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.

“But, why? There are so many other things to do!”

The reason why you ought to use it is that it is an effective mechanism for sales opportunities.

1. Why Email Marketing Segmentation Works

Email marketing segmentation strategies work because you send emails targeted at people interested in a 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. You are able to 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. What they found were astounding. 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 that’s not all. The study also revealed sending segmented emails resulted in a 9% drop in recipients unsubscribing from a list.

These numbers are awesome in email marketing terms. These statistics are good reasons why you should be doing email marketing segmentation.

There’s one more reason to consider email marketing segmentation. Your Internet Service Provider (ISP) looks at the emails you send and the open rates on those emails. This factor is important because unopened emails will damage your sender reputation status. ISPs pick up which emails are not getting attention by recipients. They will start sending your emails straight to the recipient’s spam folder. That’s not where you want your emails to go as your profitability will suffer.

We’ve established the importance of email marketing segmentation. Let's now look at email segmentation best practices.

Summary:

  • Segmentation works because you target the right people with the right products.
  • Segmentation reduces unsubscribe rate. 
  • Segmentation increases open rates. 

2. Start with New Subscribers

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 and tell your story.  

Don’t stop at sending a welcome email to new subscribers. Send them a series of emails containing valuable content, from newsletters to your most recent blog posts. Send them to your anchor posts most related to their interest. Don’t forget to use only your best content when starting the conversation with new subscribers.

Summary:

  • Welcome new subscribers. 
  • Send them a series of emails containing valuable content.
  • Use only your best content when starting the conversation with new subscribers.

3. Pay Attention to the Seasonal Cycle

Certain products or services have a seasonal cycle. If you happen to be dealing with those seasonal products and services then it pays to know when your customers make purchases.

If you sell perishable goods or baby diapers, you can assume that your customers are going to run out of them eventually. Knowing the buying cycle of your customers will allow you to send emails to those who will be most likely to make another purchase.

Summary:

  • Pay attention to your seasonal products and buyer cycle.
  • Knowing the buying cycle of your customers will allow you to send emails to those who will be most likely to make another purchase.

4. Running An Affiliate Program

Are you running an affiliate program? If you are, don’t forget about your affiliates. Affiliate marketing is all about nurturing your connections, which will pay off in the end.

Create personalized emails just for the affiliates in your program. Using affiliates is a give and take relationship. You can’t only expect your affiliates to sell your products and services. Using email-marketing campaigns is a great way of keeping your affiliates involved.

Summary:

  • If you run an affiliate program don't forget to nurture your affiliates.
  • Using affiliates is a give and take relationship. 
  • Keep your affiliates involved.

5. Location Based Segmentation

Unless you expect people from all over the world to attend an event you are organizing, don’t broadcast emails to everyone on your email list.

Segmenting your emails by location gives you a chance to send invites or updates to people in a particular city or state. You can use the subscriber’s location to send targeted emails to let them know of any upcoming events in their area.

Summary:

  • Don't broadcast to everybody on your list when you're organizing a local event. 
  • Use the subscriber’s location to send targeted emails to let them know of any upcoming events in their area. 

6. Pay Attention to their Preference

Pay Attention to their Preference

This is one of email segmentation’s best practices but many marketers ignore this. They fail in their email marketing campaigns because they overlook the preference of their customers.

Customer preference should help you determine the most efficient marketing channels to help you get your message across. Ask your customers how they would like to receive your emails. Remember to give them 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. Give your audience control, which they will definitely appreciate.

Summary:

  • Don't overlook the preference of your customers.
  • Ask your customers how they would like to receive your emails. 
  • Remember to give them an option if they wish to opt-out.

7. Use Lead Magnets

Lead magnets are a great way for you to find out to which service the visitor subscribed. Don't start sending random emails to subscribers. Customize your email marketing campaigns by taking into account the type of lead magnet they asked for.

Send them emails about the topics that interest them. While some of your customers will opt in for a specific lead magnet, others might opt in for many lead magnets. It is up to you to find what your customer cares about and is more interested in.

Summary:

  • Lead magnets are a great way for you to find out to which service the visitor subscribed. 
  • It is up to you to find what your customer cares about and is more interested in.

8. The Abandoned Form

What about those 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.

Customize your signup form to gather email addresses whether the visitors complete the information or not. Use WPForms Form Abandonment add-on on your website.

Summary:

  • Recover abandoned forms by sending an email to remind them to complete the process.
  • Customize your signup form to gather email addresses whether the visitors complete the information or not. 

9. Don’t Forget the Abandoned Shopping Cart

While you’re at it, pay attention to the abandoned shopping cart if you have one. You can re-engage those shoppers who added something to the shopping cart and didn’t complete the transaction.

Keep the website’s design simple to make sure your visitors don’t leave before completing a transaction. 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 their shopping cart and pay. Anything complicated and you’ve lost a valuable customer that will probably never come back.

Summary:

  • Pay attention to the abandoned shopping cart if you have one.
  • Make it easy to buy and take away the guesswork from the 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.

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