You may not need to segment your list when you initially start building it. Maintaining small email lists is simple. A one-size-fits-all email strategy, on the other hand, will not work when your email subscriber list grows. It’s difficult to appeal to a large audience. The more people you have in your audience, the more difficult it becomes. You can keep sending emails, but you’ll lose the capacity to engage your users at some time. You’re communicating with brand early adopters and people who are enthusiastic about your purpose. These people were already on board before you reached out to a larger audience.
What are email segments and how do you use them?
Email segments are groups of email subscribers determined by demographic criteria, such as geography or the number of times they’ve clicked on an email recently. You may develop customised content that will resonate with your whole audience by segmenting your emails in your marketing platform.
Email segmentation tactics can boost total income from email marketing for some businesses.
Email segmentation is a method for increasing income by allowing marketers to customise the customer experience. You may customise your brand’s eCommerce experience for different types of customers and collect Customer-First DataTM that helps detect behavioural patterns using email marketing platforms. You’ll also see an increase in revenue.
For more relevant messaging, collect product preferences via forms.
Do you provide a variety of products? Allow your subscribers to opt-in to receive emails based on the categories that are most relevant to them. If you offer both bicycles and scooters, for example, many of your subscribers may be interested in one but not the other. This implies that your emails announcing your new scooter launch, for example, aren’t truly relevant to everyone. They may choose not to open it, click on it, or interact with it at all.
What are the behaviours of your subscribers on your website and in your emails? Do they regularly click on certain links? When do they open your emails and on what days of the week do they do so? This data can assist you in determining when to send emails to certain subscribers.
Birthday Group depending on their birthdays, customer anniversaries, and other events. You can gain their business if you send them a customised email to honour their birthday and possibly include a deal.
Subscribers are divided into groups based on how often they click on the call to action link in your emails. These are the most engaged folks, and they should get more actionable emails.
Hobbies and passions
The sorts of emails your subscribers open might provide you insight into the types of information they want to see in the future.
This sort of segment is ideal for B2B companies that deal with a variety of sectors. Divide your consumers into groups depending on their industry so you can give them material that is relevant to their needs.
Knowing the job title of a subscriber can also assist you decide which emails to send. Some subscribers are likely to be end users, while others are likely to be decision makers. It’s possible that the sorts of emails they’ll be looking for will differ.
Allow your audience to select the best email marketing campaign for them.
Almost every company sends out a variety of email marketing campaigns. Here are a few examples:
- Newsletters that share your content and, on sometimes, the founder’s opinions
- Sales emails that aim to promote the purchase of popular things, or older stuff that you need to get off the shelf
- Sales emails that try to encourage the purchase of popular items, or older merchandise that you need to get off the shelf
Make it a consumer desire to get emails on a regular basis.
Maintain proper email and text message hygiene. Because your consumers are likely to be inundated with communications, ask them to pick their desired email or text message frequency when they sign up.
You have various options for prompting your consumers. Make a pop-up form that will show when people sign up for your newsletter for the first time. Alternatively, have the pop-up form display throughout the checkout process so you may inquire about how frequently they would like product delivery updates. You may even inquire how frequently they want to hear from your company in an email. Few companies provide these alternatives, instead presuming that they know their consumers’ tastes better than they do.
Use geographic information to target your message to certain locations.
If you have a worldwide audience, demographic segmenting your ads by time and place can help you attract new consumers and boost click-throughs.
The time of year might also have an influence on your sales. When your subscribers are able to take advantage of a seasonal offer, send a campaign publicising it. You wouldn’t sell your new line of winter apparel to your Australian audience during the months of November to January, for example, because it’s summer on their side of the world.
It’s not only about the weather when it comes to segmentation by region. Consider this: a newsletter on fashion trends in the United Kingdom would most certainly differ from those in the United States.
Consider your subscribers’ previous purchases when segmenting your list.
Segment your email list based on common subscriber characteristics such as purchase frequency and other buying habits. Include targeted email content that creates trust through social proof, such as user-generated content (UGC) and customer evaluations, for a subset of subscribers who have never made a transaction.
Parade, an underwear brand, presents a five-star customer rating in large, strong characters in an email marketing campaign. This encourages non-buying subscribers to open the email and learn more about the company’s offerings.
Demographic data may be used to personalize email list segmentation.
Do you sell both men’s and women’s clothing? Then you could observe that some of your subscribers buy gendered variants of your items, such as women’s sweaters. Consider segmenting your male and female subscribers if this is the case.
Remember that gender-based segmentation might not be applicable to your product. Customers may be interested in your items even if they aren’t normally promoted to women. Wilkinson Sword, a prominent UK razor brand, allows customers to choose which gender category is most appropriate to them: When consumers sign up for the brand’s newsletter, they are asked if they want to hear about razors for men, women, or both.
To deliver more relevant emails, keep track of the amount and value of your purchases.
Recognize and thank your VIP clients for their commitment. You can accomplish this by segmenting customers depending on how frequently they buy, what they’ve bought previously, and how much they’ve spent. How may VIPs be rewarded? Here are a few suggestions:
- Early access to new goods is available.
- Access to sales ahead of time
- Deeper sales reductions
- Only for them, a limited-edition product is released.
MATE is a sustainable apparel company. The Label sends a nurturing email to its loyal clients that kills two birds with one stone: It teases a new product introduction and gives repeat consumers who sign up for their SMS list early shopping access.
Use email (and SMS) interaction to your advantage.
You may prioritise who gets what content by creating segments depending on how frequently your subscribers open emails.
Highly involved audiences are more likely to seek regular contact, but less engaged audiences are more likely to require a high-value message, such as a sale, to motivate them to act. Here are three examples of email segments depending on engagement:
- Subscribers who have opened OR clicked on an email at least once in the past 30 days are considered 30-day engaged.
- 60-day commitment: Subscribers who have opened or clicked on at least one email in the last 60 days
- Subscribers who have never opened or clicked on an email are considered unengaged.
Customer satisfaction should be taken seriously—very seriously.
You may show your clients that you care about their experience by providing categories for both positive and negative customer feedback.
Customers who have given your business a positive review (four or five stars) have already formed an opinion of your company and may even tell a friend about it. You may now send them encouraging notes, as well as a referral coupon that they can share with their friends.
It’s a little daunting to narrow the target for your automated emails and one-off ads. What if you leave out someone who would have bought something? That’s very understandable. However, the more you play with segmentation in your marketing platform, the more you’ll see that providing customized content for a certain demographic boosts email engagement and income. What would you do if your sales increased by 60% or 820 per cent as a result of email marketing? What if 39% of subscribers responded to your segmented email campaigns?