You’ve probably heard of email list segmentation if you have much experience with email marketing. However, if this is your first time hearing about it, great! You’ve come to the right place! Whether you are a seasoned email marketer or an email newbie, email list segmentation can be greatly beneficial to your marketing. Grab a seat and settle down, today we are going to review the basics of list segmentation and go over some of the best ways to slice and dice your email list for outstanding results.
Email list segmentation is splitting up your email list into different groups so that you can then send different emails to each of those groups. These groups, or segments, consist of people with similar characteristics. By segmenting your list, you can email different groups content that is relevant to them. Although this may sound confusing, it isn’t. It will take some time and effort, but in the end, it can increase your open, click-thru, and conversion rates. According to an article by MailChimp, segmented emails received a 53.05% higher click-thru rate than non-segmented emails in the past year.
There are numerous ways to divvy up email lists, but here are 4 basic segmentations you can use to split up your email list:
Demographic data usually includes a person’s age, gender, location, job, income, and so on. This is basic-level data that you might collect from subscribers when they sign up or make a purchase on your website. This type of data generally doesn’t change very often, which makes it ideal for segmentation and personalization. However, just because it is basic does not mean it is ineffective. According to a case study by Marketing Sherpa, a clothing company called Johnny Cupcakes saw a 42% jump in CTR, 123% more conversions, and a 141% increase in revenue simply by segmenting their email list into male and female customers.
Once you know who is buying your products or using your services, try to figure out why and how. You can use that data to send your email subscribers relevant emails based on their purchasing behavior. Behavioral data can be based on what people buy, how much they spend, how often they purchase, or other data that you have collected through your website such as website activity, email opens and clicks, and abandoned shopping carts. What did they click on and why did they convert? Use this information to create a relevant email campaign. Behavioral segmentation is a classic Amazon strategy. They observe what their customer is interested in and then pitch them on similar products later on.
With so many options these days, repeat buyers and brand advocates are hard to come by, but they do exist and should be rewarded. Use this data to your advantage and show your frequent buyers you appreciate their business with an email. You could create an email campaign just for repeat customers with a special loyalty promotion.
Segment out inactive users and run a win-back email campaign. A good way to do this is by sending them a promo email using messages like, “We miss you!” or “It’s been a while, how have you been?” with a promotional offer for them. These messages can help reestablish contact and attempt to connect with the inactive subscribers again.
Segmentation is a simple yet powerful marketing strategy. A business of any size can use this strategy. If you still don’t know where to start or don’t have an email list to work off of, do not fear! Email list providers like US Data Corporation can help you customize a highly-targeted email list based on whichever categories, demographics, locations, interests, hobbies, psychological and behavior characteristics, etc., you want. Give us a call at (888) 578-3282 and one of our email marketing representatives will assist you.