Isn’t the whole point of strategizing email campaigns is that the company provides relevant content to their email recipients? Yet, this simple process sounds so daunting that we spend hours marking strategies, setting up marketing tools, trying to get access to futile customer data and what not; when all you have to do is swear by one simple strategy that can help you tremendously without creating havoc and panic.
Email list segmentation is all about breaking an email list into multiple groups in order to target different audiences with a tailored unique messages with the help of a marketing campaign. According to certain reports, marketers have found a 760% increase in email revenue everytime they apply segmented campaigns. This is actually an ideal scenario- The more relevant the message, the more likely your subscriber/ consumer is to act on it.
Segmenting your communication is the best strategy marketers can adopt if they wish to improve their email marketing campaign by leaps and bounds. With proper analytics, user data and relevant information, marketers can segment their list in simple ways like gender, geolocation, past purchase, consumer preferences, Industry, interests and so much more! This not only personalizes your customer’s experience but also motivates the right call to action.
Let’s look at a few simple ways through which we can slice our email list into valuable segments based on what we know about each user and in return boost engagement and increase conversion–
- Geographic Area-
One of the most popular and helpful methods of segmenting an email is by the user’s geographical location. This method allows you to engage with customers who not only have the ability to relate to your business but also helps you deduce what your customer might be exactly interested in.This only works best when you are in the vicinity close to the consumer. Avoid marketing to a territory that your organization doesn’t even have a presence in yet.
A tip – utilize the geographic location by localizing subject line with an address of your local presence in the email. This creates value for the customer.
- Past Purchases –
Segmenting your customers on the basis of their past purchase pattern optimises your targeting. If a particular set of your target consumer has purchased from you before, understand the kind of products they bought, the category of the product, when they made the purchase, the need for it and so on. By studying this behavior and utilizing the gathered information you can send them emails that not only cater to their interests but also use it as an opportunity to sell complementary products that could go well with their past purchase.
- Education Level –
There are two ways to deal with this. Either segment your list on the basis of the educational qualification that they hold or on the basis of the information they have on your brand/product. Marketers generally get confused and mix up this criterion leading to disastrous results. The educational qualification helps you decide what level of messaging can the audience understand and apply; whereas when it comes to the amount of education they have on your brand it helps you to know how persistent you have to be in order to move them closer to your desired call of action.
- Content Type –
Many a time marketers have to segment a unique list catering to the content type.This means that the leads or contacts are far more interested in certain content topics than others. Another interesting way to look at it is also the format that you deliver your content in. Some like blogs, some like posts, some like videos and some are only interested in graphics. Just be more certain and less confident in knowing what segments of your list prefers to consume content in what format and deliver it to them via their preferred format. Take a look at what content gets people clicking, and segment your list based on that.
- Inactive Customers –
There is a critical segment list that caters to abandoned and inactive customers. This is the segment that forms the space for improvement. You need to pique their interest and try and recover some of these abandoners back into your sales fold. Figure out ways to re-establish contact and attempt to re-connect with them. Send them a survey form asking for insights to better your messaging, or send them an email that connects emotionally, like “We miss you!” or “Hey, It’s been a long time.” Tip – Cut through the noise by targeting this audience based on their real interests.
Every time a marketer selects a group from its email database, it’s applying email marketing segmentation and therefore they understand best, the complexity and gravity of email list segmentation. Owing to its intriguing pros any marketer can propitiously take an email marketing campaign to the next level, e.g. -a segmentation by subscriber activity can help them identify and send direct messages to loyal subscribers and a followup campaign, on the other hand, can be directed towards not so engaged subscribers. If they can get their segments right and users end up receiving relevant emails packed with information that they actually want, unsubscribing rates will drastically fall down. It is simple, the more value you give to your subscribers, the more responsive they’ll become. Furthermore, personalization of messages leads to appropriate conversions, more purchases, and of course happier long-term clients which is a sign of having a positive impact on the engagement of their users. Because when you understand the reason why they joined your email marketing list in the first place and cater to that your job is half done.
Yet, every month email marketers have to deal with a new email-killing product that hampers their communication from reaching the targeted consumers in ways that best connect with them.to beat this, they just have to be confident enough to use mail segmentation in a way that is right for them.
Therefore, email marketing segmentation is about more than just converting; it’s about understanding your audience better and learning how to better serve them in the process.