If you are a new bud in Email Marketing, definitely you will not be very much familiar with the term Email Marketing Segmentation.
Are you looking to build an effective and targeted email list?
Are you still getting low open rates and click rates?
High unsubscribe rates, worse, you’ve been reported for spam?
Why are you hoping to get responded by sending same emails to your email lists
like (Prospects, One-time buyers etc.)?
Those general emails with no relevancy should be avoided. Since Your ideal customers are not all the same. Some of them will respond to your promotional emails and follow you, but the majority want something more…
Let’s understand What is Email Marketing Segmentation and how will it going to help you to scale your marketing up, at the same time increased revenue in hand through this Blog.
The Basics of Email Marketing Segmentation you should know
What is Email Marketing Segmentation?
The basic idea behind Email Marketing Segmentation is the delivery of relevant content to the targeted customer. Segments are created to make email list’s independent interests, rather than creating one mass message for all.
Email Marketing Segmentation is the process of fragmenting your email lists into different parts or segments according to their behavior. Then, you can deliver a unique message to each individual segment.
Every step taken by you to segregate the target audience will make you think that why should they join your email marketing list in the first place.
After all, the goal of our Email Marketing Segmentation strategy is – “Sending the right message, to the right audience, at the right time.”
You can also read My Blog on Email Marketing: The Right message To the Right person At the Right time to get the basic idea of Email marketing and importance of email marketing in e-commerce.
Why Your Emails need to get segmented?
There are some key points signifying, why you need Email Marketing Segmentation in your business.
∼All Buyers are distinguished
If you are doing some email marketing to your clients and coating them with the same, general message then they wouldn’t be as effective as sending each a targeted email, that utter their specific problems and needs.
∼Your Contacts exist at different levels in the Sales Cycle
Audience requires different types of information and communication (with the marketer) depending on which point they’re at. That would be a huge missed opportunity If you are failing to use email to take advantage of prospects’ differing wants and needs depending on their stage in the sales cycle.
∼Your Email Reputation Will Improve
You’ll reap the benefits of a great sender reputation among your audience. Furthermore, If you think about all the emails you receive as a buyer, aren’t the ones you open, time and time again- the ones whose content always seems to appeal you? Those vendors are likely doing some great segmentation and targeting.
∼A happy customer is a return customer
No more generic emails; they’re lazy, unhelpful, and would be disturbing for your clients. So by segmenting your email sends, you’re saving your customer time and helping them discover products they’ll love. And remember: A happy customer is a return customer.
∼Many found differences in their results
According to Emarketer Website, “39% of email marketers who segment their email lists saw better open rates and 28% saw better email deliverability and earned more revenue.” Marketers know that segmentation of email marketing lists can improve open and click-through rates.
How to implement Email Marketing Segmentation in your Business
How to segment your email list? Here are some approaches, to uplift your sales with your segmented Emails.
Let’s have a look!
Information such as age, gender, company position, Income level can tell a lot about a person’s needs and interests.
The first way many marketers begin email marketing segmentation is by demographic data(age, gender, company position etc.)
Choose metrics which are essential for your business and include those questions in the marketing process.
The most common example can be your website form like recently done by A Brand Ssense they include a link to their welcome email where you can update your email preferences. Then you are directed to the page where they will be asking your gender So that they can give clothing preferences according to the filled field.
It can be your website form.
- Census Bureau data – free to use and a wealth of information.
- Bureau of Labor Statistics – Demographic categories used by the BLS includes gender, age, race and ethnic origin.
- Social Security Fact Sheet – Misc high-level data about African Americans, American Indians, Asians, Women and Young People.
∼Surveys and sometimes Quiz
Some marketers dare to ask details other than email and contact number, it can also be disappointing most of the time but yet marketers select them by conducting a survey asking client’s belief, likes-dislikes etc.
Or sometimes it happens marketers organize quiz in addition, which takes more clients Interests.
∼Categorization of your email list
Segmentation by categorizing active vs inactive users, such as someone who hasn’t opened your emails in three months. You can then create a specialized campaign designed at re-engaging your inactive subscribers.
And categorize them as Interested and non-interested in your list and further clicked, bounced, unsubscribed etc.
∼Geographical Location matters
In Business, locations greatly influence purchasing decisions and marketing experiences. Companies use to take geographical data of the customers, by sending location-specific data or Time-based email messages.
Example: Foodpanda has added a feature in their App where they use to ask the current location on every user sign-up and based on that it displays all the nearby Restaurants and Food Stations.
Now you have fairly segmented your list on the basis of respective Approaches discussed above. You just have to select an appropriate Email template and perform A/B testing to self-analyze the click rates and open rates of your email.
Take a email list and perform Email Segmentation on one, No Email Segmentation on other, send it to your client. See the difference in response, you will feel that list which was fairly segmented responded so well. There is no magic like thing but a right approach. This is Email Segmentation.
Pillars of successful Email Marketing Segmentation
To be successful with email marketing strategies, businesses should be focused on fostering recipient engagement and minimizing unsubscribers, all while maintaining a strong brand image.
∼Timing and Frequency
Take a look at the statistics provided by your email platform and see when readers would be most likely to give some attention to your email and how often you should send emails to your clients.
The time of day users receives emails can directly contribute to performance indicators like open-rate and click-through-rate.
Also Read My Blog on Email Frequency: How frequently you should send emails to your subscribers?
∼Subject Lines are subjected to risk
Subject lines have to be interesting and unique. Your subject line has to convince the recipient that the email contains information or messaging that will improve their lives and/or their business. Email Marketing is effective because it’s targeted at a specific audience or subset of people.
∼Visual Content will work
Since images are vital to the success of an email marketing campaign, you want to make sure they are loading appropriately and quickly for the users. This little effort can go a long way with providing a good user-experience(low exit rate) for recipients.
∼All Devices Optimization
In today’s era of being constantly connected to the internet, the majority of users are on mobile – regardless of vertical.
This actively growing audience is constantly on-the-go and therefore, expects the brands they engage with to understand that. Give it a look through before you launch an email campaign.
Add a bit of personalization to your email marketing platform and see how well it works for you.
If you set up a bot to send out various amounts of information without adding that personal touch, readers could be dismissive of your material for you didn’t show effort in gaining his or her approval. This happens more often than you may realize, and it can be akin to customer services.
Let’s Sum up with!
With a definite and unique set of background, set of interests, and level of experience with your brand, your customers are all lying on different tangents.
Same emails might disappoint your customers with high unsubscribe rates. With Email Marketing Segmentation, it’s easy to personalize your email based on the recipient’s interests, demographic information, and purchase history.
Well, with reading this blog, you must be eager to know the highly effective tools for Email Marketing that will gonna help you to ease your work and set your marketing on fire.
- Creating lists, groups, contact properties
- Automated workflows that save time
- Provides a customized HubSpot for WooCommerce stores, you can customize each user’s exposure to your email marketing flow
- Maximize the impact of every opened message
- No longer need to sit for 24*7 with your system. Instead, send automated replies to your customers
At the end of the day, the thing which matters is providing the best services to your customers, while marking your presence in the market. When you are delivering right, You will definitely go to win!