What exactly is email segmentation? (+ 5 ways to utilize it correctly) |
What is segmentation of emails? Segmenting your email lists will aid in increasing open rates, keep subscribers engaged, and reach more mailboxes. This is how you can do it.
What's going on?
If you're constantly sending out emails to everyone on your list this could be the reason. Your target audience is composed of individuals, and they expect you -- and every business they interact with -- to treat them accordingly.
The good news is you don't have to create a meticulously customized email for every single customer.
Instead, use email segmentation. By segmenting your list of email addresses it allows you to provide your subscribers the content they desire, which means higher email engagement, fewer unsubscribes and more satisfied customers.
But first, let's make sure we're all on the exact same page regarding the definition of email segmentation.
What exactly is email segmentation?
Segmentation involves dividing your email subscribers into smaller groups -- a.k.a. segments according to a set of guidelines.
Instead of sending the same message to all their subscribers marketers can instead send targeted emails to their subscribers according to the demographics of a particular segment, their interests or purchase histories, and many more.
What is it that makes segmentation of emails important to your email marketing plan? Keep reading to find out.
Why should you use the email segmentation feature?
Email marketing is one of the most cost-effective and efficient marketing tools:
59% of marketers use email as the top source of revenue.
Email drives 174 percent more conversions than social media.
The ROI of email marketing is that is around $40 per $1 spent .
...but only when you are using it right.
More than ever before, consumers expect a personalized experience whenever they interact with the brand. Email is no different.
74 Percent of marketers say personalization increases engagement.
72% of consumers only engage with marketing messages that cater to their interests.
Relevant emails drive 18 times more money than generalized broadcast emails.
63% of users are extremely annoyed with the companies who send out generic messages.
51% of email marketers say that email list segmentation is the most effective personalization tactic.
This is the point where segmentation plays a role.
Segmentation lets you send different emails to different subscribers based on their interests and past behaviors, as well as where they are at in the sales process, and much more.
For example, you don't need to send an welcome email to a long-time loyal customer, or promote an event in your area to someone who is halfway across the world.
In addition to annoying one subscriber, you can even harm your email deliverability.
Deliverability is the measure of how many of your messages get to subscribers' inboxes .
Email service providers (ESPs) as well as inbox service providers (ISPs) are trying to make sure that unwanted emails don't end up in the users' inboxes. Therefore, they track a bunch of engagement metrics related to email for each sender. These include:
The Doors Open
Clicks
Unsubscribes
Bounces
Spam Reports
Simply put In a nutshell: If your readers browse and click the links contained in your emails, that's great to ensure that your emails are delivered. If they delete your emails and don't read them, or mark your emails as spam, it may affect the delivery of your emails.
If you're receiving too many spam complaints, ISPs can block your email completely.
"Think of email engagement as a type of trust gauge. If your emails are characterized by an overwhelmingly positive response mail providers see them as trustworthy senders and reward you with improved quality of delivery," explains email compliance analyst Robert Colomberti. .
What is this all got to do with to relate to segmentation?
When you divide your list of email subscribers, you can send emails that are tailored to your subscriber's interests. When you are sending relevant and targeted emails, you can stay clear of the number one reason people report emails as spam.
If it's about delivery, engagement with email is about quality, not quantity. Segmentation helps you concentrate more on subscribers who are engaged and less on inactive users who are unlikely to become customers.
"Sending to active contacts means more positive email engagement And more positive email engagement means better delivery," Robert shares.
OK, now that you understand the reasonsemail segmentation is a must-have now let's get into details of.
How to segment your email list (5 expert email segmentation strategies)
The more information you gather regarding your contacts, the more straightforward it will be to separate your list of email addresses.
That doesn't mean you should create endless email segments just for the sake of it.
Sure, it's easy to get a bit overboard and add a segment for each demographic, geographic psychological, psychographic and behavioral criteria that exists .
But the more segments you create that you create, the more effort you make for yourself in particular if you plan to send different email marketing campaigns to every group of customers.
Instead, think about what makes each segment unique:
What influences their buying decision-making?
What is it that makes them stand out against their competitors?
What challenges do they come through while trying to achieve their goal?
What do they are most interested in learning about?
With those questions in mind Here are five effective methods to segment your mailing list to go beyond geographic.
1. Provide lead magnets for them to find out their interests and needs
Once you have created multiple lead magnets, start sorting your subscribers according to which lead magnet they download.
Take Ryan of Signature Edits as an example. Signature Edits provides presets, templates, as well as training to their audience of photographers.
Ryan is aware that photographers face many different issues. Therefore, he offers two lead magnets for his readers: a free sample of his candid pose guide and an free set of photo editor presets .
When someone downloads one of the lead magnets Ryan sends them follow-up emails to tell them more about how his services and his company can help them succeed.
If, for instance, someone signs up for the presets for photo editing, Ryan knows that editing is a point of interest and even a pain point -to that individual. Armed with this information, Ryan can confidently promote his editing software to the lead.
Ryan hosts his lead magnets via his website, making it very easy to make segments based on lead magnet downloads.
This is how it works:
From your dashboard, go to The Email tab. Select "Create" and choose "New broadcast".
Give your email a subject line. Next, select which recipients are going to receive your mail.
If you have a digital product or membership -- either available for purchase or free -- you can choose the people who have downloaded or purchased that product as your recipients.
Every customer who (1) have signed up to your list of email addresses as well as (2) have bought or downloaded that item will receive your email. That's it.
Try it out for yourself with a free account.
If you're lacking the time to create numerous lead magnets, do not worry. There are plenty of other ways to segment your list -- including our next point.
2. Customize messages to the user's awareness stage
Another way to segment your email list is by which subscribers belong to the sales or marketing funnel.
The marketing funnel depicts a prospective customer's journey from their first interaction with your company until they make a purchase.
Where a lead is within the funnel is based on their level of familiarity with your brand or product and how close to making a purchasing decision.
Different marketers split their marketing funnels in different phases, which includes those who have five stages of awareness :
Really unaware:They don't know they suffer from a.
Trouble-awareThey are aware that they've an issue but do not have the knowledge to solve it.
Solution-oriented:They know there are solutions, but don't know the solutions to your problem.
Products-awareThey have heard about the products, but they don't know what it is that will help their needs.
Most aware:They know about your product and may be considering purchasing the item, but require additional information.
If you know the awareness level of a subscriber and stage, you could send them personalized emails according to the information. (Personalized emails result in the conversion rate 6 times higher than emails that are not personalized and are definitely worth it.)
For example, a solution-aware leader knows there is a solution to their problems, but they need to be educated about your product. Utilize your email's copy to build this subscriber's confidence in your ability to help to achieve their goalsas in this template for email:
Hello [first name],
Have you ever struggled with the issue?
In an approach that causes you to feel emotion.
If yes, you're not alone.
This is the solution:
[Step 1]
[Step 2]
[Step 3]
Yes, there's more however, it's not too much.
This is it.
Hallelujah for the simplicity of procedures.
If you'd like to know more about it, go to our "link resource page".
Copy the clipboard to your computer[signature]
What happens when a customer gets to the end of the funnel and becomes a client? Our next segmentation strategy is the right way to do it.
3. Consider their purchase history
The upselling process encourages consumers to purchase the latest version of your product, while cross-selling recommends a item or service that is compatible with what they already purchased.
One of the creators who make the most of the upsell opportunity can be Reuven Lerner .
Reuven is an engineer of software, who turned his training company that was based in the offline world into online classes for all level, including an "Intro Python" course for beginners.
"If you offer a variety of courses -- intro advanced, intermediate, advanced- then you have the chance to sell an additional course since if they really enjoy your introduction course They will beg to offer an advanced level course... Then they'll be saying"You know what? I'm going to purchase every single one of them.'"
Reuven is able to target satisfied customers who've completed his introduction course, and suggest to them sign up for a more advanced course. It's a staggering 75percent of consumers tend to purchase if they're provided with specific product suggestions.
And building that kind of customer loyalty is an excellent for business:
52% customers go the extra mile to purchase from brands they're loyal to.
Return customers have nearly nine-times more likely to convert than a first-time shopper.
It may cost more than seven times greater to attract an additional customer than it does to keep an existing one.
Similar to lead magnets, makes it easy for authors such as Reuven to group customers according to their purchase. If you want to create an email blast you can simply choose the name of the product in "Recipients".
Like before, all customers who (1) have subscribed to your list of email subscribers and (2) who have bought that item will be sent the email.
In a nutshell, when you know what your readers have bought (and enjoyed), you can send them emails with specific recommendations, and convert your subscribers into loyal customers.
4. Make use of interactive content
Interactive content is all types of content that requires active engagement from users. It's fast becoming one of the most popular and engaging forms of content marketing: 88% of marketers claim that engaging content aids them in distinguishing their brand from the competition.
Plus, interactive content produces nearly twice the engagement rate of static content.
Creator Minessa Konecky of Direct to Success uses interactive games to attract and connect with potential leads.
Minessa created a lead generation quiz " What's Your Business Blocker? ", using Interact Quiz Maker. Interactive Quiz Maker .
If someone is able to take her quiz, Minessa segments them into the following three groups:
Overwhelmed:Small business owners who have too many things on their plates and aren't sure how to manage their time.
Professional midlife:Entrepreneurs who have learned what they should know yet aren't quite sure how to integrate actions to a strategy.
Perpetual Procrastinators:People who understand what they need to do however, they are unable to get it done by themselves.
Based on the group each lead falls into, Minessa moves them through the funnel, sharing one of three free mini-courses addressing their specific problems.
When her leads are reach the end of the funnel, Minessa introduces the leads to her offerings and encourages them to either make a purchase or join her membership, The Squad Academy .
By bringing in leads with interactive content Minessa provides a personal experience beginning with the very first email subscribers receive through the entire customer journey.
Before we wrap up, I have one final segmentation strategy to share with all of you. It's entirely thanks to my mother.
5. You can ask them to tell you what they would like.
The most helpful advice I've received is "it never hurts to ask." (Thanks Mama!)
This is a great piece of life advice -- and it applies to figuring out what your target audience is looking for, too. An online survey on segmentation will help you determine what type of content your subscribers want to receive.
"Even asking a single question can help gauge an curiosity, desire or desire of your subscriber," explains digital marketing pro Erik Harbison . "This can only help you decide on a better way to approach your message, cadence of sending, and expectations."
The welcome emails you send out are the perfect opportunity to ask your new customers what content they want to receive. In the end, they're basically the top email marketers:
The welcome emails of your company can be sent out with up to a 91.43 percentage of open rates .
New leads are most active within 48 hours of subscribing.
Welcome emails have an average of 4x the opening rate and 5x the rate of clicks (CTR) of a standard campaign.
Check out this welcome message from Sleeknote , for example .
The Sleeknote blog is focused on online marketing, however their readership is comprised of a range of entrepreneurs and businesses. When new customers are asked to provide their personal information, the Sleeknote marketing team is able to break the subscribers into four categories:
Ecommerce
SaaS startups
Agencies
Online marketing newbies
In return, customers get content that is tailored to their role and interest, which helps them get the most value from your Sleeknote subscription.
If you're concerned about offending your customers with their feedback, keep in the mind the fact that 90% of consumers have a more favorable view of businesses that give customers the chance to give customer feedback.
The bottom line is this: When in doubt Ask your customers what they want. They're likely to be happy to provide you with their feedback.
Send your email marketing campaigns to the next level by segmentation
Overall, segmenting your email list is an excellent option to deliver the perfect message to the correct recipients at the appropriate date.
When you segment your email list, you can create an experience tailored to your needs that converts prospects into customers, and keep returning to get more.
For a recap, here are five methods you can divide your subscriber base:
Create lead magnets that meet various needs. Then, segment based on which one your subscribers download.
Tailor your messaging to where an individual lead can be found in the marketing funnel. Utilize 5 stages of awareness -- and our handy templates for sending email campaigns that hit home.
Use your customers' purchase history to provide individual product suggestions.
Create interactive content, like a quiz, that helps to better understand your prospects and clients.
Ask your subscribers what types of content they want to receive. A short survey can make a difference.
It might take some trial and error, but once you get your groove you can expect to see the engagement of your customers, sales and brand loyalty increase.