As an email marketer, it is your responsibility to send out a unique message to match the market need. That means, the lexicon, timing, and offer you use to speak to your potential customers should suit their personalities. Though, if you are getting a bunch of sign-ups to your email list from the similar opt-in form, how would you distinguish these subscribers and converse to them as individuals not a vague group?
The answer is email list segmentation. This approach involves gathering information from your subscribers either at opt-in or a survey that notifies you more about their individual characteristics. Eventually, segmentation facilitates you to segregate your mailing list into smaller sub-groups that all obtain different communication and offers from your product or service, ensuing in high conversion rates.
Here are some important tips on how to segment your mailing list effectively:
1. Divide list according to geographic area
Based on how wide-reaching your marketplace is, you may find it useful to make geographically-oriented list segments in order to adapt your promotions to regional language or events. By dividing your list according to geographical area, you will be able to send persuasive, highly-targeted messages to the customers in your network.
2. Consider your customer's buying history
If you depend on one main list to include all of your subscribers, you will likely have people who have not at all bought from you, those who have selected a product and others who have reacted on each single offer you have delivered in the mix. In this case, think about making a list segment that targets customers, your top purchasers and offers them unique promotions that remunerate their trustworthiness. Doing so can be the best way to strengthen the relationship between your best consumers and your product.
3. Make use of discarded shopping carts
Based on how you have your e-commerce system and email lists arrangement, you might be able to create list segments that have members who have gone away from products in their shopping carts. Recover potential lost sales by developing list segments that reach to these users and provide them with specific incentives to complete their orders.
4. Check customer behavior data
Open and click-through rates, recent or last visit are some essential elements which can give you information regarding your target audience. Through using this data you will be able to know who is more reactive to your emails. The users who unfold your emails all the time or repeatedly can possibly be tested with obtaining more frequent e-mails.
5. Use data of current subscribers
Current could be 3 to 6 months, or it may be since the last campaign you delivered a month ago. By using both ways, the new subscribers should be divided and provided with special attention. Don't be so fast to conclude the courting period. You could give more deals or discounts on your products or services, thus giving them the feeling that you have not just abandoned them.
6. Think about disengaged subscribers
If a subscriber who has not opened or clicked on your email over an extensive period of time can be considered inactive or disengaged. As an alternative of writing them off as a missing cause, put them into a different group and send them a targeted restoration campaign in the near future.
7. Segment your list by producing interest-based preferences
Don't be frightened to ask for information you do not have, such as new concerns and reorganized email addresses. Advice customers that it will help you deliver more appropriate emails, and repeat them that you will manage their confidentiality at all cost.
Thus, list segmentation is the best way to get most out of your email marketing list, so add this tactic to your marketing campaigns today.
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