Today, marketers are aware that email segmentation is key to better open and click-through rates. According to a survey by Mailchimp, segmented campaigns get 14% more opens and 65% more clicks. That being said, it can be tricky to figure out the right way to segment your email marketing list. But first, let’s find out what email segmentation is.
What Is Email Segmentation?
Email segmentation is a strategy that splits up a customer database into smaller groups. Campaigns are customized based on the interests and profiles of users from each group.
New businesses running their first email marketing campaign can simply use the same template for everyone. However, once their customer base expands and diversifies, segmenting the copy you send via email becomes necessary.
How to Perform Email Segmentation?
Here is a list of some of the most effective strategies for email segmentation.
When you begin sending the same product emails to every subscriber, you may lose out on your sales. In order to promote your products effectively, personalization is key.
So, how can you personalize your emails? Is adding the reader’s first name enough? No, it is not.
Go through your subscribers’ purchase histories. Look into the products/services they purchased in the past, which can indicate the type of products they regularly shop. This allows you to offer personalized product recommendations. Once you have customers buying from you, automate sending emails with similar items unique to each customer.
For instance, consider a customer who has bought gaming headphones and a gaming mouse in the past. You can send discounted offers of other gaming components, such as the latest Nvidia graphic cards, to them.
Day and Time
One of the most effective methods to improve the outcomes of your email marketing is to segment your emails based on the day and time you send them. Many brands employ this strategy.
For instance, if you provide a productivity tool for office employees, send your emails during the standard office hours. This way, your message can resonate at a time where they are looking for a solution. The right timing varies for every business, based on their audience.
This strategy is most effective when you know exactly who your audience is and what your product/service is. Analyze both to create a time frame for when your audience generally checks their email.
For the day of the week, avoid sending emails near the end of the week. Send them during the week instead. Keep in mind that many users check their email throughout the week but not as much on weekends.
To find the best time for your users, test sending emails at different times and days. The results can help you make up your mind about when to send certain emails to boost click-through rates and sales.
Position In the Sales Funnel
Segment your list by determining where your audience lies in the sales funnel. Someone positioned at the top of the funnel should receive different emails than those at the bottom.
For instance with new subscribers, generalized welcome emails are needed to give them an overview of the products/features you offer.
But if it has been a longer period of time since they became your subscribers and interacted with specific content (like making clicks to your links), you can leverage this data to identify their interests and send targeted emails on that product/service.
Cart abandonment is a common metric to find users at the bottom of the funnel. These are users that intended to buy from you but stopped for some reason. So, how do you deal with these users? You can send a follow-up email with a reminder — mention that their cart is available or write copy that sheds light on the products they were looking to buy.
If you sell a mix of low-dollar and high-dollar products, the amount spent on them can be a good email segmentation strategy. Leverage customer-expense history to identify customers who will buy affordable items and those who will purchase expensive items. This way, you can send targeted emails containing products that are within each person’s price range.
For instance, you can create a list of sales shoppers — customers who buy more after receiving discount offers. Similarly, you can create a list of VIP shoppers — customers who like to buy premium, luxurious items.
Email segmentation does not have to be hard. You don’t need a lot of resources to do it, thanks mainly to the modern email marketing software that you can integrate with your CRM or e-commerce platform.