No matter what some say, email marketing isn’t dead! It’s very much alive and kicking. This strategy is still considered to be the cornerstone of many successful marketing campaigns. It’s effective but only if properly executed. One of the most crucial steps in establishing a successful email marketing campaign is segmentation. Unfortunately, many marketers seem to neglect it although the latest data provided by MailChimp show that segmented email campaigns scored 14.69% more opens and 42.64% more clicks than the non-segmented ones. This is a significant difference; we’ll discuss how to segment your mailing lists and tailor the content in your mails to fit the needs of various groups.
Basic Facts & Figures
Some basic information about your potential clients is maybe a good way to start segmentation. Age, gender, level of education, income level, or profession can tell you more about a person’s interests. All those factors can be used for segmenting your email lists. It’s also important to adjust your lingo according to your target audience, and the message you send to a college girl surely won’t be the same as the one you send to a retired accountant. You can obtain this information during a sign-up procedure. Still, you don’t want to be too inquisitive so make sure to require only the information that is truly significant for your business. Otherwise, potential clients can bounce off your page since too complicated registration process can be off-putting.
A World of Difference
It’s important to know where your potential clients and contacts live, because that’s how you can additionally personalize your mails. If your business operates in various time zones, make sure that you optimize your emails with regard to that. For example, if you’re organizing a live webinar, customize email invitations according to geo-locations and time zones. Provide your customers with additional information such as travel directions to your stores, or send them invitations to events in your stores near their location.
By analyzing past purchases, you can easily target your audience according to their interests and needs. This is a no-brainer, as you simply start by sending your clients recommendations for the complementary products similar to that they’ve already bought, or offer them additional items that can be matched with it. Some items require refills or replacement of certain parts, so you can send targeted emails reminding your clients that it’s time to think about reordering. You can also occasionally provide your customers with added value, and offer them an extended warranty plan just before their current warranty is about to expire.
The Color of Money
Each customer is valuable, but still it’s important to know how deep somebody’s pockets are. Analyze your customers’ spending habits and segment your mailing lists according to that. There’s no point in offering somebody items that are a way above their price range. Keeping track of all purchases can tell you a lot about a person, and you can even create a shopping profile that can be useful for future email campaigns.
Down the Funnel
Identifying where (potential) clients are exactly positioned in the sales funnel provides you with essential information for segmentation. If someone is at the top of the funnel, you need to create an email that will inform them about the whole range of products or services your company is offering. That’s how you’ll introduce them to your brand and spark some interest in what you have to offer. After they’ve been visiting your page for a while, you can see what grabbed their attention based on the analytics and tracking so that you can send them personalized emails about specific offers or discounts, and gently push them further down the funnel.
Establishing how often someone purchases can not only help you segment your email strategy but it can also help you increase their shopping frequency. You can send them targeted emails inviting them to shop more and become part of your loyalty program, meaning that they’ll get various benefits, discounts and gifts. Similar to this is identifying purchasing cycles, as certain customers shop once a week, once a month or on special occasions – Christmas or a spring sale. Segment your lists depending on the purchasing cycles and hit your clients’ inboxes just in the right time with special and personalized offers. These tactics can actually be amazingly effective, and with a right segmenting strategy your email campaigns can be successful.
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