How can you use email segmentation to target your content by location?

1 Why segment by location?

Segmenting your email list by location can help you tailor your content to different geographic markets, cultures, languages, and seasons. Doing so allows you to demonstrate that you understand the needs and preferences of your subscribers and can offer them valuable solutions that match their local context. For example, you can use location-based segmentation to send relevant offers and promotions based on local events, holidays, or seasons; adjust your tone, style, and language to suit different cultural norms and expectations; highlight local testimonials, reviews, or case studies that showcase your brand's credibility and trustworthiness; provide useful information and tips related to your subscribers' location; or invite them to join or attend local events, webinars, or workshops that can help them connect with your brand and community. By leveraging the power of segmentation, you can create a more engaging experience for your subscribers.

3 How to create location-based campaigns?

Once you have segmented your email list by location, you can create and send targeted campaigns that cater to your different segments. Before getting started, make sure to define your goals and metrics. What do you want to achieve and how will you track your performance? Then, decide on the content and format of your campaign. Consider using location-specific keywords, emojis, or symbols in your subject line and preheader to attract subscribers' attention. Lastly, test and optimize your campaign using tools like Litmus or Email on Acid to check how it looks and performs across devices, browsers, and email clients. Use CoSchedule or SubjectLine to analyze and improve your subject line and preheader. And use Mailchimp or AWeber to run A/B tests and compare different versions of your campaign.

4 What are the benefits of location-based campaigns?

Using email segmentation to target your content by location can bring many benefits, such as increased relevance and engagement, improved conversions and loyalty, and reduced spam complaints and unsubscribes. When you send content that matches your subscribers' location, they may be more likely to open, click, and respond to your emails. Furthermore, when you send content that offers value and solutions to your subscribers' location-specific needs and problems, it can increase their trust and satisfaction in your brand. Lastly, by sending content that respects your subscribers' location-based preferences and expectations, you can reduce the risk of annoying or offending them, thus avoiding spam complaints and unsubscribes.

5 What are the challenges of location-based campaigns?

Using email segmentation to target your content by location can also be challenging. You need to have reliable and updated data on your subscribers' location, which can be incomplete, inaccurate, or outdated. Content creation and management can be time-consuming, costly, and complex if you have to create and adapt your content for different languages, cultures, and markets. Additionally, you must comply with the legal and ethical regulations that govern the collection and use of personal data. To overcome these challenges, you need to regularly check and clean your data, plan and prioritize your content, use tools and templates to streamline and automate your content creation and management, be aware of applicable laws and best practices for each location, and obtain consent from subscribers before using their data.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?