The importance of segmentation in newsletters.

By using segmentation, we can create content that feels relevant based on individual interest. Presenting relevant content to our customers usually leads to improved results, both in terms of revenue and customer satisfaction.

Improving segmentation was something that was ranked high on Apotek Hjärtat's list of developments with the newsletter channel.

The purpose of segmentation was to display relevant content to the customers while also supporting the sales of prioritized destination categories on the website.

Based on the categories, we could create segmentations that relied on that information.

We also needed to establish clear rules for when one was considered a segment and when not. For example, 'You have purchased X products from category A' and 'You have purchased less than X products from category B'.

An important part of our work was to establish a clear priorization in each email. What was prioritized most depended on which segment one belonged to. We divided it into:

• Segment-specific offers
• News, member-specific offers
• Seasonal

The priorization and fixed segments can in the future also be used to facilitate the sale of visibility for suppliers. By continuing to create various segments based on popular categories, it may open up the possibility of sellming more spaces for each segment. And at the same time generate relevant campaigns for Apotek Hjärtat's customers.