“Know your audience” is one of the golden rules of marketing. For example, creating personalized emails for a particular reader is infinitely more efficient than a generalized missive.
After all, it is important to establish a personal connection in order to build trust in an existing and a new subscriber.
What resonates for one reader may fall completely flat for another. If your message is not personal, it is unlikely that a recipient will open it, let alone read it and then act. In fact, the most likely result for any generic email is a first-class trip to the spam folder.
So what is the solution to this? How can you increase email openings, clicks and conversions?
This is where email segmentation can upgrade your email marketing strategy.
What is Email Segmentation?
Email segmentation is about understanding consumer behavior and psychology. In simpler terms, it is about ensuring that the right message reaches the right reader at the right time.
And how do you do that? By dividing your main contact list into smaller segments of like-minded customers with similar needs and preferences.
Using different criteria, you can divide a subscriber list with thousands of readers into different sub-lists. This allows your team to better target the different consumers with customized content that is more likely to land. It increases engagement as the personal content is written for and aimed at a specific group of recipients.
As Inc.com notes: 1
“A company needs to use market research techniques to find similarities between customers’ preferences in a market. Ideally, customer preferences will fall into different clusters based on identifiable population characteristics. This means that if the customer’s requirements were plotted on a graph using certain properties or segmentation bases along the axes, the points would tend to form clusters. ”
There are dozens of potential benefits to email segmentation, the first of which is:
Increased open rates Reduced cost of customer acquisition Greater email relevance Reduced opt-out / unsubscribe prices Better delivery capability Increased sales lead Greater revenue Improved customer storage Lower spam response
Email Marketing Segmentation Tips # 1: Know the types of segmentation bases
Knowing how to segment a market is not a straightforward task. Done right, it can improve the effectiveness of your marketing campaign and sales efforts. Did bad, and it can result in wasted marketing dollars and lost opportunities to reach a new subscriber.
As Forbes notes, 2 “If you do not spend time thinking about your audience and gathering a little intelligence about their needs and challenges, you are less likely to get the result you want.”
Therefore, it is useful to divide segmentation according to categories:
Demography – Demographic segmentation is the most typical segmentation base as it is quite easy to measure and categorize. Such factors tend to be strong indicators of consumer preferences. They include: Age Gender Religion Family size Education Socioeconomic status Job Geographical location- Where a person lives can affect the products or services they want or the message they respond to. Common variables include: Country City State Population Density Language Climate Psychology – Somewhat more difficult to measure may represent underlying factors that motivate consumers to make a purchase or take action. They include: Brand loyalty Values Product utilization rate Commitment levels Placement in the sales funnel Personality Lifestyle Income level Behavioral – In behavioral segmentation, you can also break down consumers by the actions they take. This includes: Buyer stage Benefits they are looking for in a specific product or service Buyer’s intent User status Commitment phase in the buyer’s funnel
In all likelihood, you will pull a combination of bases to tailor your segmentation to your product. Although it is possible to go after a singular variable, a multivariate grouping will almost always be more useful and efficient.
List Segment Tip # 2: Choose the right email segmentation tool
Focus groups are often seen as a marketing tool – one that has been replaced by Big Data.
Now there are powerful automated tools that can help you conduct your market research, collect data, categorize it, and then analyze it. Ideally, you want a segmentation tool that gives you plenty of customization options and makes it easy to segment groups into logical bases.
Email tagging is a powerful tool that helps you organize contacts according to consumer behavior and interests. For example, you can tag consumers by their job title, the links they click on, blog articles they read, items they buy, or by more descriptive demographics. Or you can segment by the latest buyer actions such as:
Register source Customer type Customers who have bought in the last 30 days Customers who have not bought in the last 30 days or even 90 days
From there, you can further optimize segmented emails by studying how members of these groups respond to messages. So next time, you can further shut down the list segmentation to those who are most likely to act in a particular way or respond to a particular message.
Email Segmentation Tip # 3: Start Slowly and Easily
You do not have to create dozens of multivariable segmentation lists just outside of bats. In the beginning, it is better to start simple. Your first few segmentation groups allow you to start testing and see what works or doesn’t work. If you throw too many variables into the equation from the beginning, it will be difficult to determine the underlying problem (if there is one).
In the same way, this allows you to familiarize yourself with your automated solution. As your team becomes more familiar with the technology and better understands how consumer subsets respond, they can then begin to go deeper.
List Segment Tip # 4: Create emails that target specific segments
Now that you have segmented your target audience into groups, the real work begins.
Thanks to segmentation, you have a better idea of what type of messages will resonate and what kind of items you need to send. Tips for this include:
Using personal and relevant e-mail subject lines Using force words Writing a copy that is interesting and engaging Tailoring messages to the segments Keeping messages short Including social media as a chance to share content
Whatever you do, avoid using generalized email copy that is sent out to all segments. It eliminates the whole point of breaking them up. Remember what one audience deeply cares about, another might not even bother to open. It may take more work to create several forms of a similar email, but it is worth the extra effort. Other tips to keep in mind when structuring your emails are availability via email and A / B testing via email.
Email Segmentation Tip # 5: Best Practice for User Setting
Customizing emails requires you to take advantage of the data you have available. You need to understand the needs and wants of consumers and then address them with your message. By segmenting, it is easier to hit common features that sub-segments have. But you can take this a step further:
Browse Browser and Purchase History – When it comes to purchasing recommendations, customers prefer recommendations based on their relevance. According to Business Insider, 59.4% of adults said they would most likely shop on a marketing email suggesting a product based on their purchasing history. 3 People Love Deals – The same survey conducted by Business Insider said that 64% of US consumers said they would most likely open an email if the subject line contained an advertisement or an agreement. 33 Consumers are ready to act as long as the right incentives are in place. Embrace Automation- There are a variety of automated emails you can configure for if-then scenarios. For example, if a customer abandons a cart, you can send an email reminding them of it later. Or, if you know your customer’s birthday, you can ensure that a congratulatory email is sent containing a birthday special.
Email Marketing Segmentation Tip # 6: Collect data on an ongoing basis
Once you’ve segmented your audience and created emails tailored to each group, it’s time to tap send. Only then can you begin to measure the impact of your efforts.
As you do, it is important that you keep collecting data on both leads and customers. The more data you collect, the better you will be able to optimize segments and content.
Similarly, each subsequent email campaign allows you to continue testing and optimizing. Over time, both your automated system and marketing team will gain a better understanding of who your audience is, what they respond to, and how you win them over.
Optimize your email marketing
Email marketing is one of the many valuable tools in your arsenal. And segmentation helps your message become much more effective. It allows you to reach the right audience with a message that is tailored and clearly intended for them.
But even with automated applications, proper email segmentation and campaign optimization can be challenging, especially if you are inexperienced. Sometimes the best game plan is to outsource these tasks to the experts.
Here at Marketing-Ideas, we can provide you with a full-service email marketing strategy and implementation that segments your lists and helps you generate the most ROI possible. This includes fully stacked email campaign creation, strategic campaign development, and turnkey marketing automation.
How does it look? Contact our digital marketing agency today to find out more about SMS marketing and SMS compliance.
Inc. Segmentation. https://www.inc.com/encyclopedia/market-segmentation.html Forbes. Communicates respect: Know your audience. https://www.forbes.com/sites/forbescoachesco Council / 2018/05/16 / communicating-respect-know-your-audience /? sh = 603dcdf54067 Business Insider. Consumers are looking for relevance, personal benefits and the ability to shop in emails. Https://www.businessinsider.com/what-matters-most-to-consumers-regarding-email-2020-11