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Email Segmentation for Targeted Campaigns – Feels Like Home

I segmented Feels Like Home’s email list based on customer survey data to personalize campaign content for the “For All” product launch. By targeting niche needs like small spaces, pet-friendliness, and in-store promotions, I created tailored content streams. This project reflects my skills in customer segmentation, data interpretation, and strategic personalization in email marketing.

Project Type

Email Marketing Campaign

Date

October 2024

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Project Overview

As part of a hypothetical email marketing campaign for Feels Like Home’s new, affordable furniture line “For All,” I was tasked with segmenting the email subscriber list using customer survey data. The goal was to improve engagement and conversions by delivering personalized content based on individual preferences and furniture-related challenges.

Steps Taken

1. Review and Sort Subscriber Data: I began by sorting through subscriber responses to survey questions that were designed to gather insights into their main furniture challenges, room preferences, and interest in promotions or in-store events. Sorting and reviewing the data gave me a clear understanding of how to align email content with their
preferences.


2. Segment for Small Kitchen Solutions: I identified subscribers who expressed interest in "kitchen/dining room" furniture and listed "small space" as their main challenge. I assigned these individuals to receive a promotional email offering discounts on space-saving furniture solutions, helping to address their specific needs.


3. Segment for Exclusive In-Store Sales: I next focused on subscribers who answered "yes" to both "special promotions" and "in-store events." These subscribers were tagged to receive exclusive emails informing them about upcoming in-store sales events and promotions, enticing them to visit physical locations for deals.


4. Segment for Pet-Friendly Furniture: Finally, I identified subscribers who mentioned "pet-friendliness" as a key concern and were interested in "bedroom" or "living room" furnishings. I assigned these individuals to a newsletter containing tips for protecting furniture from pets, which catered to their unique needs for durable, pet-friendly products.


(Table of data below for reference)

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Key Takeaways

  • Gained hands-on experience in data-driven personalization to boost relevance and response

  • Understood how tailoring content to specific segments improves both engagement and conversions

  • Learned to translate customer preferences into targeted, action-oriented marketing strategies

  • Strengthened collaboration skills by working with social media and paid media teams to ensure consistent audience messaging

Why This Matters

This project showcases my ability to interpret subscriber data, use it to drive tailored messaging, and execute targeted campaigns that align with individual customer needs. These segmentation skills are essential for any results-oriented digital marketing strategy.

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