Way to do email marketing: A guide for segmenting your mailing list

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Email marketing is one of the best-marketing strategy 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!

It’s trivial to add a sign-up option for your email newsletter on your website and send useful information or promotional newsletters to grow your business and audience. Compared to other marketing types, emailing is an inexpensive way to advertise your company and its products or services.

A regular email newsletter is an effective way to send updates about your company, upcoming events, special offers and to stay connected. Email automation software also makes it easy to schedule automated emails for customers who haven’t purchased anything recently.

It’s no secret that today’s consumer has become mobile-first, proving yet another reason why email marketing is ideal for reaching your customer. Though not all consumers shop from their mobile devices, many will check their email from these devices.

A good email marketing strategy allows you to target particular groups of customers or specific individuals. Offering individual customers special birthday deals on merchandise or services is one way to do this another is a particular call to action, e.g., provide a discount or sale.

Setting up an email marketing campaign is one thing, but it takes careful planning and organization to properly execute an email marketing strategy 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 email newsletter. 

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, i.e, targeted marketing. Marketing segmentation will help you to group email subscribers based on elements such as:

  • Their location (e.g., local city, nearest store, nationality) – These can be seen as geographic segmentation.
  • 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 customized segmentation.
  • Age, gender, & income (or disposable income) – Commonly referred to as demographic segmentation.
  • Customer/subscriber beliefs, views, opinions, and lifestyle choices – We call this psychographic segmentation.
  • Lastly, if you are B2B (Business to business), then firmographic segmentation 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 transactional 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 with a catchy subject line and a concrete call to action. Take notes of whether they viewed products on your online store, see if they have bought from you before with their email address. 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 across your customer base. It is all about catering to everyone, instead of assuming a “one size fits all” approach.

One factor a lot of small businesses don’t take into account is the cost of some marketing strategies. Email campaigns are one of the cheapest out there, and they also offer the highest ROI, sometimes being as high as $30-$40 per $1 invested. To start an email campaign, all you need is a company email address, a sign-up page, and a healthy mailing list.

Once you have the basics sorted, email campaigns become very simple if you keep the same goal in mind. You can utilize user-friendly templates, as well as guides and tutorials pretty much available everywhere online.

We recently released our new Email Campaign solution for Helpmonks, which can significantly help your email marketing and list segmentation efforts. With our new email service, you can start sending emails to your customer base in seconds. Check out the introduction video below or sign up for a 30-day free trial.

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