What exactly is segmentation of emails? (and 5 methods to use it right) |
What exactly is segmentation of emails? Segmenting your email lists will help you boost open rates, keep your subscribers active, and increase the number of email inboxes. Let's see how to do it.
What's the matter?
If you're sending each email to your entire list it's likely that you're causing the problem. Your audience is made up of individualsand expect you -- and every business they interact with to treat them like that.
This is the best part that you don't have to craft a laborious, personalized email for every single user.
Instead, use email segmentation. When you segment your email list, you can give your contacts the relevant content they desire, which means greater email engagement, less unsubscribes, and happier customers.
First, let's be sure that we're on the same page about how email segmentation works.
What is email segmentation?
Segmentation refers to the procedure of splitting your subscribers' email addresses into smaller groups -- a.k.a. segments -- according to a set of guidelines.
Instead of sending the same email to everyone on their list marketers can deliver specific email messages to the subscribers in accordance with the demographics of a particular segment, their interests or purchase histories, and more.
Why is email segmentation important to your email marketing plan? Read on to learn more.
Why should you use the email segmentation feature?
Email marketing is one of the cheapest and most effective marketing tools:
59% of marketers use emails as their primary source of revenue.
Email drives 174% more conversions than social media.
Email marketing has an ROI that is around $40 for every dollar spent .
...but only when you are using the correct method.
Now more than ever, consumers expect a personalized experience every time they contact an organization, and email is no exception.
74 Percent of marketers say personalization increases engagement.
72% people only engage with marketing messages that cater to their needs.
Relevant emails drive 18 times more money than broadcasts that are generalized.
A majority of users are highly annoyed by brands that send generic messages.
51 percent of marketers who use email say that email list segmentation is the most effective personalization tactic.
The segmentation is where it comes into play.
Segmentation allows you to send various email messages to distinct customers based on their preferences, past behavior, where they are in the sales process, and much more.
For example, you don't need to send an welcome email to an old-time customer, or promote an event in your area to someone halfway around the world.
Beyond annoying that just one subscriber, you may even harm the delivery of your email.
The term "deliverability" refers to the number of your messages make it into the inboxes of subscribers .
The email service providers (ESPs) as well as inbox service providers (ISPs) want to make certain that no spam emails do not get into the users' inboxes. Therefore, they track a bunch of email engagement metrics about every sender. This includes:
Opens
Clicks
Unsubscribes
Bounces
Spam reports
In simpler terms Simply put, if your customers open and click through the links in your emails, that's great to ensure that your emails are delivered. If they delete your emails in the absence of reading them or flag them as spam, it may affect the delivery of your emails.
If you're receiving excessive spam complaints, ISPs may block your email completely.
"Think of email engagement as a trust-meter. If you are sending emails that receive significant levels of engagement mail providers see you as a credible sender and will reward you with better deliverability," explains email compliance analyst Robert Colomberti. .
What is this all got to do with to have to do with segmentation?
When you segment your list of email subscribers and send targeted emails, you will be able to create a list specifically tailored to the subscribers' interests. When you are sending relevant, targeted emails, you can get around the most common reason people report emails as spam.
When it comes to the ability to deliver, it's about the quality of your email, not its the quantity. Segmentation helps you concentrate more on engaged subscribers and less on users who are not engaged who are unlikely to become customers.
"Sending emails to your contacts who are active results in higher email open rates And more positive email engagement means improved deliverability," Robert shares.
Okay, now knowing whyemail segmentation is a must-have now let's get into how.
How to segment your email list (5 expert email segmentation strategies)
The more data you collect regarding your contacts, the easier it is to segment your list of email addresses.
This doesn't mean that you have to develop endless email segments for the sake of it.
Sure, it's easy to get a bit overboard by adding a segment to every geographic, demographic or psychographic evaluation out there .
However, the greater the number of segments you can create, the more work you'll have to do in particular if you plan to send different email promotions to all groups of customers.
Instead, focus on what makes each segment unique:
What influences their buying decisions?
What distinguishes them from their peers?
What challenges do they come into while trying to reach their goals?
What topics are they keen to learn about?
With those questions in mind, here are five pro methods to segment your mailing list to go beyond geographic.
1. Lead magnets can be used to discover the interests of their customers and their requirements
Once you have created several lead magnets, you can begin creating segments for your customers based on the lead magnets they downloaded.
Take Ryan of Signature Edits For instance. Signature Edits provides templates, presets and training for their target photography enthusiasts.
Ryan is aware that photographers have many different issues. Therefore, Ryan has two lead magnets for his readers: a free sample of his candid posing guide and an free pack of photo editing presets .
When someone downloads one of the lead magnets, Ryan will send them follow-up email informing them of how his services and his company can help them succeed.
If, for instance, someone decides to join the presets for photo editing, Ryan knows that editing is a point of interest -- or maybe even a problem- for that person. Armed with this information, Ryan can confidently promote the editing tools to that potential customer.
Ryan is hosting his lead magnets through , making it easy to make segments based on the lead magnets downloaded.
Here's how it will work:
From your dashboard, go towards the Email tab. Choose "Create" and choose "New broadcast".
Give your email a subject line. Then, choose which subscribers will receive your email.
When you host the digital version of a product or a membership on -- whether for sale or for free, you may select the users who bought the item or downloaded it as your recipients.
All customers who (1) are subscribed to your mailing list, and (2) have downloaded or purchased that product will receive your email. That's it.
Try it out by yourself using a trial account.
If you're not able to make multiple lead magnets, don't worry. There are plenty of ways to organize your list -- including our next suggestion.
2. Customize messages to the user's awareness level
Another method of segmenting your list of email subscribers is to determine the place that subscribers are in the sales or marketing funnel.
A marketing funnel maps a potential customer's journey starting from their initial interaction with your company until they buy.
Where a lead is in the funnel depends on how familiar they are with your company or its products and the degree to which they're close to making a purchase decision.
Different marketers divide their funnels of marketing into various stages, including those who have five stages of awareness :
The truth is that they aren't aware:They don't know they are suffering from a.
The problem-aware person:They recognize they've got an issue but do not know how to fix it.
Solution-aware:They know there are solutions but aren't aware what they are.
Products-awareThey are aware of your productbut don't know whether it's the right solution for them.
Most well-aware:They know about your product and may be considering purchasing the item, but require additional information.
If you can determine a subscriber's awareness stage or stage of awareness, you may create personalized messages according to the information. (Personalized emails have conversion rates six times higher than emails that are not personalized, so it's definitely worth it.)
A solution-oriented lead knows that they can solve their problems, but they still need to learn about your service. Utilize your email's copy to increase the confidence of your subscriber in your ability to help to achieve their goalsas in this template for email:
Hello [first nameHello [first name,
Do you have any experience of struggling with [problem]?
In the way that you feel emotion.
If yes, you're not alone.
This is the solution:
[Step 1]
[Step 2]
[Step 3]
There's certainly a bit more, but not much.
This is it.
Hallelujah for simple methods.
If you want to learn more, just head over to our "link resource page".
Copy to clipboard[signature]
What happens once a potential customer reaches the bottom of the funnel before becoming an actual customer? Our next segmentation strategy is the right way to do it.
3. Consider their purchase history
The upselling process encourages consumers to purchase an upgraded version of your 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 includes 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 level, including an "Intro Python" beginner's course.
"If there are a lot of classes -- beginning advanced, intermediate, advancedand you're able to create the chance to sell an additional course since if they really enjoy your intro course They will beg for an advanced level course... You'll be saying"What do you think? I'm definitely going to get all of it.'"
Reuven could target customers who've completed the course in its intro and suggest to them sign up for an advanced class. It's a staggering seven-quarters of consumers tend to purchase when they're offered tailored product recommendations.
Building that type of loyalty to customers is a good business
52% consumers will go out of their way to purchase from companies they're loyal to.
Return customers are nine times greater likely purchase as compared to a first-time buyer.
It can cost more than seven times greater to attract an additional customer than it does keeping an existing customer.
Like lead magnets, this makes it easy for creators like Reuven to separate clients based on their purchases. When you go to broadcast an email, simply select the name of the product under "Recipients".
As before, buyers who (1) have signed up to your list of email subscribers and (2) have purchased that item will be sent the email.
For a quick summary If you are aware of what your subscribers have already purchased (and enjoyed) You can then send them emails with personal recommendations that turn them into regular customers.
4. Utilize interactive video
Interactive content can be defined as all types of content that needs active participation from the user. This is fast becoming one the most popular and enjoyable kinds of content marketing. 88% of marketers believe that content that is interactive can help them distinguish their company from their competitors.
Additionally, interactive content has more than two times the level of engagement of static content.
The creator Minessa Konecky of Direct to Success utilizes interactive games to attract and connect with new prospects.
Minessa created a lead generation quiz " What's Your Business Blocker? ", by using the Interactive Quiz Maker .
If someone is able to take her quiz, Minessa segments them into the following three groups:
Unsuspecting:Small business owners who are overwhelmed by the tasks to do and don't know sure how to manage their time.
Professional midlifeEntrepreneurs who know what they should know but haven't figured out what to do to link the action items into a strategy.
Perpetual procrastinatorsPeople who are aware of the steps to take yet aren't able to start by themselves.
Based on the group that each lead is a part of, Minessa moves them through the funnel through offering three short courses that target their individual issues.
When her leads are reach the end of the funnel Minessa introduces them to her products and encourages them to make a purchase or join her membership, The Squad Academy .
Through bringing leads in with interactive content Minessa gives customers a more personalized experience beginning with the very first mailers receive to all the way to the end of the customer's journey.
As we close out the session this segment, I've got one last segmentation strategy to share with all of you. It's all because of my mom.
5. Ask them what they want
The most helpful advice I've received was "it is never a bad idea to inquire." (Thanks mommy!)
This is a great tip for life -- and it applies to understanding the needs of your customers also. An online survey on segmentation can help you learn exactly what kind of content the people who subscribe to your newsletter want.
"Even asking a single question can help gauge an interest, want or desire from your subscribers," explains digital marketing pro Erik Harbison . "This will help you determine a better approach for your content, sending cadence, and expectations."
The welcome emails you send out are the perfect opportunity to ask your new customers what content they want to receive. After all, they're the top email marketers:
Emails that welcome you can reach up to a 91.43 percentage of open rates .
Leads who are new to the market tend to be most active within the first 48 hours of subscribing.
Emails for welcome messages have, on average, 4x the open rate and 5x that click-through (CTR) of a typical 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 business owners and marketers. By asking new subscribers to identify themselves and their email address, Sleeknote's Sleeknote marketing team can break them into four segments:
Ecommerce
SaaS startups
Agencies
Online marketing newbies
In return, customers receive content tailored to their role and interest, which helps them make the most of your Sleeknote subscription.
If you're worried about annoying your customers with their feedback, keep in your mind the fact that 90% of shoppers tend to have a positive view of businesses that give customers the chance to give customer feedback.
It's as simple as this If you're not sure you can ask your readers about their needs. They'll probably be delighted to tell you.
Take your email marketing up a notch with segmentation
All in all it is clear that segmenting your email list is an excellent method of sending the correct message to the right users at the correct time.
If you separate your mailing list, you can create a personalized experience that turns leads into clients and keeps customers coming back for more.
In case you're wondering, here's five methods you can sort your subscribers into categories:
Create lead magnets that meet diverse needs. You can then categorize in accordance with which ones the users choose to download.
Create your messages to meet the needs of where leads are within the funnel of marketing. Use the five stages of awarenessas well as our templates to create messages that are relevant to the audience.
Use your customers' purchase information to give individual product suggestions.
Make interactive content, such as the quiz, which helps you learn more about your customers and leads.
Find out from your customers what kinds of information they'd like to get. A short survey can be a great help.
It could require some trials and errors until you master you are comfortable, get ready to watch your sales, customer engagement as well as brand loyalty rise.