Segmentation is a huge success when it comes to email marketing campaigns. Most of the Marketers already know that, but when it comes to applying segmentation strategy some of the marketers are a bit skeptical. Being skeptical could be a good thing if you do your research move on after making an informed decision. But if you get stuck in the same paradox, it could be harmful to you and your business as well.
It has been proven over time that email marketing engagements like opens and clicks can be increased with the help of segmentation. According to MailChimp’s recent user data stats segmented campaigns get 14.64% more opens and 59.99% more clicks than non-segmented campaigns.
If you haven’t already done list segmentation, don’t wait anymore. Try list segmentation on your next email marketing campaign.
We are going to keep it simple and show you some of the best segmentation strategies that you can implement on your email marketing campaigns.
Engagements from your email marketing campaigns are a quite simple way to segment your list which could have a huge impact on the end results.
Opens and clicks are the core metrics of any email marketing campaigns which can be easily accessed from your ESP account.
The idea is quite simple, segment subscribers from your list on the basis of their engagements to your campaign. You can create a segment for subscribers who have opened your email, clicked your CTA, opened but didn’t click, multiple opens, multiple clicks, subscribers who haven’t opened your email in the last 90 days, etc.
Once you are done segmenting your list, create campaigns for each segment intended for increasing further engagements for each campaign.
Data like age, gender, position in a company, and income level tells a lot about a subscribers’ needs and interests. Most of the marketers begin email marketing segmentation is by demographic data.
Try getting as much information as you can in the sign-up process. Select which metrics are important for your business and ask those questions in the sign-up process.
For example, if you are a B2B technology company, Industry, employee size, revenue size are important demographics. Use 1 or 2 demographics factors which are most relevant for your business.
Geography location can be used in many ways – especially for businesses whose location greatly influences buying decisions.
Some of the most common ways you can use geographic data are;
Where a customer shops:
You can send out offers which are specific to the physical store a customer frequently shops.
Advertising regional promotions:
You can send focused campaigns for events happening in a certain store location.
Time-based email messages:
Break your email campaigns as such it sends out at optimum times for subscriber in different time zones.
Personalized travel directions:
Customize directions to a specific store or event based on the subscriber geo-location.
You can use past purchase data to target existing customers and try cross-selling or up-selling in a way that is relevant to those existing customers. The simplest way is by sending out email recommendations for similar products/items.
You can also target a customer who bought something that requires renewal, you can send out focused emails based on their potential requirements.
Position in the Sales Funnel:
Segmenting customers based on their position in the sales funnel is one of the best ways to personalize your emails.
A subscriber who is in the initial stage of the sales pipeline should be getting different focused email than those subscribers who are in the final stage of the sales pipeline.
If you are selling a line of items which have different prices or just one item having different prices based on the usage, then segmenting your customers based the money they have spent is a great strategy.
You can use the money spent data to identify which customers are more likely to buy costly items and which are interested in low-cost items then send out focused email campaigns for each category.
Keeping track of a user on your website is one of the easiest and most effective ways to identify a visitors’ specific interests in your business.
For example, you can break down the list of your website visitor’s based on their interaction on your website, like which pages the visited then send out focused emails. You can encourage those visitors’ to complete their purchase.
You can also send out focused emails based on visitors interaction on your website like;
Pages visitors visited.
Pages they didn’t visit.
Visitors who visited one page but missed another related page.
What videos/content they watched/read (and for how long).
Now, with the help of a few automation tools, you can send out automated focused emails based visitor’s interaction on your website.
Segmentation is now easier than ever! With the help of some simple email marketing services and some creative ideas, you can easily target your audience with the above-mentioned strategies.