Tip #5: Segmentación de audiencia efectiva con Zoho Campaigns

Tip #5: Segmentación de audiencia efectiva con Zoho Campaigns

Tips and Tricks #5, adaptado de Annet M
¡Hola!

Las listas de segmentación de correo electrónico ayudan a los profesionales del marketing a comprender que detrás de cada contacto hay personas, con sus intereses y preferencias. Conocer estos datos y  distinguir estos grupos nos ayudan a crear campañas de email marketing hechas para ellos, que resultan en campañas más efectivas. En el tip de hoy veremos cómo podemos segmentar nuestras listas de contactos con Zoho Campaigns.

Tip #5: Segmentación de audiencia efectiva con Zoho Campaigns.

En Zoho Campaigns, crear estos grupos para tus listas de contactos se realiza con la ayuda de la segmentación estándar o segmentación en bloque. La segmentación estándar te permite crear grupos o segmentos de los contactos de tu lista de acuerdo a determinados criterios que establezcas. Para listados voluminosos, la opción de segmentación en bloque te permitirá segmentar estas listas con mayor facilidad.

Para segmentar listas en Zoho Campaigns: 
  1. Accede al apartado Contactos y selecciona Administrar listas.
  2. Selecciona la lista que quieras segmentar.
  3. En la parte superior, en el apartado Segmentos, selecciona el tipo de segmentación que quieras realizar. Esto dependerá de tus preferencias y de la longitud de la lista. En el ejemplo, seleccionaremos la opción Segmentos (estándar).
  4. Haz clic en el botón Crear Segmento.
  5. Define el nombre del segmento y las condiciones que deben cumplir los contactos para formar parte de este segmento. En nuestro ejemplo, vamos a crear un segmento geográfico, de contactos que se hayan suscrito a nuestra newsletter: Suscriptores españoles.

 

      6. Haz clic en Guardar.

De esta forma tendremos nuestro primer segmento, al que podremos enviar campañas dedicadas. Y con este, puedes crear los que necesites para identificar grupos en tus listas de contactos. Te dejo aquí algunos ejemplos populares de segmentación de listas de contactos que pueden serte útiles:
  1. La segmentación geográfica es especialmente útil para actividades destinadas a una región en concreto. Ya sea una ciudad, país o estado, puedes utilizar estos campos para definir tus segmentos.
  2. La segmentación demográfica puede ayudarte a crear grupos con distintos intereses y preferencias. Los campos como la edad o la ocupación son útiles en este caso.
  3. La segmentación por industria te permite agrupar a tu audiencia según la industria a la que pertenezcan. Este tipo de segmentación puede ser de utilidad si tus productos o servicios están destinados a ciertas industrias.
  4. La segmentación por comportamiento de compra, con datos como el historial de compra de tus clientes, te ayuda a mejorar su experiencia y a cualificar a este segmento como clientes leales. 
La actividad de campañas, la puntuación de tus contactos, el consentimiento proporcionado para recibir tus newsletters, o la última vez que estuvieron activos son otros campos que puedes utilizar para segmentar, entre otros. La segmentación te permite ofrecer un contenido más relevante a tu audiencia, lo que ayudará a mejorar los resultados de la campaña. Para más información sobre la segmentación, consulta este enlace.

¡Y hasta aquí el consejo de hoy! Recuerda consultar el resto de capítulos de la serie de Tips and Tricks para Zoho Campaigns en Español Zoho Community.

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