The practice of breaking up the list of your emails into more manageable groupings based on shared traits is known as email segmentation. This enables you to send each group more focused and pertinent emails, which may result in increased opening rates, click-throughs, and conversions.
Segmented Email campaigns have an average open rate of 46% higher than non-segmented campaigns making it beneficial for your business to grow. Also, segmented lists generate 58% more revenue than non-segmented campaigns.
Your email list can be segmented in a variety of ways, although some of the more popular ones are as follows:
- Age, gender, locality, and income are just a few examples of demographic information.
- Behavior: This covers past purchases, online browsing, and email participation.
- Interests: This category comprises information such as the kind of material they subscribe to, the products or services that they’ve purchased, and the activities they have carried out on your website.
Benefits of Segmenting Lists
- More open and clicks: When you send tailored emails to customers who find value in what businesses have to say, they’ll be more inclined to open the emails and click the links inside. Email campaigns using segments have an open rate that is 760% greater than those without segments.
- Increased conversions: Subscribers who are prepared to make a purchase are more likely to convert when you send them pertinent emails.
- Lower subscription rates: if you send interested subscribers emails, they are far less inclined to opt out of your list. The unsubscribe rate for segmented email marketing is 47% lower than that of non-segmented programs.
- An increase in customer interaction: occurs when you send those who sign up emails that are pertinent to their wants and interests. Up to 25% more customers may become lifetime customers through segmented email campaigns.
- Increased ROI: By enhancing the KPIs mentioned above, segmenting your emails can help you increase your ROI. Segmented email campaigns can increase revenue by up to 3x.
Once you’ve chosen your list, you list, then can start breaking it up into pieces. There are segmentation capabilities integrated into the majority of email marketing systems, which makes it simple to establish and maintain segments.
Here are some pointers for efficiently segmenting your email list:
- Begin with a few fundamental parts: At the start, avoid trying to divide your list too precisely. Simple groups like new clients, active subscribers, and inactive subscribers are a good place to start. As you gather more information about your subscribers, you can always add new segments later.
- Make segmentation judgments based on data: Don’t divide your list according to intuition. To find out additional information about those who receive your emails and their preferences, use information gathered by your email marketing software and other sources. Make sure your portions can be used for action. To deliver more relevant and targeted emails, segmentation is used.
- Make sure your parts are actionable: which means that each section should have a distinct objective. For instance, you could want to send new members a welcome series or current subscribers who haven’t purchased in a while an offer for a discount.
- Update your portions often: You must update your segments as your clients’ behavior and preferences change. By doing this, you can be confident that you will constantly be emailing the appropriate recipients.
- Your segmentation plan should be tested and improved: Your segmentation plan should be tested and improved over time to determine which method is best for your target demographic. This may be accomplished by monitoring your email stats and determining which section performance is superior to others.
- Send new subscribers a welcome series: This is a fantastic approach to get new subscribers interested in your company and to begin interacting with them. You may tell readers about your business, your offerings, and the email marketing campaign using your welcome series.
- Sort your list according to previous purchases: This enables you to send subscribers tailored emails depending on the items they have already purchased. To subscribers who have previously bought a comparable product, for instance, you might send them an email with a product recommendation.
- Sort your list according to email engagement: This enables you to send subscribers tailored emails depending on how they have previously interacted with your emails. Sending a re-engagement letter to subscribers who haven’t opened it in a while is one strategy.
- Sort your list according to your interests: This enables you to send subscribers personalized emails depending on their interests. For instance, you may email readers who have previously visited or committed to your blog with a blog article.
A potent strategy you can use to boost the effectiveness of your email marketing is email segmentation. By using the above advice, you can begin segmenting your e-mail list successfully and delivering your subscribers more focused and pertinent emails.
Even Netflix has increased its open rates by 17% by segmenting its list based on viewing history and interests. Amazon has improved its revenue by 12% by segmented lists which are based on purchase history and recommendations.