Email Marketing and Customer Segmentation: For Restaurants and Retail Businesses

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Ever heard of email segmentation?

You will in a minute.

But first, picture this scenario. Imagine you are a 60 year old unmarried male and you get an email about shoes for kids. What will you do with such an email? You are most likely going to hit the delete button on it.

Next, all subsequent email from that business will be trashed without being opened.

And finally, you might use the block button.

Instances like this happen all the time. Many marketers out there are shooting blind without knowing their audience. Collecting emails from your customers and randomly sending marketing messages will see you in the same sad scenario described above.

Consequently, you will break the trust of your email list and ultimately ruin the image of your business. You don’t want that to happen.

That’s why you need email segmentation.

And so…

What Is Email Segmentation?

Email segmentation is the use of customer data to break customers into different classes based on specific parameters. These parameters may include age, gender, location, and income status.

Additionally, you can use buying behaviours such as big spender or thrifty, regular shopper or occasional, loyal or churning.

There’s no rule as to what data points you should use to segment your customers. Every business is unique and so the data points used by one business may vary from those used by another. The objective here is to send messages that will align with the needs of a specific group.

People often ask, why go through all the trouble for email marketing? Isn’t social media marketing the new thing?

They ask because they do not know that email is one of the most effective ways to reach and sell to customers.

Let’s look at some statistics, shall we?

Did you know?

  • 74% of people out there favour emails for marketing and business communication over other channels.
  • 91% of people look through their emails at least once every day.
  • 66% of consumers have done business as a direct result of an email they received.

All those, and more, are the reasons why email is an indispensible tool the hands of marketers. But you need the right strategy in order to be successful in email marketing. Hence, the importance of email segmentation.

Next, you may want to know…

How Email Segmentation is Implemented Effectively

I’ll tell you for free.

You must understand that the main keyword in email segmentation is ‘Relevance’.

By this I mean that email segmentation aims towards providing email content that is relevant to its recipient. Therefore, you want to send content that is engaging enough to make your customers take a desired action.

To achieve this, you need to send personalized content.

Here’s how…

To begin with, you need data. Data is at the core of email segmentation because you segregate your customers based on the information you have about them.

You could either do this yourself using your Wi-Fi login page. Or you could work with a company like SpotOn Wi-Fi that specializes in collecting customer data in restaurants and retail businesses.

Some common segments that you could group your customers’ email into include:

  • Age.
  • Location.
  • Gender.
  • Recent purchases.
  • Shopping frequency.


The goal here is to collect, analyse, and interpret the right type of information about your visitors.

And with a powerful Wi-Fi analytics and marketing software, you can do this on autopilot while you attend to your business. Afterwards, you can access each group of emails and interact with them. The Wi-Fi analytics platform makes it easy for you to create email marketing campaigns for all segments, singly or collectively.

Isn’t that incredible?


When you do email segmentation correctly, it will see you sending the right messages to the right customers. This makes your email marketing significantly more effective and would improve your sales.

Our software makes email marketing and customer segmentation a cinch.

You can see how your visitor data is displayed on our robust dashboard by requesting a free demo. Feel free to contact us if you need more information.

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