What exactly is email segmentation? (and 5 methods to utilize it correctly) |
What exactly is email segmentation? Segmenting emails can increase the open rate, keep customers engaged, and reach more mailboxes. Here's how it works.
What gives?
If you're sending each email to everyone on your list, that's a likely culprit. Your audience is made up of individualsand are expecting you -- as well as every business they interact with -- to treat them accordingly.
Here's the good news: You don't need to craft a laborious, personalized email to each user.
Instead, use email segmentation. By segmenting your emails it allows you to provide your subscribers the content they desire, which means more engagement with your emails, less unsubscribes, and happier customers.
First, let's be sure we're on exact same page regarding the definition of email segmentation.
What is email segmentation?
Segmentation refers to the procedure of breaking your list of email subscribers into smaller groups -- a.k.a. segments based on set criteria.
Instead of sending the same message to their entire list marketers can instead send specific email messages to their subscribers according to segments' demographics, preferences as well as purchase history and much more.
Why is email segmentation essential to an email marketing strategy? Read on to learn more.
The reason why you should use the email segmentation feature?
Marketing via email is among the cheapest and most effective marketing tools:
59 percent of marketers cite email as the top source of revenue.
Email drives 174% more conversions over social media.
Marketing via email has a return on investment that is around $40 for every dollar spent .
...but only when you are using the correct method.
More than ever before people expect to have a customized experience every time they contact the brand. Email isn't an exception.
74 Percent of marketers say personalization increases engagement.
72% people do not engage with messages that target the interests of their customers.
Relevant emails generate 18 times more money than general broadcast email.
63% of consumers are greatly annoyed by brands that send generic messages.
51 percent of marketers who use email say that email list segmentation is the most efficient personalization tactic.
This is where segmentation comes into play.
Segmentation lets you send different email messages to distinct users based on their interest and past behaviors, as well as where they are in the selling process, and so much more.
In other words, you wouldn't need to send an welcome email to an old-time client, or to announce the date of a local celebration to someone who is halfway across the globe.
More than just annoying that one subscriber, you can be causing harm to the delivery of your email.
Deliverability refers to how many of your messages get to subscribers' inboxes .
Email service providers (ESPs) and Inbox service providers (ISPs) want to make certain that no spam emails do not end up in the inboxes of users, therefore they keep track of a variety of engagement metrics related to email for each sender. These include:
It's Open
Clicks
Unsubscribes
Bounces
Spam report
In simpler terms Simply put, if your customers are able to open and then click on the hyperlinks in your emails, that's great for your deliverability. If they unsubscribe from your email in the absence of reading them or mark them as spam, it could affect your deliveryability.
If you're receiving excessive spam complaints, ISPs can block your email entirely.
"Think about email engagement as a type of trust gauge. If you send emails that have an overwhelmingly positive response the mailbox provider will view your email as credible and reward you with improved delivery rates," explains email compliance analyst Robert Colomberti .
What do these issues have to relate to the concept of segmentation?
When you segment your mailing list and send targeted emails, you will be able to create a list tailored to your subscribers' interests. If you're able to send pertinent and targeted emails, you'll be able to avoid the most common reason that people label emails spam.
When it comes to the ability to deliver, it's about quality, not quantity. Segmentation helps you concentrate more on those who are active as opposed to inactive subscribers who are unlikely to become customers.
"Sending emails to your contacts who are active will result in more positive engagement with your emails, and more positive email engagement will result in better deliverability," Robert shares.
OK, now knowing the reasonsemail segmentation is essential Let's look at the details of.
How to segment your email list (5 expert email segmentation strategies)
The more information you gather about your contacts, simpler it is to break down your email list.
It's not a reason to develop endless email segments to make a point.
Yes, it's possible to get a bit overboard by adding a segment to each demographic, geographic psychological, psychographic and behavioral evaluation out there .
The larger the segments you make and the bigger task you'll have to do in particular if you plan to distribute different email promotions to all groups of customers.
Instead, think about the uniqueness of each segment:
What factors influence their buying decisions?
What makes them stand out in comparison to their counterparts?
What challenges do they come through while trying to achieve their goal?
What are they most interested in learning about?
If you're thinking about these questions, here are five pro methods to segment your list of email addresses beyond geographic.
1. Provide lead magnets for them to find out the interests of their customers and their requirements
After you create multiple lead magnets, start segmenting subscribers based on which lead magnet they download.
Take Ryan of Signature Edits as an example. Signature Edits offers templates, presets, and training for their target group of photographers.
Ryan knows that different photographers have various issues, which is why Ryan has two lead magnets: a sample of his candid posing guide as well as an free pack of photo editing presets .
When someone downloads one of the lead magnets Ryan will send them follow-up email to tell them more about how his services and his company could help them to succeed.
In the case of a person who signs up for the presets for photo editing, Ryan knows that editing could be an area of interest (or even a pain point -- for that person. With that info on hand, Ryan can confidently promote the editing tools to that potential customer.
Ryan is hosting his lead magnets through the website, which makes it simple to make segments based on the lead magnets downloaded.
This is how it will work:
From your dashboard, go towards the Email tab. Choose "Create" and select "New Broadcast".
Give your email a subject line. Next, select which recipients will get your message.
When you host an online product or membership on -- whether for sale or for free, you are able to select those who downloaded or purchased that product as the recipients.
Customers who (1) are subscribed to your list of email addresses or (2) have bought or downloaded the product are notified by email. That's it.
Check it out by yourself using a trial account.
If you don't have time to create several lead magnets, don't worry. There are many other methods to divide your lead -- including our next tip.
2. Tailor messaging to their awareness level
Another method of segmenting your list of email subscribers is to determine where subscribers fall in your marketing or sales funnel.
A marketing funnel maps a potential customer's journey from their first interaction with your brand until they buy.
Where a lead is within the funnel is based on how well-versed they are with your product or brand and the degree to which they're close to making a purchasing decision.
Different marketers divide their marketing funnels into different stages, including the five stages of awareness :
Really unaware:They don't know they have a problem.
Trouble-awareThey recognize they've got an issue but do not have the knowledge to solve it.
Solution-aware:They know there are solutions, but they don't know the solutions to your problem.
Products-awareThey are aware of your productbut don't know whether it's the right solution for them.
Most well-aware:They know about your product and may be considering purchasing it, but need additional information.
If you know a subscriber's awareness stage, you can send them personalized emails according to the information. (Personalized emails result in the conversion rate up to six times more than emails that are not personalized which is why it's worth it.)
For example, a solution-aware leader knows there is a solution to their issues, however they need to be educated about your product. Use your email copy to build this subscriber's confidence in your ability to help achieve their goalsas in this template for email:
"Hi" [first nameHello [first name,
Have you ever struggled to solve your problem?
In a way that makes you feel [emotion].
If so, you're not alone.
This is the solution:
[Step 1]
[Step 2]
[Step 3]
Sure, there's a little more, but nothing all that much.
This is it.
Hallelujah for simple methods.
If you're interested in learning more about it, go to our [link resources page].
Copy the clipboard to your computer[signature]
What happens when a customer reaches the bottom of the funnel and becomes a client? This is the right way to do it.
3. Consider their purchase history
The upselling process encourages consumers to purchase the latest version of your product, while cross-selling recommends a item or service that is compatible with what they already purchased.
One creator who makes the most out of opportunities to upsell can be Reuven Lerner .
Reuven is a software engineer who transformed his training company that was based in the offline world into online training courses that cater to every stage, such as the "Intro Python" course for beginners.
"If you offer a variety of courses -- including intro advanced, intermediate, advancedYou have an opportunity for an upsell since if they really enjoy your introduction course, they will beg you for a more advanced course... They'll say, 'You know what? I'm going to purchase every single one of them.'"
Reuven could target customers who've completed his introduction course, and suggest that they sign up for a more advanced course. A staggering seven-quarters of customers are more likely to buy if they're given specific product suggestions.
And building that kind of customer loyalty is an excellent for business:
52% customers go over and above to buy from companies they're loyal to.
Customers who have been customers for a long time are 9 times more likely to be converted over a new customer.
It can cost as much as seven times more to get a new customer than to keep an existing one.
Like lead magnets, this makes it easy for authors like Reuven to separate customers according to their purchase. When you go to broadcast an email you can simply choose the name of the product under "Recipients".
As before, customers who (1) have signed up to your list of email subscribers and (2) have purchased that product will receive the email.
To sum it up, when you know what your subscribers have already purchased (and liked) and loved, you can send them emails with specific recommendations, and convert them into repeat customers.
4. Utilize interactive video
Interactive content refers to all kinds of content that requires active participation from the user. It's quickly becoming one of the most successful and popular types of marketing through content: 88% of marketers say that interactive content can help them distinguish their company from their competitors.
Plus, interactive content produces almost double the amount of engagement of static content.
Creator Minessa Konecky of Direct to Success uses interactive games to attract and get to know new prospects.
Minessa developed an online lead generation test " What's Your Business Blocker? ", with Interact Quiz Maker. Interactive Quiz Maker .
When someone has completed her test, Minessa segments them into the following three groups:
In a state of overwhelm:Small business owners who have too many things to handle and aren't sure how to manage their time.
Professional midlife:Entrepreneurs who know what they require to know, yet aren't quite sure how to integrate all the actions into a strategy.
Perpetual Procrastinators:People who are aware of exactly what they have to accomplish, but can't get started by themselves.
Based on which group each lead falls into, Minessa moves them through the funnel by giving them three mini-courses addressing their specific issues.
When her leads are reach the end of the funnel, Minessa introduces them to her merchandise and asks them to make an order or sign up for her program, The Squad Academy .
By bringing in leads with interactive content Minessa gives customers a more personalized experience starting with the initial email subscribers receive through all the way to the end of the customer's journey.
Before we wrap up we have one more segmentation method to show all of you. It's all because of my mom.
5. Find out what they are looking for.
The best advice I've ever received is "it never hurts to ask." (Thanks mommy!)
It's a fantastic tip for life -that can be applied to understanding the needs of your customers, too. An online survey on segmentation helps you understand the kind of content that customers want to see.
"Even sending a one-question survey will help you determine the interest, want or requirement from your subscribers," explains the digital marketing expert Erik Harbison . "This will help you identify a better strategy for your message, cadence of sending and your expectations."
Your welcome email is the perfect opportunity to ask new subscribers what kind of content they want to receive. After all, they're the best of the bunch in email marketing:
Welcome emails can have up to a 91.43% open rate .
Leads who are new to the market tend to be most engaged within the first 48 hours after subscribing.
Emails for welcome messages have, on average, four times the rate of open and five times that click-through (CTR) of a typical campaign.
Check out this welcome message from Sleeknote , for example .
The Sleeknote blog is focused on online marketing, but their audience comprises a variety of entrepreneurs and businesses. In asking new subscribers to identify themselves as a subscriber, Sleeknote's Sleeknote marketing team can break them into four segments:
Ecommerce
SaaS startups
Agencies
Online marketing newbies
From there, subscribers receive content tailored to their role and preferences, allowing them to maximize your Sleeknote subscription.
If you're concerned about offending your customers with their feedback, keep in the mind that the majority of shoppers have a more favorable perception of companies that offer them an opportunity to provide their feedback to customers.
The bottom line is this If you're not sure you can ask your readers what they would like to hear. They'll probably be delighted to share their thoughts with you.
Bring your marketing via email to the next level with segmentation
All in all the process of segmenting your list is a stellar way to send the right message to the appropriate recipients at the appropriate time.
If you can segment your list of email addresses, you can create an experience tailored to your needs that converts leads into customers and keeps them coming back for more.
In case you're wondering, here's five methods you can sort your subscribers into categories:
Create lead magnets that meet diverse needs. You can then categorize according to which lead magnet the users choose to download.
Make sure your message is tailored to the place a lead is on the sales funnel. Use the five stages of awarenessalong with our helpful templates -- to send email campaigns that hit home.
Use your customers' purchase record to offer specific product suggestions.
Create interactive content, like the quiz, which helps you gain insight into your prospects and clients.
You can ask your readers what kind of content they would like to receive. A simple survey can go a long way.
It may be a bit of trial and error until you master your groove, get ready to watch your sales, customer engagement as well as brand loyalty rise.