By Kristi Sayles
Email segmentation is dividing smaller segments of subscribers based on specified characteristics.
Segmentation is usually used to offer more specific emails to subscribers based on their purchases, preferences, and interests.
Segments are created so that each different email list and the independent preferences of that list can be explicitly catered to by the marketer, rather than having one mass message for all.
Many organizations still assume that their email subscribers should all get the same information.
These emails end up being trashed by about half of those who subscribe to email lists.
If all you offer is generic information and suggestions, subscribers don’t get back anything worth their data value.
This is why segmentation is so important.
Segmentation of regional addresses:
Geography is one way of segmenting emails.
Imagine, for example, that your organization is holding a special event.
You submit content to a complete email list that includes both local and distant contacts.
Segmentation of content-related emails:
- What pages did they visit?
- What did they download?
- What instruments did they use?
- What did they order?
Segmentation of behavior-specific email:
- How long do visitors stay on your pages?
- How many pages do they view?
- Are they buying quickly or putting the same
goods into an online cart and canceling them?
Email segmentation of influencers:
This is more nuanced than implied by the title alone.
Customer loyalty is no longer just about sales totals and purchase frequency. It is about who recommends your brand today.
Who has sent you ratings or testimonials?
Who shares your brand on social media sites?
Be sure to thank the influencers and show them appreciation for becoming a spokesperson for your brand.
You could consider sending them free products or services for their loyalty.
Email segmentation of active users:
Just appealing to the right market segments and demographics isn’t enough.
When you want to truly take it to the next level, you need to segment your emails based upon the actions your subscribers take.
For example, by further segmenting your subscribers by email opens, and then sending to those subscribers who open your emails, your open rates are guaranteed to increase.
This is good, but openers do not equal sales.
So the best metric to segment your subscribers by is how many of them are clicking on the links within your emails. This way, your number of clicks will vastly increase for every email you send to this special segment!
There is a book that has been written on this topic which has become an invaluable resource for many marketers, from beginners to multi-millionaire marketing experts. It’s called the “5X Strategy” and it reveals a step-by-step method to utilize email segmentation to boost the profit potential of your campaigns. You can learn more here: https://kristisayles.com/kristi-recommends-5xstrategy
This is a guest post from Kristi Sayles, if you would like to be considered for a guest post please contact me.