India. In the case of the “or” filter, the segment does not require both values to be true; if any one value is true, it will select that contact. 

We can also make the segment more complex. For example, see below. 

When using an “And” condition, a contact will be selected only if both conditions are true. If either condition is false, the entire selection will be considered false. For simplicity, let’s use gender as our single filtering condition.

If you have multiple contact lists, please choose the contact list that you want to target with this segment.

After selecting the list, click on Calculate.

This will show a list of contacts with the gender property set to male.

Best Practices for Email Segmentation in Mailjet

Here are three best practices for nailing segmentation in Mailjet:

1. Define your goals: Make sure to establish a clear objective before creating a segment. Define a clear goal for creating the segment, such as increasing open rates, click-through rates, or targeting specific customers. Ensure that the segment you create aligns with your goals.
2. Test your segments: Make sure to always test your segments and analyze the results. If you’re not getting the desired output, consider other ways to make your segment more effective.
3. Review your segments: Always review your segment performance because customer interests and preferences change over time. Additionally, make sure to remove unsubscribed emails from your list to avoid sending promotional emails to unsubscribed addresses.

“Don’t forget – marketing KPIs are the compass markers that guide our segmentation practice.”

— Sinch Mailjet

Get Started with Email Marketing on Mailjet!

We specialize in creating visually appealing Mailjet templates tailored to your business requirements. We offer comprehensive management of your Mailjet email campaigns and can help develop a successful email marketing plan. Additionally, we provide support for seamlessly migrating from any ESP to Mailjet without compromising the subscriber experience. 

Get in touch with our Mailjet experts for all your email marketing needs!