A subscriber’s location is an important tool in delivering relevant email campaigns. If you want to give local information or personalize content based on local conditions, you have to first know where your subscribers are. Often times, obtaining this info isn’t easy, so we’re pleased to offer a new option to create geolocation segments– segments based on your subscribers’ locations.
If you want to target people in a certain state or country, or even people living within a certain radius of specific locations, you can do that with the new geolocation segmentation feature. This will automatically determine the subscriber’s location and allow you to create a segment based on this information. You can use this feature even if you haven’t been collecting subscribers’ locations through custom fields when they sign up.
Edge Sender uses a subscriber’s IP address to calculate their location to allow us to offer you advanced features like Worldview and subscriber notification emails. This works by storing the IP address of subscribers when they sign up from a form, or open and click links in a campaign. This information is then cross-referenced with an IP-location database, and Edge Sender then knows roughly where the subscriber is physically located.
You can now use this information in a list segment so you can target your email campaigns by location. So you can segment your subscriber list based on their location being known (or unknown), their proximity near somewhere, or they’re being specifically in (or not in) a location.
Here are a few examples of how you can use this geolocation segment feature:
Targeting People In, or Near a Location
Let’s say you sell swimsuits worldwide. In the middle of January you could target your campaign to customers in Australia, where it’s summer, without sending to customers in the US, who could be living through a harsh winter.
Or, maybe you sell concert tickets for gigs across the US and there’s one coming up in San Francisco. You could use geolocation segments to only send an event announcement to people living near San Francisco.
Targeting People Not in a Specific Location
If you include banner ads in your emails, you might have a specific banner for U.S. subscribers but a generic one for everyone else. You could create a segment targeting everyone not in the U.S. for the generic version.
Targeting People Whose Location is not Known At All
Say you run a business events company and in your weekly emails you feature what’s happening in a subscriber’s city. You could target subscribers whose location is unknown, so you can send them a generic version that covers the top 5 events from across the country instead.
In Edge Sender, location data is currently being collected for everyone who’s ever sent a campaign. So you can get started right now, check out where your subscribers are, and start targeting by location today.
