Email marketing is beneficial for businesses, but targeting an audience can be tricky. One of the most sought after approaches to increase engagement and get more conversions is segmentation. Segmentation allows marketers to send content tailored to specific characteristics of subscribers, ensuring that their messages resonate with their audiences. Such strategies achieve higher open rates, improved engagement, and most importantly, greater revenue.

What is Email List Segmentation?

Segmentation is the process of dividing your subscribers into well-defined groups that have something in common. Instead of sending a single message to each subscriber in your list, segmentation gives marketers the ability to send messages specifically designed for the interests and demands of relevant groups.

Examples of these groups include:

• Location of subscribers
• Customer preferences
• Purchasing patterns
• Customer gender

This not only positions you as someone who knows their customers, but enables your email and marketing strategies to be more effective.

Importance of Keeping Contact Lists in Segments

1. Personalization

Personalization to me is one of the strongest advantages that email list segmentation provides. Addressed groups such as “sports fans”, “lovers of jazz music”, or “cooking enthusiasts” can be sent information that they would appreciate. Does the person on your email list care about the latest trends in Techno? Then surely you will be able to send ads to him related to that and your chances of him purchasing from you is much higher Personalization improves the chances that customers will engage with your content, open your emails, and ultimately purchase what you are selling.

2. Increased Email Open Rates

Your subscribers will not open email, regardless of how good it is, def another content would not work, so your email will fail. Segmentation increases your chances of getting your emails opened. Sending emails with personalized subject lines to recipients increases the likelihood of users interacting with the content. For instance, subscribers looking for deals can immediately accept the discount coupon and redeem for better bargains. This substantially improves chances that your emails get opened.

3. Improved Customer Engagement

With segmentation you are able to deliver content that is tailored to your viewers interests. A customer who has previously bought Fitness Apparel would highly appreciate being emailed about and provided offers on the latest products in store. Ecommerce brands always seek out ways to make more sales, and to do this they need to ensure their customers understand what is being sold. The result is that if customers feel your emails are useful and relevant, they will appreciate it and click through the emails to your site.

4. Boost In Conversion Rates

Carving out specific niches in your email list makes it easier to reach out with content that speaks to prospective customers at their unique buying stages. This method markedly improves the chances of conversion. For instance, it would be wise to send out special offers or discounts for users that have abandoned their carts, thereby encouraging them to complete the purchase.

5. Sending Targeted Emails

An email list that has been segmented accordingly is also one that will not have content that is irrelevant to your subscribers. Bombarding your subscribers with irrelevant emails without segmentation could easily end in complaints to the provider and a loss of subscription to your email campaigns. Selecting the recipients of the email based on their interests and preferences is a good way to avoid spam and junk folders.

Ways To Customer Segment

The email subscriber list can be sliced and diced in many different ways according to specific customer traits. Here are some common methods of segmentation.

1. Demographic Segmentation

Demographic segmentation is where you divide your email list using identifiable traits for personal information like age, gender, marital status, job position, and income. For example, if your products are aimed at new parents, you can send targeted emails to subscribers belonging to a specific demographic group.

2. Your Email Engagement

Analyzing engagement with your emails can provide great detail for segmentation purposes. You could use lists segmenting on the basis of whether people opened your email or clicked on any of the links. Engaged subscribers can be consolidated into a segment that receives increased email communications, while disengaged subscribers can be placed on re-engagement campaigns.

3. Segmenting By Geography

When segmenting geographically, you can customize the email messages to fit a particular timezone or region. For instance, when advertising winter clothing, customers in colder areas would be more relevant. Additionally, there is greater flexibility in terms of particular content geared toward local events, weather, or holidays.

4. Past Buying Behavior

Segmenting based on previous buying behavior allows sending follow-up emails related to products and services purchased by your customers. For example, after a recent purchase of a shoe by a customer, mails concerning accessories to the shoes, or special prices for the additional pair of shoes can be sent to them.

5. Sales Process Status

Segmenting your list helps you customize your emails based on the user. New customers could get a product introductory email while existing customers could receive product suggestions suited to their needs. As for customers that don’t complete their purchases, sending a reminder email with incentive can also help conversions.

6. Buying Behavior/Brand Loyalty

Segmenting based on user buying patterns enables easy targeting. For instance, a user that frequently buys expensive products can be targeted with premium products through email, while a brand loyal consumer can be targeted with promotions or loyalty programs.

Conclusion

Email segmentation is a powerful technique for bolstering your email marketing initiatives. By filtering customers on the basis of a set criteria like age and location, along with purchase history, you can deliver content that resonates with their interests. This not only drives engagement, but also boosts your conversion and enhance sales.

To put it bluntly, if you want your business to benefit from your email marketing, you should start segmenting your email lists right away.

Categories: Email Marketing