Who is reading your emails?

Email Segmentation Beyond Demographics for Nigerian HealthTech Brands

Have you ever wondered why your email marketing isn't hitting the mark, even though you're segmenting by age or location? The secret to a high-performing email list goes way beyond demographics. Welcome to Email Segmentation Beyond Demographics, where we'll show you how to tap into behaviour and engagement to truly connect with your audience.

Why You Should Care

If you're running a Health-Tech startup in Nigeria, your customers aren't all the same. While age and location help, understanding how your audience interacts with your content and services can tell you a lot more. Instead of sending out blanket emails, what if you could target those who opened your last health newsletter but didn’t click the link or those who visited your platform and left halfway through the consultation booking process?

Segmenting your email list based on behaviour and engagement helps you send more relevant messages and improves conversion rates. The more personalized the experience, the better the results!

DIY Action Plan for HealthTech Startups

Let’s break it down for your HealthTech startup:

1. Track User Behavior: Use tools like Mailchimp or ConvertKit to monitor who’s clicking, opening, or ignoring your emails. Pay attention to people downloading health guides, clicking links to consultations, or signing up for reminders.
2. Segment by Engagement: Highly Engaged: These are users who frequently open and click on your emails. Send them exclusive offers like free consultation slots or health webinars. Moderately Engaged: Those who open emails but rarely click. You can spark their interest by offering special incentives like discounted services or health check-up reminders. Low Engagement: For those who don’t open your emails, it’s time to re-engage with content that educates—like a “Top 5 health tips” series or asking them if they still want to receive your emails.
3. Behavior Triggers: Create emails based on actions. For example, if someone abandons a consultation booking on your platform, send a follow-up email offering help to complete the process or include FAQs.
4. Test and Refine: As you send different messages to each segment, track performance and refine your approach. Which subject lines worked best? What time of day gets the highest open rates? Constant improvement is key!

Example in Action

Imagine you’re running a HealthTech platform offering telemedicine services. You noticed that many users signed up for newsletters but never booked appointments. Instead of sending them a reminder about general services, create a targeted email for this segment:

"Hi [Name], we noticed you haven’t scheduled your first consultation yet. To help you get started, here’s a special 10% off your first session with one of our expert doctors! Get started today to take charge of your health."

By offering a personalized incentive, you increase the chances of converting passive subscribers into active clients.

Final Thoughts

Email segmentation isn't just about age, gender, or location. It’s about behavior and how your customers engage with your content. By focusing on these insights, your HealthTech startup can deliver personalized, relevant emails that drive real results. Start segmenting smarter, not harder!

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Until tomorrow,

Your Favorite Digital Marketer,

Kingsley Alfred

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