Email list segmentation improves deliverability – Here is how it can

As with any industry-email marketing has progressed tremendously over the years. Innovations, changes and upgrades have happened along the way. From being a sender centric medium, now it has evolved into a reader centric one, where the receiver calls the shots. Email marketers who have tasted success will vouch for one thing- reader is king, give them what they want and you will be rewarded in return. Email marketing has evolved into an exact science today. With billions of emails being sent on a daily basis, and spam taking up 55% of the share, it is important to understand the value of customer engagement. Your reputation depends on it.

Email marketing and its evolution

email-marketing-evolution

You may have heard all the hype about new age marketing tactics such as social media and so on. Truth be told, these have never been and most likely will never be of any competition to emails. The reasons are clear and simple.

  1. People open emails almost every day
  2. It is personal and direct
  3. It allows for easier and closed communication
  4. It is easiest to reach a prospect via email than any other medium-including phone

These are compelling reasons for the undisputed Numero Uno status of email marketing. It has only grown from strength to strength over the years. The issues that used to plague email marketers have slowly seen a decline; security has increased making it easier and faster to approach new prospects.

“44% of email recipients made at least one purchase in the last 12 months based on a promotional email.”

Now with the increase in permission based marketing, gone are the days when you could send emails to random addresses and expect and answer. If you do that today, you won’t be able to send any mails at all! This is where it is important to concern ourselves with certain basics of email marketing. Email list segmentation is one such area that can give you immense returns if applied positively.

Email segmentation is an effective strategy that can increase your email open rates by 203%. According to Emarketer, “39% of email marketers, who segment their email lists, see better open rates, and 28% saw better email deliverability and earned more revenue.”

Numbers don’t lie and these numbers tell us one thing clearly- segment or be mediocre. Email segmentation is catching on. 52% of marketers say they have a great need to improve email database segmentation. This is good news, both for email marketers as well as readers. To understand email segmentation, we must first understand why we need segmentation in the first place.

No 2 buyers are the same

The one size fits all type of customer approach never works. Be it B2B or B2C, every buyer is an individual first. They have their own set of likes and dislikes. You may be selling just one product or service, but your seller is not the same one. This should be your guiding principle while undertaking email segmentation.

This where the concept of buyer persona steps in. Some of the most successful email marketers vouch for buyer personas. To go ahead and create buyer personas for your business, you will need a few things in hand.

  1. Past purchase history
  2. Data on their purchasing and browsing history
  3. Demographic information such as company, role, what they read, family and friends, shopping preferences and many more
  4. Anything extra you have collected about them from various data sources

Creating buyer personas allows you to segment and target your prospects, create and utilize personalized emails that achieve higher response rates and increase engagement and brand positivity. When you get your core segments created, you can go ahead and create emails that are specific to the needs of these groups. Data analysis is a huge part of this process. As and when you start sending out campaigns to these specific segments, you will get feedback that will allow you to create more sub-sets. This improves your campaign performance tremendously.

Let us get into the details of each segment and why it is important

Age

Age has become an extremely important factor on the internet today. With the easy accessibility of the internet, it is important to know who is receiving your emails. For this, you need to know which age group you are targeting and then segment them accordingly.

Geography

The internet is a global phenomenon. This has its plus as well as negative points. You cannot be sending emails to someone in Russia about a door step service you provide in Manchester.

Gender

Selling to the right gender; when gender is important to the sales of your product means that it should be a part of your segmentation effort.

You can also design your landing pages based on the gender of the receiver. If you are conservative and feel that a female may buy shoes for her husband, you can do a split design with both in them.

Past purchases

These give you a clear indication of what they like and you can understand from this as to what they dislike too. Brand affinities, size of order, coupons used and so on give you information as to what type of buyer they are. You can create offers that are specific to these results.

56% of people who unsubscribed from a business or nonprofit list did so because the content wasn’t relevant.

Your sales cycle relevancy

People will be at different stages of your sales cycles at different times. This in itself is reason for you to get busy with segmentation. Lead scoring is the best way to go about doing this. Lead scores allow you the benefit of a heads up that guides you through the entire process of segmenting your prospects.

Each lead score should have a specific email campaign set up. These campaigns should be able to move the leads from one score to the other by way of engaging, gaining interest and then going for the sales pitch. If you send a prospect who has just signed up with you for your email campaign a sales pitch, you are not going to see any sort of positive result, and no matter how good the pitch is.

Content topics

This demographic is actually an interesting one. Some people like a type of content more than the others. This should help you in creating relevant content for them. It isn’t easy to crack this segment because content is subjective and not everyone is impressed with content that easily.

Pages they visited

This is a great way to engage your prospects faster. Collect data about the time spent on various pages on your website. If they have viewed a particular product, service, read a description or a content piece, you can send them relevant content pertaining to their interests. This can be extremely effective as it piques interest based on their browsing pattern.

Opt-in forms

You can collect valuable data right at the sign up stage. These questions give you a clear indication of what the prospect is looking for. Use this data to create emails that are specific and to the point of these needs. See engagement sky rocket.

There are many more subsets that you can create with the data that you collect. The technical aspects of segmentation are better left to the type of email marketing software you use. Almost all the big players have easy and diverse methods that help you in identifying various segments and they also allow you to run your own rules when it comes to segmentation.

Why you need email marketing segmentation

 Achieve better results

Now these results are purely based on your parameters. If you are looking for a response, that is a different parameter, click through is another. Whatever may be the end result, segmentation allows you to improve on them dramatically.

Your sender reputation goes up

Truth be told, segmentation decreases a whole lot of negative aspects of email marketing.

You improve relevance, this automatically reduces complaints.

You improve content; this decreases your spam score.

You remove false addresses and have a tighter grasp on the quality of your data. This increases deliverability and decreases hard bounces.

You improve engagement that results in higher click through rates and higher website traffic. These are taken into account by ISPs when collating your sender score.

Jupiter Research reveals that relevant emails drive 18 times more revenue than broadcast emails. 

Email list segmentation improves email marketing results. Deliverability is a significant parameter for any email marketer. If you are struggling with it, take a look into the precise science of segmentation.

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