How many times have you ignored emails with generic subject lines?
Quality over quantity that’s the motto when it comes to email marketing.
Since times have changed, so has access to data. Email subscribers and customers are now more sensitive to the content and data they receive. They are prone to interact personally with things they can relate to.
The need to distribute personalized email marketing campaigns has become the primary strategy for a company or brand today. An ideal way to grasp the attention and gain email marketing ROI from your customers is through email segmentation.
In this article we will discover:
- Why you need email segmentation?
- Pros of email segmentation
- How to make email segmentation effective?
So, let’s get segmenting.
Why You Should Segment Your Email?
Before we get started, here is a brief introduction to email segmentation. We will also be discussing how exactly it works paired with an email marketing campaign.
Email segmentation or email list segmentation is a smart method used to break your email list into relevant ones. The smaller groups then become your target audience.
Additionally, email segmentation ensures that each target group only receives relevant email marketing campaigns since they are sorted based on their purchase history. To segment your email list you need a thorough understanding of your customers.
The main goal of email segmentation is the division of the email list based on the aspect that benefits you the most as a brand. Your email segmentation strategy will determine how large or small the groups are.
For example, you may create a group of customers that have a purchase history for a specific item in your shop. Another group can be determined by the location of customers in your email list, for example, and may only include people from one state.
The best part about email segmentation is that your email list can be small or large based on your email marketing strategy.
The benefits of email segmentation are also the reason a brand or company may opt for it in the first place. For instance, email segmentation allows service providers to personalize their messages.
Email segmentation increases the chances of a company to perfect its email marketing and create a bond with its customers. This leads to higher engagement, purchases and overall satisfied customers.
Pros of Email Segmentation in Email Marketing
Unlike social media, text messages or TV commercials, emails are quite different. These give you the opportunity to push out curated email marketing strategies. Thus allowing you to only show relevant content to specific groups.
In this way, email segmentation creates a sense of belonging in customers. Hence building a closer connection with the brand they are interacting with.
With that bit explained, let us get started on the key benefits of email lists based on your target audience.
1) Segmentation Creates Better Open Rates via Creative Subject Lines
Most email marketing or ad campaigns end up being sent to archives because of their subject line. To help your email be seen, create the perfect subject line to lure in customers.
Once your emails contain relevant content, your open rates will increase. This is made possible when you create email segmentation.
2) Segmentation Creates Higher Click-Through Rates
Another benefit of email segmentation is the increase in click-through rates. It is not only important to make sure your marketing emails are seen and opened. But it is also vital that the customers reading the email interact with it.
Usually, in ad campaign-style emails, the call to action button is the main area of interaction. Make sure the CTA of the email is bold and inviting to increase your click-through rates.
3) Segmentation Improves Conversion Rates
The goal of your email marketing strategy should be to get a consumer to visit your website. This goal is fulfilled the second they click on the CTA button.
Once new subscribers are on your site, they are high chances that they will shop for the product they want. They may even sign up for a workshop you may be conducting.
This is called the gradient goal effect and is a big part of consumer psychology.
4) Segmentation Retains Customers
The goal of email marketing campaigns is to increase subscriber rates while decreasing unsubscribed ones.
Want to know a top secret that leads to shrinkage in your email list? We have 2 words for you – Irrelevant Subject!
Segmenting your email makes sure that your customers are happy. This is because they receive only relevant content from you that does not end up crowding their inboxes.
In this way, email segmentation helps brands retain customers.
5) Segmentation Helps Dodge The Spam/Junk Filter
Technology has become increasingly well-developed to the point that our machines have slowly become our best friends.
Once your email application detects that you are not interacting with a certain sender often it will automatically send those emails to the spam folder. Segmentation is the key to fixing this issue.
Segmenting your email helps avoid the spam filter by only sending necessary emails that are sure to be opened. Email segmentation makes sure your efforts are not wasted.
As a casually organized person, I feel I have some credibility to state that cluttered inboxes make me anxious. Segmentation prevents having emails with boring machine-generated subject lines. These can prompt subscribers to unsubscribe. Thus enabling them to avoid a nest of unopened and unwanted emails.
Email segmentation is the perfect email marketing strategy to create a bond with your customers. Personalized surveys or sales are bound to make the recipient feel valued as a customer. And simultaneously it organizes your outgoing content through a segmentation strategy.
How To Make Email Segmentation Effective?
When it comes to the segmentation of your email list into groups there really are no rules. Any activity that you can link to a customer’s email address can be used to navigate your email segmentation.
Generally, two main headers can dictate the segmentation strategy:
- Demographic data
- Behavioral data
Demographic Data
Demographic data is essentially any data about customers that makes them susceptible to interact with your email marketing. This data includes their age, location, gender, salary bracket, ethnicity etc. This type of email segmentation creates larger groups of similar people.
Demographic email segmentation is the perfect strategy for large-scope sellers, restaurants, beauty brands or clothing brands.
Any kind of business that is divided into segments according to gender or age may benefit from the segmentation of demographics in their email list. Segment your email list according to the demographic you want to interact with in your email marketing.
Behavioral Data
On the other hand, behavioral data depends on, as the name suggests, customers’ behavior.
The consumer’s digital footprint will help segmentation based on their purchase history, their interest in a certain line of products and even products they have added to their abandoned cart.
This in turn will help you segment your email list.
Behavioral data takes note of relevant data that is consistently revisited by loyal customers and their purchase history. And uses it to benefit the company by specific segmentation of your email list for your email marketing campaigns.
Conclusion
Segment your email list today to make sure each and every customer is seen and heard. Curate subject lines and email marketing content that best serve the purpose according to the target audience.
Remember, your email list can be as big or small as you want them to be. But to truly benefit from email segmentation, use demographic and behavioral data to create segments based on minute details.
We hope you found this article helpful and will put all these tips and tricks to good use and benefit from the wonderful world of email segmentation.
Do share this article, and let us know your thoughts.
