Segmenting improves email marketing results – Here’s how

Email marketing Segmentation – the undisputed champion of the digital marketing realm, has been used, misused and overused for over a decade now. It is powerful, strong and has the ability to bring in top dollar for every email sent. Since it is so successful, the battleground is your inbox. The competition to get your attention is extreme and only the best survive. Staying relevant, connecting at the right moment and making sense, every time your email goes out are but few of the basic essentials to crack it big in email marketing.

Getting your target audience to notice your emails is an epic struggle. What makes it harder is that every customer has their own set of needs, tastes and demands. We all know it is not possible to cater to all of them, but it is possible to make an effort, and this is what counts. Your email list is central to the success of your campaigns. A good list is not guaranteed to give you solid returns immediately, but if you have a good one, it makes the job a lot easier. You know what else you can do to make your email marketing pop? Segmentation. That sounds easy, but the fact of the matter is, it is not, and when done well, segmentation can be serious business, taking in a lot of time and effort.

Why does segmentation work?

The answer is simple- relevancy. It’s not easy to stay relevant today. You need to connect with your prospects and the best way to do so is to know who in your database is interested in what. This is the key to your future moves. Email List Segmentation gives you the much-needed inspiration to create appropriate email messages that strike a chord with your prospects.

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If email segmentation can give you higher everything, why wouldn’t you use it? Understanding why email segmentation is effective is also as important and knowing what to do. Email marketing takes time to deliver results. For it to work, you need to have your priorities in place. It isn’t easy to send out mails, we know that, so you might as well go all in.

Understand your target market

Your target market needs to be clearly defined. That does not mean you send out emails to everyone who has money to purchase. It means, find the right place, geography, demographic information and then use them to fine tune your list. Selling to the wrong person is so wrong on so many levels. Haven’t we all been on the receiving end of it? Take that experience and run with it!

Data decay

Data decay is a significant factor for your email marketing metrics. Having a highly segmented list allows you to keep them engaged. This decreases unsubscribe, spam and other unnecessary issues. Segmentation based on role, company, designation, title, revenue, city and other such segments allows you to have a clear idea of who belongs where. Once you have these numbers, you can surely customize your email messages accordingly.

 Goal setting

Are you looking for leads? Is it a promotional campaign? Are these resellers, companies or individuals? All of these questions allow you to become a segmentation super hero. You get clear answers to questions that will surely pop up later during the campaign. Persona based segmentation is one of the popular and effective means to segment well. You can do this via the data you have accumulated from past campaigns and also from understanding the buying cycles and behavior of your existing clients.

Some of the common aspects that are taken into consideration while segmenting lists are as follows.

  1. Preferences (likes and dislikes of a prospect)
  2. Demographics and profile of the prospect(age, location, gender)
  3. Psychographics (What are they prone to do and react to?)
  4. Behavior (purchases, opens, clicks, website browsing, etc)

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This gives you a template to start with. You need a lot of data to crack this. Data acquisition is an important aspect here. Where you get your data from, how it is collected and what is done to it to make it good are all key aspects of the formula.

Emails worthy of all the segmentation done

Now, this is also as important as all the segmentation you have done. It’s because, if you are sending crappy copy to highly segmented lists, it beats the purpose doesn’t it? Use all the segmentation benefits you get. Use that information to create copy that nails the prospect interest effectively. Take a segment and see what they like and don’t, create copy accordingly. This is the reason why email segmentation works. The higher open and click rates happen because you connected with them using what they like and want. It’s a natural process and psychologically the appropriate next step for them to take.

Email marketing segmentation can get highly technical and complex. We suggest that there should be limits to how much of it you actually perform. Your best bet is to go about it gradually, and when you can see the results coming in. going in too aggressively because it has shown results does not mean the same for everyone. Each and every email campaign is different from the other. Test your campaigns well. This allows you to know if your segmentation has in fact worked.

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