Email list segmentation; the art of getting the right message, to the right person at the right time. The first step to email list segmentation is reviewing your customer data. This could be something as basic as age or gender, but it can also be something more refined like what they are buying and when. Figuring out who your customers are, and how to segment them can initially be a little tricky, but understanding what sets your customers apart will always help you to effectively segment.
There are a number of ways for you to segment your email list including; age, gender, purchase history, behaviour and even geography. Actively applying email list segmentation to your email marketing has numerous benefits to your organisation;
Lower unsubscribe rates
People subscribe to emails because they expect to receive relevant content which will provide them with some sort of value. Not to be bombarded with any old content that is of little interest to them. By segmenting your list, you can ensure that your subscribers are receiving the content that they want to receive and therefore, reduce your unsubscribe rates significantly.
Making your customers feel valued will inevitably lead to a better brand experience that your customers will want to experience again and again, developing loyalty and an emotional attachment to your brand.
By providing your customers with content relating to their preferences or history will increase the likelihood of repeat purchases, giving you the competitive edge.
Using segmentation will allow you to specifically target sections of your subscribers, instead of a blanket blast out to your whole database, meaning you send volumes will decrease and your cost reduce.
As your subscribers begin to see that all of the content they receive from you is of interest to them, they begin to develop a positive perception of your brand and your communications.
Better email engagement
Subscribers who have an interest in the content are far more likely to engage than those who don’t. So by using segmentation you can increase the performance of your campaigns.
Improving all the factors above all result is what most brands are aiming to achieve with their email marketing – increasing profitability for their business.
Most businesses don’t sell to just one type of customer. Even if you only sell one product or service, your customer base will be made up of different people, from different walks of life, with different needs and wants. Therefore, a one-size-does-not-fit-all approach will inevitably yield better results, rather than a generic blanket approach.
In order to achieve the best possible results, you do not necessarily need to have a large customer database. When it comes to email list segmentation, it really is a case of Quality over Quantity, as the bigger the list, the harder it is to create interesting content for every recipient. So in this instance, size really does matter!
For more advice on Email List Segmentation, or if you would like more information about how we can make email marketing easy for you, request a callback or call us on +44 (0)1327 811884.