What is email segmentation? (plus 5 ways to use it right) |
What's the meaning of email segmentation? Segmenting email lists can aid in increasing the open rate, keep customers active, and increase the number of inboxes. Let's see how to do it.
What's going on?
If you're sending every email to everyone on your list this could be the reason. Your target audience is composed of individualsand want you -- and each business with which they deal -- to treat them like that.
The good news is that you don't have to write a painstakingly personalized email for each and every user.
Instead, use email segmentation. If you separate your emails it allows you to provide your contacts the relevant content they crave, which means greater email engagement, less unsubscribes and more satisfied customers.
First, let's be sure that we're on the same page about the definition of email segmentation.
What is email segmentation?
Segmentation involves splitting your subscribers' email addresses into smaller groups -- a.k.a. segments in accordance with a predetermined set of standards.
Instead instead of sending the same emails to their entire list marketers can deliver targeted emails to their subscribers according to a segment's demographics, interests as well as purchase history and more.
What makes email segmentation such important to your email marketing strategy? Keep reading to find out.
What are the benefits of using the email segmentation feature?
Marketing through email is one of the cheapest and most effective marketing tools:
59% of marketers use emails as their primary source of ROI.
Email is the driver behind 174 percent more conversions than social media.
Marketing via email has a return on investment of about 40 cents for each one dollar invested .
...but only if you use it right.
More than ever before customers expect a personal experience every time they contact an organization, and email is no exception.
74 percent of marketers say personalization increases engagement.
72% consumers are only interested in marketing messages that target their needs.
Relevant emails drive 18x higher revenue than generalized broadcast emails.
63% of consumers are greatly annoyed by the companies who send out generic messages.
51% of email marketers claim that segmenting email lists is the most efficient way to personalize their messages.
This is the point where segmentation plays a role.
Segmentation lets you send different messages to various customers based on their preferences and past behaviors, as well as where they are at in the sales process, and more.
For example, you don't wish to send a welcoming email to a long-time loyal customer, or announce a local event to someone halfway around the world.
In addition to annoying only one subscriber is annoying, you could be causing harm to your email deliverability.
Deliverability is the measure of how many of your emails make it into the inboxes of subscribers .
The email service companies (ESPs) as well as inbox service providers (ISPs) are trying to make certain that no spam emails do not make it to the users' inboxes. Therefore, they keep track of a variety of metrics for engagement with emails about every sender. This includes:
It's Open
Clicks
Unsubscribe
Bounces
Spam reports
To put it more simply In a nutshell: If your readers are able to open and then click on the links in your emails, that's great for your deliverability. If they delete your emails in the absence of reading them or flag them as spam, it can hurt your deliverability.
If you have too many spam complaints, ISPs may end up blocking your emails entirely.
"Think of email engagement as a type of trust gauge. If your emails receive significant levels of engagement, mailbox providers view them as trustworthy senders and will reward you with better deliverability," explains email compliance analyst Robert Colomberti .
What does all this have to have to do with the concept of segmentation?
When you segment your list of email subscribers and send targeted emails, you will be able to create a list that are tailored to your subscriber's interests. If you're able to send pertinent, targeted emails, you can get around the most common reason that people label emails spam.
When it comes to the ability to deliver, it's focused on quality and not quantity. Segmentation lets you focus more on subscribers who are engaged and less on inactive users that aren't likely to turn into customers.
"Sending to your active contacts results in higher email open rates as well as more favorable email engagement means better delivery," Robert shares.
OK, now that you understand whyemail segmentation is essential Let's look at the details of.
How to segment your email list (5 expert email segmentation strategies)
The more you learn regarding your contacts, the easier it is to segment your email lists.
That doesn't mean you should make endless emails just to make a point.
Yes, it's possible to overdo it and include a segmentation for each demographic, geographic psychological, psychographic and behavioral criteria available .
The larger the segments you make that you create, the more effort you'll be able to handle particularly if you wish to send different email advertising campaigns to each group of recipients.
Instead, think about what makes each segment unique:
What influences their buying decision-making?
What makes them stand out in comparison to their counterparts?
What obstacles do they run through while trying to achieve their goal?
What do they are most attracted to learning more about?
If you're thinking about these questions In this article, we'll provide five ways you can segment your mailing list to go beyond geographic.
1. Provide lead magnets for them to find out about their needs and interests.
When you've created several lead magnets, you can begin creating segments for your customers based on the lead magnets they have downloaded.
Take Ryan of Signature Edits as an example. Signature Edits provides templates, presets, and training for their target audience of photographers.
Ryan recognizes that photographers have different pain points, so Ryan has two lead magnets for his readers: a free sample of his candid posing guide as well as an Free pack of image editor presets .
When someone downloads one of the lead magnets, Ryan forwards follow-up messages to tell them more about how his products and brand can help them succeed.
For example, if someone decides to join the presets for photo editing, Ryan knows that editing can be a source of fascination and even a pain point -the person. If he has that information, Ryan can confidently promote his editing products to that person.
Ryan is hosting his lead magnets via the website, which makes it simple to build segments around downloads of lead magnets.
This is how it works:
On your dashboard, head to the Email tab. Choose "Create" and then select "New Broadcast".
Give your email a subject line. Then, choose which subscribers will receive your email.
When you host an online product or membership on -- whether for sale or for free -- you can select the users who bought or downloaded the product to be your customers.
Customers who (1) are subscribed to your list of email addresses and (2) have downloaded or purchased that product are notified by email. It's that simple.
Test it on your own with a no-cost account.
If you're not able to create several lead magnets, don't fret. There are many other ways to organize your list -- including our next tip.
2. Personalize messaging according to their understanding level
Another method to separate your mailing list is to look at which subscribers belong to your marketing or sales funnel.
Your marketing funnel depicts a prospective customer's journey from their first interaction with your business until they make a purchase.
Where a lead is within the funnel is based on how well-versed they are with your brand or product and how close to making a purchase decision.
Different marketers break their marketing funnels into different levels, such as the 5 stages of awareness :
Actually unaware:They don't know they suffer from a.
Trouble-awareThey are aware that they've an issue, but they don't know how to fix it.
Solution-aware:They know there are solutions, but don't know what they are.
Products-awareThey have heard about the product, but aren't sure if it's the solution for them.
Most well-aware:They know about your product and are considering buying it, but they need more info.
If you can determine the awareness level of a subscriber or stage of awareness, you may send them personalized emails according to the information. (Personalized emails result in high conversion rates 6 times higher than non-personalized emails, so it's definitely worth it.)
A solution-oriented lead knows that there are ways to solve their problems, but they must still learn about the product you offer. Utilize your email's copy to increase the confidence of your subscriber that you can help to achieve their goalssuch as the following email template
Hi [first name],
Are you a person who has struggled over your problem?
That is, in a way that makes you feel emotion.
If you're so, then you're certainly not alone.
Here's the solution:
[Step 1]
[Step 2]
[Step 3]
Yes, there's additional information, but there's not too much.
That's it - really.
Hallelujah for easy methods.
If you're interested in learning more, just head over to our [link resources page].
Copy to clipboard[signature]
What happens when a customer gets to the end of the funnel and becomes an actual customer? Our next segmentation strategy is the best way to proceed.
3. Be aware of their purchasing history
Customers are enticed to buy the most upgraded version of the product while cross-selling recommends a solution or product that matches the one they have already bought.
One creator who makes the most out of opportunities to upsell can be Reuven Lerner .
Reuven is an engineer of software, who turned his offline training business into online training courses that cater to every level, including the "Intro Python" beginner's course.
"If you offer a variety of courses -- intro intermediate, advanced, and so onYou have an chance to sell an additional course as if your customers really love your introduction course They will beg to offer an advanced course... Then they'll tell you"You know what? I'm definitely going to get everything.'"
Reuven could target customers who've already completed his introduction course, and suggest that they sign up for a more advanced course. A staggering 75% of customers tend to purchase when they're offered personalized product recommendations.
And building that kind of loyalty to customers is a good business:
52% of customers will go the extra mile to purchase from companies they're loyal to.
Customers who have been customers for a long time tend to be nearly nine-times higher likely convert over a new customer.
It can cost up to seven times more to get the new client than to retain an existing one.
Similar to lead magnets, this makes it easy for creators such as Reuven to separate clients based on their purchases. If you want to send an email broadcast you can simply choose the name of the product in "Recipients".
Like before, all buyers who (1) have signed up to your email list and (2) have purchased that product will receive an email.
For a quick summary When you know what your subscribers have already bought (and enjoyed), you can mail them personal recommendations that turn your subscribers into loyal customers.
4. Use interactive video
Interactive content refers to all types of content that requires active engagement from users. This is fast becoming one the most popular and engaging kinds of content marketing. 88 percent of marketers say that interactive content helps them differentiate their company from their competitors.
Additionally, interactive content has almost two times the level of engagement of static content.
The creator Minessa Konecky of Direct to Success uses interactive questions to draw in and connect with new leads.
Minessa has created a lead generation quiz " What's Your Business Blocker? ", by using the Interactive Quiz Maker .
When someone has completed her test, Minessa segments them into one of three groups:
Unsuspecting:Small business owners who are overwhelmed by the tasks to handle and aren't sure how to manage their time.
Professional midlifeEntrepreneurs who know what they need to know, yet aren't quite sure how to integrate actions to a strategy.
Perpetual Procrastinators:People who know exactly what they have to accomplish yet aren't able to start by themselves.
Based on the category each lead falls into, Minessa moves them through the funnel through sharing one of three free courses that address their particular pain points.
When her leads are get to the bottom of the funnel, Minessa introduces the leads to her offerings and encourages them to either make an order or sign up for her membership, The Squad Academy .
Through bringing leads in with interactive content, Minessa creates a personalized experience beginning with the very first email that subscribers receive throughout the whole customer experience.
As we close out the session this segment, I've got one last segmentation technique to share with readers -- and it's all because of my mom.
5. Find out what they are looking for.
One of the best tips I've received was "it is never a bad idea to inquire." (Thanks mommy!)
This is a great tip for life -which is applicable to understanding the needs of your customers as well. A segmentation survey helps you understand the kind of content that your subscribers want to receive.
"Even asking a single question can help gauge an desire, interest or requirement of your subscriber," explains the digital marketing expert Erik Harbison . "This can only help you decide on a better way to approach your message, cadence of sending and your expectations."
Your welcome email is an excellent opportunity to inquire of the new subscriber what type of content they want to receive. They're after all the best of the bunch in email marketing:
Emails that welcome you can reach up to a 91.43% open rate .
The most active leads will be active within the first 48 hours after subscribing.
The welcome emails are in average 4x the opening rate and five times the rate of clicks (CTR) of a typical campaign.
Check out this welcome message from Sleeknote , for example .
The Sleeknote blog focuses on e-commerce marketing. However, their target audience includes several different types of entrepreneurs and businesses. When new customers are asked to identify themselves and their email address, they Sleeknote marketing team can break down their subscribers into four groups:
Ecommerce
SaaS entrepreneurs
Agencies
Online marketing newbies
In return, customers receive content specific to their needs and interests, helping them maximize the benefits of their Sleeknote subscription.
If you're concerned about offending your customers with their feedback, keep in your mind that 90% of customers are more favourable perception of companies that offer them an opportunity to provide customers with feedback.
The most important thing to remember is If you're not sure Ask your customers what they want. They'll likely be happy to share their thoughts with you.
Bring your marketing via email to the next level by segmentation
Overall, segmenting your email list can be a great method of sending the correct message to the correct recipients at the appropriate date.
When you segment your mailing list, you can create a personalized experience that turns leads into customers and keeps returning to get more.
In case you're wondering, here's five methods you can divide your subscriber base:
Develop lead magnets that cater to various needs. Then, segment in accordance with which ones the users decide to download.
Tailor your messaging to where an individual lead can be found on the sales funnel. Make use of 5 stages of awareness -- and our handy templates for sending emails that resonate with your audience.
Make use of your customer's purchase history to provide personalized product recommendations.
Create interactive content, like the quiz, which helps you gain insight into your customers and leads.
You can ask your readers what kind of information they'd like to get. A simple survey can be a great help.
It might take some trial and error however once you've got your groove, get ready to watch the engagement of your customers, sales, and brand loyalty soar.