What is email segmentation? (plus 5 ways to make it work) |
What exactly is segmentation of emails? Segmenting your email lists will aid in increasing open rates, keep subscribers engaged, and reach more mailboxes. Let's see how to do it.
What's the matter?
If you're sending each email to everyone on your list, that's a likely culprit. Your audience is made up of individuals, and they are expecting you -- as well as every business they interact with to treat them as such.
Here's the good news: You don't need to write a painstakingly personalized email for each and every customer.
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 higher email engagement, fewer unsubscribes, and happier customers.
Let's first make sure we're on exact same page regarding how email segmentation works.
What is the definition of email segmentation?
Segmentation is the process of splitting your subscribers' email addresses into smaller lists -- a.k.a. segments in accordance with a predetermined set of criteria.
Instead instead of sending the same emails to everyone on their list marketers can instead send specific email messages to subscribers based on a segment's demographics, interests, purchase history, and more.
What is it that makes segmentation of emails a vital part of an email marketing plan? Read on to learn more.
Why should you use segments of your email lists?
Marketing through email is one of the most cost-effective and efficient marketing methods:
59 percent of marketers mention email as their top source of return on investment.
Email drives 174 per cent more conversions than social media.
Marketing via email has a return on investment that is around 40 cents for each one dollar invested .
...but only if you do it correctly.
More than ever before people expect to have a customized experience each time they connect with a brand, and email is no different.
74 percent of marketers say personalization increases engagement.
72% users do not engage with messages that target their needs.
Relevant emails drive 18 times more money than broadcasts that are generalized.
60% of people are highly annoyed by brands that send generic messages.
51 A majority of email marketers claim that segmenting email lists is the most efficient way to personalize their messages.
The segmentation is where it is crucial.
Segmentation lets you send different email messages to distinct subscribers based on their interests, past behavior, where they are at in the sales process, and so much more.
For example, you don't wish to send a welcoming email to a long-time loyal client, or to announce a local event to someone who is halfway across the globe.
Beyond annoying that only one subscriber is annoying, you could be causing harm to the quality of your emails.
Deliverability refers to how many of your messages make it into the inboxes of subscribers .
Email service companies (ESPs) as well as Inbox service providers (ISPs) are trying to make sure that unwanted emails don't get into users' inboxes, so they monitor a range of metrics for engagement with emails about every sender. This includes:
The Doors Open
Clicks
Unsubscribes
Bounces
Spam reports
In simpler terms: If your subscribers are able to open and then click on the links contained in your emails, that's great for the quality of your delivery. If they unsubscribe from your email and don't read them, or mark the emails as spam, this can hurt your deliverability.
If you're plagued by too many spam complaints, ISPs can end up blocking your emails entirely.
"Think of email engagement as a trust-meter. If your emails have high levels of positive engagement, mailbox providers view your email as credible and will reward you with better quality of delivery," explains email compliance analyst Robert Colomberti. .
What do these issues have to do with segmentation?
When you segment your email list, you can send emails that are tailored to your subscriber's desires. If you're able to send pertinent specific emails, you'll be able to stay clear of 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 quantity. Segmentation helps you concentrate more on subscribers who are engaged and less on users who are not engaged who will not be customers.
"Sending to your active contacts will result in more positive engagement with your emails And more positive email engagement means better delivery," Robert shares.
OK, now that you understand the reasonemail segmentation is a must-have Let's look at the what.
How to segment your email list (5 expert email segmentation strategies)
The more data you collect about your contacts, the simpler it is to break down your email list.
That doesn't mean you should develop endless email segments for the sake of it.
Yes, it's possible to get a bit overboard by adding a segment to every geographic, demographic, psychographic, and behavioral criteria available .
However, the greater the number of segments you can create and the bigger task you make for yourself in particular if you plan 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 hurdles do they have to run through while trying to achieve their objectives?
What topics are they interested in learning about?
In the event that you have questions, here are five pro methods to segment your email list beyond the region.
1. Lead magnets can be used to discover about their needs and interests.
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 offers templates, presets, as well as training to their audience of photographers.
Ryan recognizes that photographers run into many different issues. Therefore, he offers two lead magnets including a copy of his candid pose guide as well as an free set of photo edit presets .
If someone downloads one of the lead magnets, Ryan will send them follow-up email to inform them about how his products and brand could help them to succeed.
For example, if someone decides to join the presets for photo editing, Ryan knows that editing can be a source of fascination -- or maybe even a problemto that individual. With that info on hand, Ryan can confidently promote his editing products to that potential customer.
Ryan hosts his lead magnets via , making it easy to build segments around lead magnet downloads.
Here's how it will work:
From your dashboard, go towards the Email tab. Click "Create" and select "New Broadcast".
Give your email a subject line. Next, select which recipients will get your message.
If you are hosting an online product or membership, whether for sale or for free -- you can select those who bought or downloaded the product to be your customers.
All customers who (1) have subscribed to your list of email addresses or (2) have bought or downloaded that item will be notified via email. That's it.
Check it out on your own with a no-cost account.
If you're not able to create numerous lead magnets, do not fret. There are plenty of other ways to organize your list -- including our next point.
2. Personalize messaging according to their understanding stage
Another way to segment your list of email subscribers is to determine the place that subscribers are in the sales or marketing funnel.
A marketing funnel shows a potential buyer's journey starting from their initial interaction with your brand until they make a purchase.
What stage a lead is placed in the funnel depends on their level of familiarity with your brand or product and how close to making a purchase decision.
Different marketers break their marketing funnels into different stages, including those who have 5 stages of awareness :
Really unaware:They don't know they are suffering from a.
Trouble-awareThey recognize they've got an issue, but they don't know what to do about it.
Solution-oriented:They know there are solutions but aren't aware what they are.
Products-awareThey are aware of your product, but aren't sure what it is that will help them.
Most aware:They know about your product, and they are thinking of buying the item, but require more information.
If you can determine the awareness level of a subscriber, you can mail them customized emails according to the information. (Personalized emails result in the conversion rate 6 times higher than non-personalized emails and are definitely worth it.)
As an example, a solutions-focused leader knows there are ways to solve the issues they face, but they need to be educated about your product. Use your email copy to build this subscriber's confidence that you can help to achieve their goals- like in the following email template
"Hi" [first nameHi [first name,
Are you a person who has struggled to solve your problem?
You know, in the way that you feel emotions.
If so, you're not alone.
Here's the fix:
[Step 1]
[Step 2]
[Step 3]
There's certainly a bit more, but nothing all that much.
That's it - really.
Hallelujah for the simplicity of procedures.
If you're interested in learning more about this, head over to our link resources page.
Copy to clipboard[signature]
What happens after a client reaches the bottom of the funnel before becoming a client? This is the best way to proceed.
3. Be aware of their purchasing history
Upselling encourages customers to buy the latest version of the product while cross-selling recommends a item or service that is compatible with what they already purchased.
One creator who makes the most out of opportunities to upsell can be Reuven Lerner .
Reuven is a software engineer who transformed his business of training in offline form into online training courses that cater to every degree, which includes the "Intro Python" course for beginners.
"If there are a lot of classes -- beginning, intermediate, advanced -and you're able to create the chance to sell an additional course as if your customers really love your intro course They will beg for a more advanced class... You'll say, 'You know what? I'm definitely going to get everything.'"
Reuven is able to target satisfied customers who've already completed his intro course and recommend enrolling in a more advanced course. A staggering seven-quarters of customers are more likely to buy if they're given specific product suggestions.
In addition, building this kind of customer loyalty is an excellent business:
52% buyers will go out of their way to buy from companies they're loyal to.
Customers who have been customers for a long time have 9 times more likely to purchase than a first-time shopper.
It can cost as much as seven times more to acquire a new customer than to retain an existing one.
Similar to lead magnets, makes it simple for designers like Reuven to separate customers according to their purchase. If you want to send an email broadcast just select the title of the item under "Recipients".
As before, buyers who (1) have subscribed to your email list and (2) purchased the product will receive the email.
For a quick summary If you are aware of what your subscribers have already bought (and loved) and loved, you can email them with specific recommendations, and convert your subscribers into loyal customers.
4. Make use of interactive content
Interactive content can be defined as all kinds of content that needs active engagement from users. It's fast becoming one of the most popular and engaging kinds of content marketing. 88% of marketers believe that content that is interactive aids them in distinguishing their business from others.
Plus, interactive content produces almost two times the level of engagement of static media.
The creator Minessa Konecky of Direct to Success utilizes interactive quizzes to bring in and connect with potential leads.
Minessa developed an online lead generation test " What's Your Business Blocker? ", with Interact Quiz Maker. Interactive Quiz Maker .
If someone is able to take her quiz, Minessa segments them into three categories:
In a state of overwhelm:Small business owners who have too many things on their plates and aren't certain how they can manage their time.
Professional midlifeEntrepreneurs who have learned what they should know yet aren't quite sure how to integrate actions to an action plan.
Perpetual procrastinators:People who know what they need to do, but can't get started on their own.
Based on the category that each lead is a part of, Minessa moves them through the funnel, giving them three courses that address their particular problems.
Then, once her leads near the bottom of the funnel Minessa introduces them to her products and asks them to make purchases or join her program, The Squad Academy .
Through bringing leads in with engaging content Minessa gives customers a more personalized experience beginning with the very first email subscribers receive through the whole customer experience.
As we close out the session, I have one final segmentation method to show all of you. It's all because of my mom.
5. You can ask them to tell you what they would like.
The best advice I've ever received was "it is never a bad idea to inquire." (Thanks Mama!)
It's a fantastic way to live your life- and it applies to understanding what your target audience is looking for also. An online survey on segmentation helps you understand what type of content your subscribers want to receive.
"Even sending a one-question survey could help determine an desire, interest or desire of your subscriber," explains digital marketing professional Erik Harbison . "This is a great way to determine a better approach for your content, sending cadence as well as expectations."
The welcome email you receive is an excellent opportunity to inquire of the new subscriber what type of content they want to receive. In the end, they're basically the MVPs of email marketing:
The welcome emails of your company can be sent out with up to a 91.43% open rate .
The most active leads will be engaged within the first 48 hours of subscribing.
Emails for welcome messages have, on average, four times the rate of open and five times the click-through rate (CTR) of an average campaign.
Check out this welcome message from Sleeknote , for example .
The Sleeknote blog focuses on e-commerce marketing. However, their target audience comprises a variety of marketers and business owners. By asking new subscribers to provide their personal information and their email address, the Sleeknote marketing team is able to break them into four segments:
Ecommerce
SaaS startups
Agencies
Online marketing newbies
From there, subscribers receive content specifically tailored to their roles and interests, helping them make the most of the benefits of their Sleeknote subscription.
If you're worried about annoying your customers by asking for their preferences, keep in your mind it's true that 90% of consumers have a more favorable perception of companies that offer customers the chance to give their feedback to customers.
The most important thing to remember is In the event of doubt, ask your subscribers about their needs. They'll probably be delighted to provide you with their feedback.
Send your email marketing campaigns to the next level with segmentation
In the end, segmenting your email list is an excellent method of sending the correct message to the correct recipients at the appropriate date.
When you segment your list of email addresses into groups, you'll be able to provide a personalized experience that turns leads into clients and keeps returning for more.
In case you're wondering, here's five ways to sort your subscribers into categories:
Create lead magnets that meet diverse needs. You can then categorize according to which lead magnet your customers download.
Make sure your message is tailored to the place leads are on the sales funnel. Make use of the stages of awareness in five stepsas well as our templates to create email campaigns that hit home.
Use your customers' purchase history to provide individual product suggestions.
Create interactive content, like the quiz, which helps to better understand your customers and leads.
You can ask your readers what kind of content they would like to be receiving. A simple survey can go a long way.
It could require some trials and errors, but once you get you are comfortable you can expect to see the engagement of your customers, sales, and brand loyalty soar.