Email Marketing Segmentation Strategies

By Dr Daleen Smal | Email Marketing

Nov 28
Email Marketing Segmentation Strategies

If you have a business, be it online or old-school brick and mortar, you must start email marketing segmentation strategies.

Segmentation allows you to send customers relevant messages and that means better results for everyone involved. Your customers have a better experience and that leads to more effective sales opportunities for you.

1. Why Email Marketing Segmentation Works

Email marketing segmentation strategies work because you send emails targeted at people interested in that specific topic. They are the most likely to buy what you’re selling. Imagine sending an offer for ballet shoes to soccer players. You will not get many sales. Segmenting helps you with getting better results from your marketing campaigns because you target the right people with the right offer.

In a study by MailChimp, almost 11,000-segmented campaigns were sent to 9 million recipients.  They compared the results to other email campaigns, which weren’t segmented. The study showed sending segmented emails increased the chances of the emails being read by over 14%. It increased the chances of getting clicks by 100%. And revealed sending segmented emails resulted in a 9% drop in recipients unsubscribing from a list.

Sending segmented emails increased the chances of the emails being read by over 14%. It increased the chances of getting clicks by 100% and resulted in a 9% drop in unsubscribing from a list.

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These numbers are awesome in email marketing terms and profitability.

Besides, your open rates on emails are so much better and improve your sender reputation status. This reduces the chance of your emails going to the spam folder, which damages your profitability.

Key Points:

  • Segmentation works because you target the right people with the right products.
  • Correct segmentation reduces the unsubscribe rate.
  • And segmentation increases open rates and profitability.

2. Start with New Subscribers

New subscribers are the best place to start when segmenting your email list. You asked for their email address, so don't leave them out in the cold. Give them a warm welcome by sending them a personalized ‘thank you’ or ‘welcome’ email. It’s a good time to introduce yourself, tell your story, and what they can expect from you. 

Don’t stop at sending a welcome email to new subscribers. New subscribers are psychologically ready for emails from you. They're more engaged, they haven't seen your content before and they're statistically more likely to click and open your emails.

Send them a series of emails containing valuable content, from newsletters to your most recent blog posts. This is the time to engage with new subscribers and start a conversation with them.

Key Points:

  • Give new subscribers a warm welcome by sending them a personalized ‘thank you’ or ‘welcome’ email.

  • Send new subscribers a series of emails containing valuable content, from newsletters to your most recent blog posts.

  • New subscribers are psychologically ready for emails from you and are more engaged.

3. Pay Attention To The Buying Cycle

Understanding where your customers are in the buying cycle and purchase lifecycle helps you to make more intelligent and powerful marketing decisions. It is well-known that if you approach the right customer at the right time with the right product or service that a sale is almost guaranteed.

As you design your email marketing content, keep in mind what information customers might need before they buy and when they need it. Knowing the buying cycle of your customers will allow you to send emails to those who will be most likely to make a purchase.

You position yourself as a thought leader when you use email marketing segmentation and its linked content to educate your audience. You stay top of mind among your prospective customers and they will be thinking about whether they might need your product or service.

Key Points:

  • Understanding where your customers are in the buying cycle and purchase lifecycle helps you to make more intelligent and powerful marketing decisions.
  • Knowing the buying cycle of your customers will allow you to send emails to those who will be most likely to make a purchase.
  • You position yourself as a thought leader when you use email marketing segmentation and its linked content to educate your audience.

4. Running An Affiliate Program

With affiliate marketing, you are using a performance-based advertising channel in which you pay a commission when your affiliates sell one of your products. Help your affiliates to be successful because the more successful they are, the more successful you are.

By realizing your affiliate program is one of your products and affiliates one segment of your customer base, is the first step to success. Create an onboarding process for affiliates. Use email to welcome them, communicate information about getting started, links to branding assets and creatives, your affiliate dashboard, payouts, promotions, and anything else they need to be successful.

You need a basic affiliate marketing strategy on top of your overall marketing strategy. Nurture your affiliates just like any other customer segment. Send personalized emails with useful information targeted at their needs and interest.

Using email-marketing campaigns is a great way of keeping your affiliates involved.

Key Points:

  • Help your affiliates to be successful because the more successful they are, the more successful you are.

  • By realizing your affiliate program is one of your products and affiliates one segment of your customer base, is the first step to success.

  • Nurture your affiliates just like any other customer segment. Send personalized emails with useful information targeted at their needs and interest.

5. Location-Based Segmentation

The saying ‘birds of a feather flock together’ applies to location-based segmentation because people in different locations display different characteristics, needs, and wants.

Geographic segmentation can be countries, states, or cities. But it may also include geographic factors, such as climate or cultural preferences.

The point of segmentation is to group similar customers together to tailor unique messages to them. The more value you give to your subscribers, the more responsive they’ll become. That’s when your subscribers open your emails, see lead magnets, and click links.

If geographic segmentation makes sense in your business, then use that in your email marketing strategy to serve customers better and increase profits.

Key Points:

  • People in different locations display different characteristics, needs, and wants.

  • The point of segmentation is to group similar customers together to tailor unique messages to them.

  • If geographic segmentation makes sense in your business, then use that in your email marketing strategy to serve customers better and increase profits.

6. Pay Attention to their Preference

This is one of the email segmentation’s best practices but many marketers ignore this. They fail in their email marketing campaigns because they overlook the preferences of their customers. Customer preference should help you find the most efficient way to get your message across.

Test to see what works for your customers because businesses and customers are different. There is no one size fits all. Simply ask your customers how they would like to receive your emails and how often.

Remember to give subscribers an option if they wish to opt-out. If they can’t find a way to opt-out of your emails, they will report it as spam and that is damaging to your business. Don’t be afraid to give your audience control, which they will appreciate.

If your content is good, you should see good results. Delivering value works best and you can get it right by understanding your customers’ preferences.

Key Points:

  • Businesses fail in their email marketing campaigns because they overlook the preferences of their customers.

  • Test to see what works for your customers because businesses and customers are different.

  • Simply ask your customers how they would like to receive your emails and how often.

7. Use Lead Magnets

Lead magnets are important in your business because they form a bridge from awareness to like and trust. Your lead magnets give people the chance to decide if they want more of your content before they take out their wallets.

But lead magnets also allow you to research your customers. This exchange of information helps to build trust. As they trust you, your business grows. A well-thought-through lead magnet will enhance your reputation.

Lead magnets are a great way to find out which content and service the visitor is interested in. It allows you to segment and customizes your email marketing campaigns so you don't start sending random emails to subscribers.

It is up to you to find what your customer cares about and is more interested in and lead magnets are a great way to do this.

Key Points:

  • Lead magnets are important in your business because they form a bridge from awareness to like and trust.
  • Lead magnets are a great way to find out which content and service the visitor is interested in.
  • It is up to you to find what your customer cares about and is more interested in and lead magnets are a great way to do this.

8. The Abandoned Form

What about those website visitors who began filling your online form, but didn’t complete it? Whether they lost interest or got distracted, you can recover them by sending an email to remind them to complete the process.

This is the most important part of conversion optimization. Did you know that 81% of people have abandoned a form after beginning to fill it out?

Reducing form abandonment will save you lots of money and increase your sales. Besides, people who start to fill out your forms are strong leads. They are giving you a signal that they’re interested. When you focus on lowering your form abandonment rate you may see increased income.

You may find it helpful to use WPForms Form Abandonment add-on on your website.

Key Points:

  • Recover abandoned forms by sending an email to remind them to complete the process.

  • Reducing form abandonment will save you lots of money and increase your sales. Besides, people who start to fill out your forms are strong leads.

9. Don’t Forget the Abandoned Shopping Cart

Any item that enters the shopping cart but never makes it through the final transaction is considered to be “abandoned” by the shopper. This could signal a poor user experience or broken sales funnel.

You must try and re-engage those shoppers because they are hot leads who signaled they want what you offer. But without understanding why customers abandon carts, it is difficult to reduce cart abandonment.

The most cited reasons for cart abandonment are not showing all costs upfront and asking shoppers to create an account first. This leads to poor customer experiences. Focus on great customer experiences during the payment process.  

Keep your website design simple and make it easy to buy and take away the guesswork from the process. The customer should experience a seamless transition from choosing a product or service to adding it to the shopping cart and pay. Anything complicated and you’ve lost valuable customers that will probably never come back unless you make an effort to nurture those leads and bring them back. 

Key Points:

  • Pay attention to the abandoned shopping cart because they are hot leads who signaled they want what you offer.
  • Focus on great customer experiences during the payment process.  

Conclusion

If you’re offering different types of products or services on your site, segment your customers by purchase type. There are many email segmentation ideas that you should try. You want to do everything possible so your emails don’t end up in the spam folder, damaging your open rates and profitability.

Learn More

Do you want to learn more about effective email copywriting?

In our learn-on-demand course Email Copywriting Made Easy you'll bring your email marketing to the next level.

Perhaps you are struggling with email marketing and are frustrated with the results you get. You want your readers to open your emails, read them all the way through, and then take action.

This course shows you best practices in email copywriting to skyrocket engagement and sales.

Head over to our course to learn more about the course and then decide if you want to sign up. 

Learn More About Email Copywriting

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