The best practices for email segmentation in 2021
Email Segmentation may seem complicated. But it isn’t.
With the rise in email marketing, nurturing your list has become easier.
But, if you have noticed that email marketing is not working for you, you might be doing one thing wrong – Sending the same email to everybody on the list.
A business always has subscribers who are old, new and the in-betweens.
The old subscribers get product updates, newsletters, special offers and industry news.
And say that the brand new ones get a welcome sequence and an invite product code with a discount for subscribing.
The in-betweens along with the old subscribers, get normal daily or weekly emails.
Plus, if your company is conducting an event in Florida, you can segment people in your targeted geo-zone and only share emails related to the Florida event.
Now, how is all this happening when you have automated the whole email funnel?
SEGMENTATION is your answer.
Why you should segment emails ?
Diversity. We are all different people with different needs. If your company offers SaaS solutions, a CEO might need a suite of your products whereas an admin will only need a set of operative tools. If you are a retail business, product recommendations for young women, middle-aged men, mommies, retired army generals can never be the same. You have to divide and organize your list to make your email marketing model work.
5 Main reasons to segment your list
- For relevancy : If a prospect has arrived at your website from a certain known source and signed up, you can send a welcome email thanking them for arriving from that source. This means a lot to you as a business. Why? You can keep a track of what traffic sign up happens from where and focus on the source that sends more traffic your way. Traffic tracking simplified, right?
- Better ROI : Segmented emails’ conversion rates are way higher than generic emails. According to Mailchimp, segmented emails had 14.31% higher opening rates than non-segmented campaigns. They also had 100.95% higher click-through rates than non-segmented campaigns. You can track your emails better when they are segregated into purposeful groups. This brings you higher ROI than an unsegmented list.
- Personalized experience : Neil Patel says emails convert better than SEO or paid ads because of the personalization factor. A Facebook ad cannot be segmented. You design it, run it, may be target it, but that’s it. There is no scope for utilization of personal message matching. Whereas in emails, depending on the user activity, buying history, product interest and the elements that are bringing in subscription, buyer interest can be studied. This data can be used to customize your message for laser-focused targeting. The target cluster list may be small, but they are highly viable and profitable.
- List retention : Wordstream quotes some fantastic facts and stats about email marketing segmentation. They say that 80% of retail professionals claim that email marketing plays a gigantic role in customer retention. This is not possible if you keep sending the same emails to Emily, John, Rob and Rachel. They are all different people with different needs and requirements. Plus, in 2018, when brand competition is at its peak, customers prefer the personalized umbrella to the one found everywhere.
- Branding Experience : If you do not segment your emails, you might be sending too many emails to everyone on the list. There is a high probability that you are sending the same email multiple times. This comes across as spammy. Your subscribers may report you or unsubscribe. Or, if you do not send enough emails in fear of repeating your emails, people forget you. In order to avoid both the scenarios that make you lose customers, you should segment your list to suit all the phases of your sales cycle.
How to segment emails – Factors to consider
Email Segmentation is influenced by many factors. It depends on the positioning of your prospect or customer in the sales funnel.
Depending on the sales phase your prospect is in, you send them emails that suit their interests.
- Triggered segmentation – This is the most common and easiest type of segmentation. If a user has downloaded a freebie or has just subscribed, you can segment the user accordingly and drop him into one of the phases. This way, the user gets only relevant emails.
- Purchase history – For the users who have purchased products, Email Marketing Segmentation you can create a separate funnel altogether. You can segment this further depending on bulk purchases that cross a certain amount, one-time product purchase, frequent purchases or customers with a big purchase gap.
- Shopping interests – This is done by studying page-level behavior. See how you can make use of artificial intelligence to recover from cart abandonment.
- Demographics – Depending on the geography, age and gender, you can further customize the product recommendations, event-based recommendations, location-based suggestions etc.
- Engagement – If your emails are extremely engaging, and if you see that your subscribers reply to your emails, they are very much likely to buy from you. When new updates or features are rolled out, this list is 68% more likely to respond, give feedback and buy.
Tools that enable Email Segmentation
If you aren’t segmenting emails, you will lose subscribers in the long run (or even quickly). If you lose subscribers you are losing business. Because, “Money is in that list”.
Have you got your list sorted? If not, find out the correct elements to pick to segment your list.