See the growth on your email open rates using segmentation in e-mail marketing
If you just knew someone and suddenly he asked you to marry him, what would you do? You would be annoyed or even angry, right? It goes the same as e-mail receivers. They will be irritated when they do not expect to get your e-mails, but you keep sending them. To avoid this, arrange segmentation in your email marketing.
What does segmentation in email marketing mean?
Marketing is based on data, so you cannot randomly assume whether people, in general, will like your content or product. Just like what you usually specify the audiences on Instagram or Facebook ads, you must do that in your email marketing too. You can use segmentation in email marketing to carefully select the email receivers.
Segmentation in email marketing is a method that email marketers undergo to send specifically targeted emails by dividing the senders into a smaller group or a “segment”.
By using this segmented campaign, you will not send an expensive and advanced package of your products, or you will scare them off by looking at the price. Broadly sending your email to mass is too old-fashioned.
Instead, try to approach your audiences step-by-step based on their characteristics as Hubspot reported that marketers who apply this strategy increase the revenue up to 760%!
Email segmentation strategies
The basic method of listing email segmentation in email marketing is to filter the demographics of your receivers. By knowing their gender, age, job, and birthday, you can select which one will be the potential customer for your particular brand.
Imagine that you have a fashion store for men and women. Then, on an international woman’s day, you want to give special discounts for female customers only. That is what segmentation in email marketing aims to do.
However, how can you know which email address is men’s or women’s? When they sign up, you can add the details about their gender and other information you need. Perhaps you want to send promo code for the birthday girl or boy, you can add the date too and mention that in the sign-up form. Pick the most important metrics to help your business because a complex form will make people lazy to fill in.
If you use Duolingo, you will get an email routinely about your progress in learning a language. Yet, a different type of email marketing will still appear on your inbox when you do not continue the app, right? It reminds you to keep up with the new lessons.
The function of segmentation in email marketing is to divide the subscribers into smaller groups so that you can send the email based on their needs and use different templates. In the example above, Duolingo does the job of sending you the result and tries to reengage with the users who do not seem to continue learning the language.
You can also use this kind of email list segmentation to the subscribers that rarely visit your website to buy something, abandon the wishlist, or open the link on the email.
The example of that kind of essay is “I haven’t seen you for 49 days. You’ve missed some beneficial updates that can increase your business profit” Below that sentences, you can add a call to action (CTA) “Get to know them now”
3. Geographic location
Knowing your subscribers’ location is absolutely beneficial for your business.
- If you have branch stores, direct them to the nearest store from their location.
- You can send the email based on their time zones to meet the prime time when they frequently open emails.
- If the subscribers’ location is far away from your store, you can provide a discount voucher to make them feel less burden of the shipping cost.
- Share the invitation through email if you have an event in a particular location. Ask them to join and tell the date, place, and how they can book the ticket.
Litmus, an email marketing company, employs geolocation to send the Email Design Conference to the targeted email address along with the helpful information to go there. They said they got 68 percent open rate growth for the announcement.
4. Purchase behavior
Segmenting emails based on past purchases is another considerable way to optimize the targeting. You can start by sending them recommendations on similar items they have purchased or a series of those products.
For instance, you sell skincare and make-up products. One of your customers buys a moisturizer of the aloe vera series. After they receive the package, recommend the toner or facial wash under the same series, or other potential needs of skincare routine products such as sunscreen, serum, or micellar water.
Not only you can identify your subscribers from the products, but you can also recommend them based on price range. People who love your high-end products have different tastes hence different ways of persuading people who like affordable products using discounts.
5. Position in your sales funnel
When you develop your sales funnel, you will encounter the AIDA (awareness, interest, desire, and action) concept. After they have gained awareness from your welcome email, you can send them a newsletter to increase their interest in your product.
Next, you move to the “desire” stage by sending them free e-books or resources. If they take action such as adding a product in their basket or even buying the product, keep their loyalty by sending emails that arouse their interest.
6. Personal interests
When you sign up for the Guardian, the British newspaper, you will get some topics about which news will you like to receive. This is how the Guardian directs the readers to the subscription preference. It will save you from the possibility of unsubscribers because the readers pick their own interests and most likely enjoy the email.
Interestingly, it is not limited to the topics they want to get on the emails. Other things you can ask your subscribers are:
- how often they want to get the emails (monthly, weekly, daily)
- what type of email they want to receive (promotions, newsletter, new products)
Now, reflect on the best emails you have received and analyze how you can deliver the same feelings to your readers using segmentation in email marketing.