What exactly is email segmentation? (+ 5 ways to utilize it correctly) |
What's the meaning of email segmentation? Segmenting your email lists will help you boost the open rate, keep customers interested, and get to more email inboxes. Let's see how to do it.
What's the matter?
If you're sending each email to your entire list this could be the reason. Your audience is made up of individualsand expect you -- and every business they interact with -- to treat them accordingly.
The good news is you don't have to create a meticulously customized email to each subscriber.
Instead, use email segmentation. When you segment your list of email addresses then you are able to give recipients the information they crave, which means greater email engagement, less unsubscribes and more satisfied customers.
But first, let's make sure we're on identical page on the definition of email segmentation.
What is email segmentation?
Segmentation involves dividing your email subscribers into smaller groups -and a.k.a. segments -- according to a set of criteria.
Instead of sending the same email to their entire list marketers can instead send targeted emails to the subscribers in accordance with the demographics of a particular segment, their interests as well as purchase history and more.
What is it that makes segmentation of emails a vital part of an email marketing plan? Keep reading to find out.
Why should you use email list segmentation?
Marketing via email is among the cheapest and most effective marketing tools:
59% of marketers mention email as their top source of revenue.
Email generates 174 percent more conversions than social media.
Email marketing has an ROI that is around $40 for every $1 spent .
...but only when you are using it correctly.
Now more than ever people expect to have a customized experience each time they connect with the brand. Email isn't an exception.
74 percent of marketers claim that personalization boosts engagement.
72% of people only engage with marketing messages that are tailored to the interests of their customers.
Relevant email campaigns generate 18x more revenue than broadcasts that are generalized.
60% of people are highly annoyed by brands that send generic messages.
51 percent of marketers who use email say email list segmentation is the most effective method of personalization.
This is the point where segmentation is crucial.
Segmentation lets you send different email messages to distinct customers based on their preferences, past behavior, where they are in the sales process, and much more.
In other words, you wouldn't wish to send a welcoming email to a long-time loyal customer, or promote the date of a local celebration to someone who is halfway across the globe.
More than just annoying that only one subscriber is annoying, you could even harm your email deliverability.
Deliverability is the measure of how many of your messages get to subscribers' inboxes .
Email service providers (ESPs) and inbox service providers (ISPs) seek to be certain that no spam emails do not make it to the users' inboxes. Therefore, they track a bunch of metrics for engagement with emails about every sender. This includes:
It's Open
Clicks
Unsubscribes
Bounces
Spam reports
Simply put In a nutshell: If your readers browse and click the links contained in your emails, it's good for your deliverability. If they delete your emails in the absence of reading them or flag your emails as spam, it could affect your deliveryability.
If you're plagued by too many spam complaints, ISPs could block your email completely.
"Think about email engagement as a trust-meter. If your emails receive an overwhelmingly positive response the mailbox provider will view you as a credible sender and award you with increased delivery rates," explains email compliance analyst Robert Colomberti .
What do these issues have to have to do with the concept of segmentation?
If you separate your mailing list and send targeted emails, you will be able to create a list that are tailored to your subscriber's interests. If you're able to send pertinent, targeted emails, you'll be able to avoid the most common reason individuals report email as spam.
When it comes to delivery, engagement with email is focused on quality and not quantity. Segmentation allows you to focus on those who are active as opposed to inactive subscribers who are unlikely to become customers.
"Sending emails to your contacts who are active means more positive email engagement, and more positive email engagement means improved deliverability," Robert shares.
OK, now knowing the reasonemail segmentation is a must-have Let's look at the how.
How to segment your email list (5 expert email segmentation strategies)
The more you learn about your contacts, simpler it is to break down your list of email addresses.
It's not a reason to create endless email segments just to make a point.
Yes, it's possible to get a bit overboard and include a segmentation for each demographic, geographic, psychographic, and behavioral evaluation out there .
However, the greater the number of segments you can create that you create, the more effort you make for yourself particularly if you wish to send different email promotions to all groups of subscribers.
Instead, concentrate on the uniqueness of each segment:
What influences their buying choices?
What is it that makes them stand out in comparison to their counterparts?
What hurdles do they have to run in the course of achieving their objectives?
What topics are they attracted to learning more about?
If you're thinking about these questions In this article, we'll provide five ways you can segment your email list beyond the region.
1. Provide lead magnets for them to find out their interests and needs
After you create several lead magnets, you can begin sorting your subscribers according to which lead magnet they download.
Take Ryan of Signature Edits , for example. Signature Edits offers templates, presets and even training, all for their intended photography enthusiasts.
Ryan is aware that photographers run into different pain points, so Ryan offers two lead-inducers for his readers: a free sample of his candid-posing tips as well as the free pack of photo editing 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.
In the case of a person who decides to join the editing tools for photos, Ryan knows that editing could be an area of interest and perhaps a source of painthe person. With that info on hand, Ryan can confidently promote his editing software to the potential customer.
Ryan presents his lead magnets via his website, making it very easy to create segments based on the lead magnets downloaded.
This is how it works:
From your dashboard, go towards your dashboard and click on the Email tab. Select "Create" and choose "New broadcast".
Give your email a subject line. Choose the subscribers who will receive your email.
If you have the digital version of a product or a membership -- either to be sold or offered for free -- you can select those who bought or downloaded the product as the recipients.
Every customer who (1) are subscribed to your email list or (2) have downloaded or purchased that product will be notified via email. This is as simple as that.
Check it out by yourself using a trial account.
If you don't have time to design several lead magnets, don't be concerned. There are many other ways to organize your list and include our next point.
2. Customize messages to the user's awareness levels
Another method to separate your mailing list is to look at which subscribers belong to your marketing or sales funnel.
A marketing funnel depicts a prospective customer's journey starting from their initial interaction with your company until they buy.
What stage a lead is placed within the funnel is based on how familiar they are with your product or brand and how close to making a purchasing decision.
Different marketers split their marketing funnels into different stages, including those who have 5 stages of awareness :
Actually unaware:They don't know they are suffering from a.
Trouble-awareThey are aware that they've an issue but do not know what to do about it.
Solution-oriented:They know there are solutions, but they don't know the solutions to your problem.
product-awareThey are aware of your productbut don't know whether it's the right solution for them.
Most aware:They know about your product, and they are thinking of buying it, but need more information.
If you are aware of the awareness level of a subscriber, you can send them personalized emails in response to that data. (Personalized emails have high conversion rates six times higher than non-personalized emails, so it's definitely worth the effort.)
For example, a solution-aware person knows that there is a solution to their issues, however they still need to learn about your product. Make use of your email content to increase the confidence of your subscriber in your ability to help them meet their goal -such as this template for email:
Hi [first nameHi [first name,
Have you ever struggled with the issue?
You know, in a way that makes you feel emotions.
If so, you're not alone.
This is the solution:
[Step 1]
[Step 2]
[Step 3]
Yes, there's more to it and there's not much.
This is it.
Hallelujah for simple methods.
If you're interested in learning more about it, go to our "link resource page".
Copy and paste to clipboard[signature]
What happens once a potential customer is at the end of the funnel and becomes an actual customer? This is the right way to do it.
3. Consider their purchase history
Customers are enticed to buy the latest version of your product, while cross-selling offers a new solution or product that matches the one they have already bought.
One of the creators who make the most of upsell opportunities is Reuven Lerner .
Reuven is an engineer of software, who turned his offline training business into online courses for every stage, such as an "Intro Python" training course designed for novices.
"If there are a lot of classes -- beginning, intermediate, advanced -You have an chance to sell an additional course because if people really like your introduction course, they will beg you to offer an advanced level course... You'll be saying"You know what? I'm just going to buy all of it.'"
Reuven can target happy customers who've already completed the course in its intro and suggest to them sign up for a more advanced course. An astounding 75percent of buyers are more likely to buy if they're given personalized product recommendations.
Building that type of customer loyalty is an excellent business:
52% buyers will go over and above to purchase from brands they're loyal to.
Repeat customers have nearly nine-times greater likely convert as compared to a first-time buyer.
It could cost more than seven times greater to attract the new client than to retain an existing one.
Just like with lead magnets, this makes it easy for creators such as Reuven to segment clients based on their purchases. When you are ready to send an email broadcast, simply select the name of the item under "Recipients".
Just like before, any customers who (1) have subscribed to your list of email subscribers and (2) have purchased that item will be sent the email.
To sum it up If you are aware of the products your customers have bought (and loved) You can then email them with personalized recommendations and turn them into repeat customers.
4. Use interactive content
Interactive content refers to all kinds of content that requires active involvement from its users. It's fast becoming one of the most popular and engaging forms of content marketing: 88 percent of marketers say that interactive content helps them differentiate their business from others.
Additionally, interactive content has more than two times the level of engagement of static content.
Creator Minessa Konecky of Direct to Success uses interactive quizzes to bring in and connect with new leads.
Minessa has created an online lead generation test " What's Your Business Blocker? ", using Interact Quiz Maker. Interactive Quiz Maker .
If someone is able to take her quiz, Minessa segments them into three categories:
Overwhelmed:Small business owners who have too many things on their plates and aren't sure how to manage their time.
Professional midlifeEntrepreneurs who know what they should know however, they aren't sure what to do to link all the actions into an action plan.
Perpetual procrastinators:People who know exactly what they have to accomplish yet aren't able to start independently.
Based on the category each lead falls into, Minessa moves them through the funnel through sharing one of three free short courses that target their individual issues.
Once her leads get to the bottom of the funnel Minessa introduces them to her products and encourages them to make purchases or join her program, The Squad Academy .
By bringing in leads with interactive content Minessa provides a personal experience beginning with the very first email that subscribers receive throughout the entire customer journey.
As we close out the session, I have one final segmentation technique to share with all of you. It's all thanks to my mom.
5. Ask them what they want
One of the best tips I've received is "it always helps to ask." (Thanks Mama!)
It's an excellent tip for life -which is applicable in determining what your audience wants also. Segmentation surveys can help you learn exactly what type of content the people who subscribe to your newsletter want.
"Even conducting a simple survey will help you determine the curiosity, desire or desire of your subscriber," explains the digital marketing expert Erik Harbison . "This is a great way to decide on a better way to approach the content you send out, your cadence, and expectations."
The welcome emails you send out are a great place to ask new subscribers what kind of information they'd like to get. In the end, they're basically the MVPs of email marketing:
Welcome emails can have up to a 91.43 percent open rate .
The most active leads will be engaged within the first 48 hours after subscribing.
Emails for welcome messages have in average 4x the open rate and 5x that click-through (CTR) of a standard campaign.
Take this welcome email from Sleeknote , for example .
The Sleeknote blog is focused on e-commerce marketing, however their readership is comprised of a range of business owners and marketers. When new customers are asked to provide their personal information and their email address, Sleeknote's Sleeknote marketing team can break the subscribers into four categories:
Ecommerce
SaaS startups
Agencies
Online marketing newbies
Then, users get content that is specific to their needs and interests, helping them make the most of their Sleeknote subscription.
If you're concerned about offending your clients by asking their preferences, keep in the mind that 90% of shoppers have a more favorable perception of companies that offer customers the chance to give customers with feedback.
The bottom line is this In the event of doubt you can ask your readers what they would like to hear. They're likely to be happy to provide you with their feedback.
Take your email marketing up a notch with segmentation
All in all, segmenting your email list is a stellar option to deliver the perfect message to the correct users at the correct date.
If you can segment your mailing list, you can create an individual experience that transforms leads into clients and keeps customers coming back for more.
For a recap, here are five methods you can divide your subscriber base:
Make lead magnets that satisfy different needs, then segment in accordance with which ones your customers choose to download.
Make sure your message is tailored to the place an individual lead can be found within the funnel of marketing. Utilize 5 stages of awareness -as well as our templates -- to send emails that resonate with your audience.
Utilize your customers' purchasing history to provide specific product suggestions.
Make interactive content, such as an online quiz that will help you gain insight into your customers and leads.
You can ask your readers what kind of content they want to get. A simple survey can make a difference.
It could require some trials and errors until you master your groove you can expect to see your sales, customer engagement as well as brand loyalty rise.