The Basics Of Email Segmentation + 5 Ways You Can Use Segmentation For Your Business

Email segmentation can greatly increase your email open rates, your conversion rates, and your revenue.

So, what actually is Email Segmentation?

Although you’re effectively managing your email list, you must realise that no two customers are the same. One of your subscribers may be eager to receive promotions and discounts from you, while another may be only looking for valuable advice and other information from your emails.

The more you are able to figure out the needs of each individual customer and cater to them, the more they will respond and interact with you. By responding, we mean they will open and read your emails and take action.

Making online purchases after reading email.

Did you know that email marketing campaigns are more effective than SEO, ads, or social media channels? That means if you focus on this one aspect of your digital marketing strategy, you’ll get a high ROI (Return On Investment) and greatly improve your conversion rates.

So once you have a couple of valuable lead magnets in place and your subscribers are pouring in, it’s time to give email segmentation a thought.

What Is Email Segmentation?

Email segmentation means to divide your email lists based on certain criteria into smaller segments.

Consider why your email list subscriber joined your list in the first place and segregate them so that you can send the most appropriate email messages to each customer.

Which one of your lead magnets did your subscriber sign up to? That would give you a clue about what he or she is looking for.

Consider why your email list subscriber joined your list in the first place.

Figure out what unique pain points your subscriber has and where he or she is on his or her journey. Once you have that information, you can break your list down into smaller segments based on that information.

A good email segmentation strategy involves the use of segments based targeted emails to increase sales and improve conversion rates.

Why Use Email Marketing In The First Place?

Email marketing campaigns allow you to deliver value and create a lasting relationship with your customer.

Email marketing is the way to go.

The main objective of having an email list is to collect potential leads so that you have a primed-and-ready audience who want to receive informational emails and promotional messages from you on a regular basis.

Create a couple of informational lead magnets that your subscribers may be interested in. It could be a good idea.

The most effective way to make sure that you are catering to the specific and individual needs of your audience is to segment your email list. That way you can focus on each segment separately and send out information that is valuable to them.

Email list segmentation allows you to truly understand each segment and find out what could make their life better.

Is Email Segmentation Right For Your Business?

Every business requires email marketing campaigns these days.

No matter what kind of business you are running, targeted emails are the best way to reach out to your potential leads and cater to their needs.

Email marketing campaigns not only need to sell products or services to customers, but also need to educate those potential customers on the tools and resources that will make their lives easier.

Email segmentation helps you send targeted emails.

That’s where email marketing segmentation plays a key role. It allows you to identify different sections of people in your list who may have different needs.

How Do You Do Email Segmentation?

Now that you have understood what email marketing segmentation is and how important it is for your digital marketing strategy, let’s get down to the technicalities.

How do you do email segmentation for your subscriber list?

These days, the competition is fierce when it comes to businesses. Customers expect businesses to understand their concerns and cater to them more personally.

It is therefore crucial that you segregate your subscriber list and make your emails more relevant to each customer.

You could do this in multiple ways:

1. Gather information about your customer through a feedback form or questionnaire

This is a great way to reach out to your customers with a customer survey and tell them that you value their opinions and feedback.

Periodically guage customers satisfatory rating via surveys and reporting

Customers want to be heard and they want to know that you are constantly trying to improve your services and serve them better. This will have a gradual effect on your conversion rates.

2. Study subscribers’ behaviour and then personalise your emails accordingly

What are your customers purchasing from you? What blog posts or social media posts really resonate with them? What are their pain points?

When you thoroughly understand your customers’ behaviour, you can customise your emails so that it is more relevant to them.

3. Segment your customers based on geographic location

When you sort out your subscriber list based on their geographic location, you can highly personalise your emails to them so that it targets each area specifically.

Doing so will allow you to send out targeted emails that are region specific.

4. Check out their purchase history

Another effective way of email segmentation is doing so on the basis of their purchase history.

Check out what the customer has bought from you in the recent past so that you can make product recommendations for the future.

If your customer has purchased a clothing item, you can suggest similar clothing items or even accessories that go with the purchased item.

You could also send them a ‘buying guide’ blog post that educates them on which clothing and accessories go together and what pieces of fashion are currently trending.

5. Reach out to abandoned shopping cart owners

Sometimes people fill up their shopping carts with the items they like and then abandon it for various reasons. Maybe they weren’t able to make the payment immediately or maybe they decided not to go ahead with the purchase.

Whatever the reason, it is always good to send a gentle nudge in the form of an abandoned cart email reminder to them. Remind them that they have filled their shopping cart and haven’t completed the purchase.

Everyone is busy, and it could be that the customer got distracted with something and forgot to complete the purchase. These kind of reminders will increase sales, but be careful not to overdo the reminders.

So these are the basics of email segmentation strategy and some ways of how you can incorporate it in your business.

Email segmentation, as we have discussed earlier, is a very good email marketing strategy and increase sales if you do it right.

The key is to identify the different types of customers on your subscriber list, figure out what each customer truly needs, and deliver value to them.

Do you use email segmentation as a part of the digital marketing strategy for your business?

What are the segmentation strategies that work for you?