Email Marketing Segmentation: Relevance and Engagement Unleashed
Most businesses imagine their email subscribers should all get the same content. But this approach is a recipe for low click-through and open rates.
Thankfully, many of the top email marketing platforms allow you to create multiple, distinct segments based on criteria that you set—such as geographic location, interests, purchase history, and more. Email list segmentation allows you to deliver the right message to the right people at exactly the right time, increasing the likelihood of a click-through and conversion.
The best way to understand your email subscribers is to look at what they tell you through the metrics available in your email platform. For example, your email marketing software will typically track the number of times someone opens or clicks a link in a particular message—or even within a single message.
If a significant group of your email subscribers aren’t engaging with your content, you can try to reengage them by sending them a series of re-engagement emails.
But there’s also a wealth of information that you can collect through other means, such as web forms or surveys. The key is to ask for only the information you really need, and to avoid overwhelming your audience with too many questions (people tend to get turned off by email marketers that ask for more data than they can reasonably expect to provide).
Demographic data is also useful, especially if it’s collected at the point of contact— for instance, in an online form or survey. This type of data is often a prerequisite for offering certain types of content, such as free shipping or loyalty rewards. It can also help you target your messaging based on your customers’ values or beliefs, such as if they are ardent recyclers, political activists, or frequenters of forums discussing free speech and politics.
Finally, you can also use your email list to segment based on the stage they’re at in their relationship with your brand. New subscribers might benefit from an onboarding sequence with introductory offers, while established customers can be targeted with promotions or VIP perks to keep them coming back.
In addition to the above, you can also use email list segmentation to determine which of your products and services are most popular with your audience. This kind of data can be very valuable for e-commerce retailers, who can then target specific products or offers to different groups of people to increase their chance of conversion.
This approach can also work well for B2B marketers who can send tailored messages based on the industry in which their clients operate. For example, a software provider can segment its email database by industries, and then create a series of emails that promotes the most popular products in each industry. This is a great way to improve customer retention and boost revenue.
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