Every business wants the same thing from their email marketing strategy – to build stronger customer relationships that result in more traffic and conversions for the long term. Personalization is key to achieving this goal.
Segmenting email marketing lists is the most effective way of personalizing and targeting specific groups of subscribers. With a narrower focus, messages are more relevant to the recipient, which translates to results for your business.
The question that remains is how email lists can be segmented to produce the best results. While there are many ways to break down your list, some are more effective than others.
Here are five of the smartest ways to segment your email list.
Demographics are the details that define a customer. Location, age, gender, and income level are considered demographics, and they can tell you a considerable amount about how to reach your customers.
The key is knowing which demographics are important to your business. For example, a business that sells athletic shoes would be smart to target their emails based on the gender of the recipient to highlight a shoe line that they would be most interested in.
You can’t target by demographic without the right information. Choose important factors carefully and include them in lead generation forms.
The Customer Lifecycle
Each person interacting with your brand is in a specific place in the customer journey. The customer lifecycle refers to the predictable progression a person makes from the first time they interact with your brand through customer loyalty.
It’s obvious that a consumer’s needs will vary depending on where they are in the process. Segmenting according to their position is one of the smartest approaches to email targeting.
For example, a series of welcome emails can introduce your brand to a new subscriber, while an abandoned cart incentive can target a person who is further along the journey, but not quite ready to commit.
Customer Survey Results
Consumers love interactive content. For many businesses, surveys and quizzes are a great way to learn more about their market.
This has a huge advantage for email segmentation!
It’s rarely a good idea to make someone fill out an overly lengthy lead capture form. Your goal at that point is to just get basic information and make it easy for them to sign up. The info train doesn’t need to stop there.
Creating customer surveys that include information you can leverage to segment your list is incredibly effective. To improve the participation rate, consider including an incentive or prize.
When a customer receives an email based on their purchase history, they know that you’re paying attention to them as an individual and have taken the time to anticipate their needs.
For example, a local business that produces all-natural hair products can take an estimated guess as to when a customer would run out of a product and send an email proactively, along with suggestions based on past purchases.
This is also a key strategy for reconnecting with customers who have had a consistent purchase history, but then seemed to fall away.
There’s another opportunity for segmenting lists that’s often left untapped. Segmenting based on email engagement is a way to really focus in on customers that will convert.
Imagine that you’ve sent out an email promoting an upcoming sale. By checking open and click-through rates, you have a better idea of which subscribers are most interested in the event. From there, you can segment new lists based on customers who are already interested and those that need further incentive to engage.
Businesses Need a Segmentation Strategy
Marketers have noticed as much as a 760% increase in revenue from targeted emails. Segmentation is a strategy that you can’t afford to ignore. Contact Quincify today to learn more about optimizing email marketing for your business.
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