The easy way to do email marketing: A guide for segmenting your mailing list
Email marketing is one of the best-marketing outlets for ROI and customer engagement. It is estimated that there are more than 3.9 billion active email accounts – That’s more than half of the population!
Setting up an email marketing campaign is one thing, but it takes careful planning and organization to properly execute one to get the results you may be wanting to reach. One significant aspect of getting people to engage with your emails is through proper segmentation of your mailing list.
What is email list segmentation?
Email list segmentation is the process of grouping your subscribers using labels & tags to distinguish specific criteria and interests. Think of it as a tool to send more relevant messages to the right people. Segmentation will help you to group email subscribers based on elements such as:
- Their location (e.g., local city, nearest store, nationality) – These are geographical tags.
- Spending/viewing habits – Have they ever bought from you, have they viewed your online store or website? Do they follow you on social media? – These can be seen as behavioral tags.
- Age, gender, & income (or disposable income) – Commonly referred to as demographical tags.
- Customer/subscriber beliefs, views, opinions, and lifestyle choices – We call these psychographic tags
- Lastly, if you are B2B (Business to business), then firmographic tags will help – These include the industry your clients operate in, their size & annual revenue, and the stage they are at in the sales process. Remember, companies can take longer to buy than individuals as they ration purchases more; they are less impulsive.
How does this improve my email marketing campaigns?
Email list segmentation is one of the most effective ways to improve your email marketing metrics, such as your open rates, click-through rates, and subscriber retention.
It has been reported that organizations who operate segmented campaigns achieve revenues up to 760 percent higher than those who opt to carry out unsegmented campaigns. Improving your metrics will almost certainly increase your income directly from email list segmentation. If you send out emails that are relevant, useful, and personal to your readers, they are far more likely to appreciate your brand.
Higher customer retention will happen due to the relevancy of the content you send. When email subscribers get the content they are seeking, they’ll stay subscribed to you, and they will probably tell their friends about it too!
Email list segmentation should only really be used if you are actively growing your mailing list. A stagnant list with no new sign-ups won’t impact your revenue. You have to get the ball rolling and stay relevant and personal to all of your new contacts right from the first email. Take notes of whether they viewed products on your online store, see if they have bought from you before with their email account. Cater to their tastes, age, location, and values – These variants can be found in your mailing list sign up forms.
Email list segmentation isn’t the most painless process, but if you follow the basics, you’ll begin to see your engagement levels increase across all of your segments. It is all about catering to everyone, instead of assuming a “one size fits all” approach.
We recently released our new Email Campaign solution for Helpmonks, which can significantly help your email marketing and list segmentation efforts. Check out the introduction video below or sign up for a 30-day free trial.
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