Email Marketing Segmentation: Slice Email Database Effectively
Email marketers are usually focused on so many issues when it comes to getting their emails to reach their customers’ inbox. In this article, we will review the best email marketing segmentation strategy that will help to increase conversions.
Some of those concerns are: How not to get blacklisted? How to improve conversions? How often to send an email? There are so many secrets to having success in email marketing and email marketing segmentation is one of those keys. Few of us focus enough on segmentation – yet it’s the one thing that almost always helps to increase conversions.
If you are not familiar with email marketing segmentation strategies, then think about your inbox. Which emails do you usually open? Are they the ones with some random stuff written on them or the ones that offer something you really need? Well, this is what exactly what segmentation means, targeting the right list for marketing the right things to the most receptive people.
According to DMA, 77% of email marketing ROI came from segmented, targeted, and triggered campaigns. Now that we can see how important segmentation is, how to do it effectively? There are dozens of strategies and each of them may work in certain conditions. But let’s first figure out what are the most important basic criteria for any industry.
1. General: Geography, Age, Gender
Information about your customer’s place of living is one of the most powerful criteria for segmentation. No matter if you are an ecommerce store or brick-and-mortar business knowing where your target audience live makes a huge difference. For example, you can segment your email by region, state, zip code or even country to ensure that you will have the possibility to deliver your goods to the potential customers.
People of all ages have access to the internet these days, especially on mobile, which means you could be emailing a college student, a retiree, or even a child. Think twice before sending an email, you never know who may receive it. Knowing the age of your recipients can ensure that you will remove those, who are not your target audience, from the email list.
Segmenting by gender can be useful for retailers, that sell a wide range of special products geared toward a specific gender. However, this criterion should be used together with other types of data, such as geography or age.
2. Personal: Job function, Education Level, Seniority Level
If you are a B2B marketer – gleaning some personal information about your subscribers is essential. There could a bunch of different people and cross-sections in your email list. For example, office personnel or IT-specialists who would expect a totally different style or approach from an email.
You could also segment your list based on the amount (or lack) of degrees that subscribers. If you segment your list based on the level of understanding they have on the topics you write about, you can tailor your lead nurturing content to speak at the right comprehension level.
Sometimes, knowing a job role is not enough. For example, your lead may be the VP of Sales or a sales assistant, this changes your proposal and topic completely, right?
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3. Buying behavior: Past Purchases, Purchase Interests, Buying Frequency, Purchase Cycle
If some of your subscribers have purchased from you before, use that information to send them another email catered and targeted to their interests and buying habits. In such emails, you can also add some featured products or special offers, based on their past purchases or viewing/search habits.
How can you find out about the purchase interests of your target audience if they haven’t bought anything from you yet? Does it sound impossible? Then, simply ask your subscribers! Create simple yet useful surveys offering some incentives to your target audiences, like coupon codes or discounts, in exchange for valuable information.
A good idea is to segment your email list based on how often someone purchases. This strategy can help you reward your frequent shoppers with an invitation to a loyalty program and can provide incentives for those, who’ve purchased only once.
Do certain customers come to you on a weekly, monthly, yearly, or quarterly basis? Or perhaps your business has seasonality trends like spring and fall purchases, perhaps? Segmenting your email list based on a purchase cycle will ensure that you send the right email with an attractive proposal at the right time.
Now, that you have started thinking about how having an email marketing segmentation strategy can help your business, it’s time to implement some of these ideas to your email list, so you send highly personalized email campaigns to your existing and future customers. Experiment and combine various criteria to find your own unique formula for success!
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