How To Make Your Email Marketing More Effective by Segmenting Your List
Creating segments for your email list means you’re splitting your email lists into groups based on certain characteristics (like customers who live in certain area or have purchased one of your products) to make sure you’re only sending customers the content they care about.
Segmenting your email lists is one of the best things you can do to make your email marketing campaigns more effective.
Segmented lists receive higher open rates, higher click-through rates and higher revenue associated with email campaigns than emails sent to regular lists.
(And keep in mind these are suggestions for people who have opted in to receive emails from you. We don’t want any spamming happening!)
Type of purchase made
Segmenting your list of customers based on purchase allows you to send followup emails based on the purchase they just made.
For example, say you’re in the business of selling security systems. You can create a segment of people who’ve purchased a new system and send a series of emails that includes a how-to guide for their new system, an offer for another product that compliments the system and a survey on how they are liking the new product.
Positive vs. negative experiences
Segmenting your list by the type of experience your customer had will allow you to do a few things:
- Email customers who had a positive experience a special incentive to purchase again.
- Send happy customers a request for a referral or ask them to leave you a review.
- Send a discount or voucher to someone who didn’t have a great experience to help mend the relationship.
If you have a base of customers who purchase from your frequently, adding them to a separate list is a great opportunity to send surveys or referral requests.
You know they’ve had positive experiences with your company because they purchase again, so they’re more likely to give you valuable insight or send you a referral.
If you have a list of past customers, create a segment so you can re-engage them and try to get them back in the door.
You can send them a special offer to let them know you miss them and want them to come back to your company.
Do your customers have a specific buying patterns where you can interject emails throughout the process? This is a great segment to set up if you have an annual renewal process for customers or want to check in at certain times during the year.
For example, if you sell a furnace to a customer this winter, you could send them another email around October (before it starts getting really cold) letting them know it’s been a year and to schedule their annual furnace tune-up.
A word about sending to your entire list…
Sending untargeted emails to your entire list is like shooting in the dark and hoping you hit something.
But by targeting your emails, your customer will find your email more relevant and your campaigns will get higher results.
Have you segmented your list another way that we didn’t include here? Let us know on Facebook and tell us what you did and how/if it was effective.