According to DMA, 77% of ROI comes from segmented, targeted, and triggered campaigns. Segmenting your email list is a tactic that all email marketers should be adopting if they haven’t already, especially if they’re looking to boost their conversion rates in 2017.
Why segmentation works so well
If you’re wondering why you should go through the trouble of segmenting your list, here is what you’d be achieving:
- Segmentation helps make your campaigns more relevant to each of your recipients
- If you have physical stores, segmentation helps drive foot traffic to specific stores
- Once your emails start seeing more engagement, your online reputation will improve and there’s less chance of your IP being blacklisted
- You’ll experience higher open rates and lower unsubscribe rates
Email list segmentation strategies to try
Below are just some of the ways that you can slice and dice your email list to make your marketing messages more relevant to your recipients.
- Demographics. This is probably one of the most common segmentation approaches and one that most businesses will try out first. Segment your list using age, location and gender data to send out content and offers that would be of greater interest to different recipients. For example, if you have an online store that stocks a variety of products for males and females and you want to send out an email about a sale on fishing rods, you would probably have more success by only targeting your male recipients.
- Job function. This one works especially well if you’re engaging in B2B marketing activities. Targeting recipients based on their job function will help you reach the relevant decision makers in an organization.
- Browsing behavior. By keeping track of what your email recipients are doing on your website you’ll start gaining a better understanding of their unique interests. Do they read specific types of articles on a regular basis or perhaps they browse certain product categories on your site? Use this data to make your emails more relevant.
- Past purchases. Keep a record of each of your customer’s past purchases to know what deals and offers they would be interested in hearing about in the future.
- Ask them. Setup a preference center for your email recipients to find out what their preferences are so that you can make your campaigns more relevant. How often would they like to hear from you and what content interests them the most? You could also run a quiz or survey to gather these details if need be.
- Amount spent. If you would like to ascertain which customers are more likely to purchase products that fall into certain price ranges, keep track of the cost of their past purchases to add this data to their profiles.
- Stage in the sales cycle. Subscribers who are still at the beginning stages of the sales cycle should be receiving different email content to those who have been buying from you for some time now.