What is email segmentation? (and 5 methods to use it right) |
What is email segmentation? Segmenting your email lists will help you boost open rates, keep subscribers interested, and get to more email inboxes. Let's see how to do it.
What's the matter?
If you're sending each email to everyone on your list this could be the reason. Your target audience is composed of people, and they want you -- and any business they do business with -- to treat them as such.
This is the best part that you don't have to craft a laborious, personalized email for each and every subscriber.
Instead, use email segmentation. When you segment your list of email addresses it allows you to provide your contacts the relevant content they desire, which means greater email engagement, less unsubscribes and more satisfied customers.
First, let's be sure we're all on the same page about what email segmentation is.
What is email segmentation?
Segmentation refers to the procedure of splitting your subscribers' email addresses into smaller lists -- a.k.a. segments, based on set criteria.
Instead instead of sending the same emails to everyone on their list, email marketers can send more relevant email content to their subscribers according to segments' demographics, preferences as well as purchase history and much more.
Why is email segmentation important to your email marketing plan? Keep reading to find out.
What are the benefits of using segments of your email lists?
Email marketing is one of the cheapest and most effective marketing methods:
59 percent of marketers use emails as their primary source of return on investment.
Email is the driver behind 174 per cent more conversions over social media.
The ROI of email marketing is of around 40 cents for each dollar spent .
...but only if you use the correct method.
Today more than ever people expect to have a customized experience every time they contact the brand. Email isn't an exception.
74% of marketers say personalization increases engagement.
72% of consumers are only interested in marketing messages that target the interests of their customers.
Relevant email campaigns generate 18 times more money than broadcasts that are generalized.
A majority of consumers are highly annoyed by brands that send generic messages.
51 A majority of email marketers believe that email list segmentation is the most effective method of personalization.
This is where segmentation plays a role.
Segmentation allows you to send various email messages to distinct users based on their interest or past behaviour, the place they are in the selling process, and much more.
As an example, you might not want to send a welcome email to a long-time loyal customer, or promote the date of a local celebration to someone halfway around the world.
In addition to annoying only one subscriber is annoying, you could be causing harm to the quality of your emails.
The term "deliverability" refers to the number of your emails make it into subscribers' inboxes .
Email service providers (ESPs) as well as Inbox service providers (ISPs) seek to be sure that unwanted emails don't make it to users' inboxes, so they keep track of a variety of metrics for engagement with emails about every sender, including:
It's Open
Clicks
Unsubscribes
Bounces
Spam report
In simpler terms Simply put, if your customers are able to open and then click on the links contained in your emails, that's great for your deliverability. If they unsubscribe from your email in the absence of reading them or mark your emails as spam, it could affect your deliveryability.
If you have numerous spam complaints ISPs can end up blocking your emails altogether.
"Think of email engagement as a trust-meter. If you send emails that have significant levels of engagement, mailbox providers view you as a credible sender and award you with increased delivery rates," explains email compliance analyst Robert Colomberti. .
What does all this have to have to do with the concept of segmentation?
When you divide your mailing list and send targeted emails, you will be able to create a list tailored to your subscribers' preferences. If you're able to send pertinent and targeted messages, you'll stay clear of the number one reason individuals report email as spam.
In terms of deliverability, email engagement is focused on quality and not quantity. Segmentation helps you concentrate more on subscribers who are engaged as opposed to inactive subscribers that aren't likely to turn into customers.
"Sending to active contacts will result in more positive engagement with your emails as well as more favorable email engagement will result in better deliverability," Robert shares.
OK, now knowing whyemail segmentation is essential now let's get into how.
How to segment your email list (5 expert email segmentation strategies)
The more information you gather about your contacts, simpler it is to break down your email lists.
That doesn't mean you should create endless email segments just to make a point.
It's not difficult to get a bit overboard and include a segmentation for any demographic, geographic, psychographic, and behavioral criterium available .
But the larger the segments you make that you create, the more effort you'll be able to handle, especially if you want to distribute different email promotions to all groups of customers.
Instead, think about the characteristics that make each segment distinct:
What are the factors that influence their purchasing decisions?
What is it that makes them stand out from their peers?
What obstacles do they run into while trying to reach their goal?
What are they most keen to learn about?
In the event that you have questions, here are five pro ways to divide your list of email addresses beyond region.
1. Lead magnets can be used to discover about their needs and interests.
Once you have created many lead magnets, begin segmenting subscribers based on which lead magnets they downloaded.
Take Ryan of Signature Edits as an example. Signature Edits provides presets, templates, and training for their target group of photographers.
Ryan is aware that photographers face many different issues. Therefore, Ryan has two lead magnets including a copy of his candid-posing tips as well as the Free pack of image edit presets .
After someone downloads one the lead magnets, Ryan will send them follow-up email informing them of how his products and brand will help them achieve their goals.
In the case of a person who decides to join the photo editing presets, Ryan knows that editing can be a source of fascination -- or even a pain point -to that individual. Armed with this information, Ryan can confidently promote his editing software to the person.
Ryan presents his lead magnets on Twitter , making it easy to build segments around the lead magnets downloaded.
This is how it is done:
In your dashboard, navigate to The Email tab. Click "Create" and select "New Broadcast".
Give your email a subject line. Then, choose which subscribers are going to receive your mail.
When you host an online product or membership on -- whether to be sold or offered for free, you may choose the people who have bought the item or downloaded it to be your customers.
Customers who (1) are subscribed to your mailing list, as well as (2) have bought or downloaded the product will be notified via email. That's it.
Check it out for yourself with a free account.
If you're not able to create numerous lead magnets, do not worry. There are plenty of ways to segment your list and include our next point.
2. Customize messages to the user's awareness levels
Another method to separate your mailing list is to look at where subscribers fall in your marketing or sales funnel.
The marketing funnel maps a potential customer's experience from the moment they first interact with your brand to the moment they purchase.
What stage a lead is placed in the funnel depends on how well-versed they are with your company or its products and how close to making a purchasing decision.
Different marketers divide their marketing funnels in different phases, which includes the the five phases of awareness :
Really unaware:They don't know they are suffering from a.
The problem-aware person:They know they have a problem, but don't know how to fix it.
Solution-aware:They know there are solutions but aren't aware the solutions to your problem.
product-awareThey are aware of your products, but they don't know whether it's the right solution for their needs.
Most aware:They know about your product and are considering buying it, but they need additional information.
If you can determine a subscriber's awareness stage and stage, you could create personalized messages based on that information. (Personalized emails have high conversion rates 6 times higher than those sent without personalization, so it's definitely worth the effort.)
A solution-oriented leader knows there is a solution to their issues, however they still need to learn about your product. Use your email copy to build this subscriber's confidence in your abilities to assist them meet their goal -as in this template for email:
Hi [first nameHi [first name,
Are you a person who has struggled to solve your problem?
That is, in an approach that causes you to feel emotions.
If yes, you're not the only one.
Here's the fix:
[Step 1]
[Step 2]
[Step 3]
Sure, there's a little additional information however, it's there's not too much.
This is it.
Hallelujah for the simplicity of processes.
If you're interested in learning more, just head over to our link resources page.
Copy and paste to clipboard[signature]
What happens after a client gets to the end of the funnel before becoming an actual customer? Our next segmentation strategy is the way to go.
3. Be aware of their purchasing history
The upselling process encourages consumers to purchase an upgraded version of your product, and cross-selling suggests a solution or product that matches that which they've already bought.
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 courses for every degree, which includes the "Intro Python" beginner's course.
"If you have many different courses -- including intro advanced, intermediate, advancedand you're able to create the chance to sell an additional course as if your customers really love your intro course and want to upgrade, they'll beg for an advanced course... Then they'll say"What do you think? I'm going to purchase every single one of them.'"
Reuven could target customers who have already taken his introduction course, and suggest that they sign up for a more advanced course. A staggering seven-quarters of customers tend to buy if they're given personalized product recommendations.
In addition, building this kind of customer loyalty is good business
52% of buyers go over and above to buy from companies they're loyal to.
Customers who have been customers for a long time have nearly nine-times more likely to purchase as compared to a first-time buyer.
It could cost as much as seven times more to acquire a new customer than keeping an existing customer.
Like lead magnets, this makes it simple for designers such as Reuven to group customers according to their purchase. If you want to create an email blast just select the title of the product in "Recipients".
Like before, all buyers who (1) are subscribed to your list of email subscribers and (2) purchased the item will be sent the email.
In a nutshell If you are aware of what your subscribers have already bought (and enjoyed) You can then send them emails with personal recommendations that turn them into repeat customers.
4. Use interactive video
Interactive content refers to all types of content that needs active involvement from its users. It's fast becoming one of the most popular and engaging kinds of content marketing. 88% of marketers say that interactive content aids them in distinguishing their brand from the competition.
Plus, interactive content produces nearly two times the level of engagement of static media.
The creator Minessa Konecky of Direct to Success utilizes interactive questions to draw in and meet potential leads.
Minessa created the lead generation quiz " What's Your Business Blocker? ", with Interact Quiz Maker. Interactive Quiz Maker .
When someone has completed her test, Minessa segments them into one of three groups:
In a state of overwhelm:Small business owners who are overwhelmed by the tasks on their plates and aren't certain how they can manage their time.
Professional midlife:Entrepreneurs who have learned what they need to know, yet aren't quite sure how to connect the action items into the right strategy.
Perpetual procrastinators:People who know exactly what they have to accomplish however, they are unable to get it done independently.
Based on which group each lead falls into, Minessa moves them through the funnel, giving them three courses that address their particular problems.
When her leads are near the bottom of the funnel Minessa introduces the leads to her offerings and encourages them to make purchases or join her membership, The Squad Academy .
In bringing in leads through interactive content, Minessa gives customers a more personalized experience beginning with the very first email subscribers receive through all the way to the end of the customer's journey.
In the final moments before we conclude we have one more segmentation strategy to share with readers -- and it's entirely thanks to my mother.
5. Find out what they are looking for.
The best advice I've ever received is "it is never a bad idea to inquire." (Thanks mommy!)
This is a great tip for life -that can be applied to figuring out what your audience wants also. Segmentation surveys will help you determine what kind of content your subscribers want to receive.
"Even asking a single question could help determine an interest, want or desire of your subscriber," explains digital marketing professional Erik Harbison . "This can only help you identify a better strategy for your message, cadence of sending, and expectations."
Your welcome email is a great place to ask the new subscriber what type of contents they'd like to see. After all, they're the top email marketers:
Emails that welcome you can reach an up to 91.43 percentage of open rates .
New leads are most engaged within 48 hours of subscribing.
The welcome emails are an average of four times the rate of open and 5x the rate of clicks (CTR) of a standard campaign.
Use this welcome email sent by Sleeknote , for example .
The Sleeknote blog is focused on e-commerce marketing, but their audience includes several different types of business owners and marketers. By asking new subscribers to identify themselves, Sleeknote's Sleeknote marketing team can break down their subscribers into four groups:
Ecommerce
SaaS startups
Agencies
Online marketing newbies
Then, users receive content specifically tailored to their roles and interest, which helps them maximize your Sleeknote subscription.
If you're concerned about offending your clients by asking their preferences, keep in mind the fact that 90% of shoppers are more favourable opinion of companies who give the opportunity for customers with feedback.
The bottom line is this: When in doubt, ask your subscribers what they would like to hear. They're likely to be happy to provide you with their feedback.
Take your email marketing to the next level with segmentation
In the end the process of segmenting your list is a stellar method of sending the correct message to the correct users at the correct moment.
If you can segment your email list into groups, you'll be able to provide a personalized experience that turns leads into clients and keeps customers coming back to get more.
To recap, here are five methods you can divide your subscriber base:
Create lead magnets that meet different needs, then segment in accordance with which ones the users decide to download.
Tailor your messaging to where an individual lead can be found within the funnel of marketing. Utilize the five stages of awareness -as well as our templates to create emails that resonate with your audience.
Utilize your customers' purchasing record to offer specific product suggestions.
Make interactive content, such as the quiz, which helps you gain insight into your customers and leads.
Find out from your customers what kinds of content they want to be receiving. An easy survey could be a great help.
It may take some trial and error until you master you are comfortable, get ready to watch your sales, customer engagement as well as brand loyalty rise.