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You may have heard all the hype about new-age marketing\ntactics such as social media, influencer marketing, inbound marketing, and others.\nThese have never been and most likely will never be of any competition to\nemails. The reasons are clear and straightforward. <\/p>\n\n\n\n
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- People open emails almost every day<\/li>\n\n\n\n
- It is personal and direct<\/li>\n\n\n\n
- It allows for more comfortable and closed\ncommunication<\/li>\n\n\n\n
- It is easiest to reach a prospect via email than\nany other medium-including phone<\/li>\n<\/ol>\n\n\n\n
These are compelling reasons for the undisputed Numero Uno\nstatus of email marketing. It has only grown from strength to strength over the\nyears. The issues that used to plague email marketers have slowly seen a\ndecline; security has increased, making it easier and faster to approach new\nprospects. <\/p>\n\n\n\n
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\u201c44% of email recipients made at least one purchase in the last 12 months based on a promotional email.\u201d<\/em><\/strong><\/p>\n Convince and Convert<\/cite><\/blockquote>\n\n\n\n
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! <\/p>\n\n\n\n
It is here it is essential to concern ourselves with absolute basics of email marketing. Email list segmentation is one such area that can give you immense returns if applied positively. <\/p>\n\n\n\n
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Email segmentation is an effective strategy that can increase your email open rates by 203%. \u201c39% of email marketers, who segment their email lists, see better open rates, and 28% saw better email deliverability and earned more revenue.\u201d<\/em><\/strong><\/p>\nEmarketer<\/cite><\/blockquote>\n\n\n\n
Numbers don\u2019t lie, and these numbers tell us one thing clearly- segment or are mediocre. Email segmentation is catching on. 52% of marketers say they have a great need to improve email database segmentation. <\/p>\n\n\n\n
It 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. <\/p>\n\n\n\n
No Two Buyers are the Same<\/strong><\/h3>\n\n\n\n
The one size fits all type of customer approach never works.\nBe it B2B or B2C; every buyer is an individual first. They have their own set\nof likes and dislikes. You may be selling just one product or service, but your\nseller is not the same one. It should be your guiding principle while\nundertaking email segmentation. <\/p>\n\n\n\n
The concept of buyer persona becomes of crucial importance. Some of the most successful email marketers vouch for buyer personas. To go ahead and create ideal customer profile<\/a> for your business, you will need a few things in hand.<\/p>\n\n\n\n
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- Past\npurchase history<\/li>\n\n\n\n
- Data on\ntheir purchasing and browsing account<\/li>\n\n\n\n
- Demographic\ninformation such as company, role, what they read, family and friends, shopping\npreferences and many more<\/li>\n\n\n\n
- Anything\nextra you have collected about them from various data sources <\/li>\n<\/ol>\n\n\n\n
Have a buyer persona document. It allows for easy segmentation and target your prospects, create and utilize personalized emails that achieve higher response rates, and increase engagement and brand positivity.<\/p>\n\n\n\n
Moreover, data analysis is a massive part of the process. As and when you start sending out campaigns to these particular segments, you will get feedback that will allow you to create more sub-sets. It improves your campaign performance tremendously.<\/p>\n\n\n\n
Let Us Get Into the Details of Each Segment and Why it is Important<\/strong>.<\/h4>\n\n\n\n
Age<\/strong><\/p>\n\n\n\n
Age has become an essential factor on the internet today.\nWith the easy accessibility of the internet, it is vital to know who is\nreceiving your emails. For this, you need to know which age group you are\ntargeting and then segment them accordingly.<\/p>\n\n\n\n
Geography<\/strong><\/p>\n\n\n\n
The internet is a global phenomenon. It has its plus as well\nas negative points. You cannot be sending emails to someone in Russia about a\ndoorstep service you provide in Manchester. <\/p>\n\n\n\n
Gender<\/strong><\/p>\n\n\n\n
Selling to the right gender; when gender is vital to the sales of your product means that it should be a part of your segmentation effort. <\/p>\n\n\n\n
You can also design your landing pages based on the gender of\nthe receiver. If you are conservative and feel that a female may buy shoes for\nher husband, you can do a split design with both in them. <\/p>\n\n\n\n
Past\npurchases<\/strong><\/p>\n\n\n\n
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 the order, coupons used and various other variables give you information as to what type of buyer they are. You can create offers that are specific to these results.<\/p>\n\n\n\n
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56% of people who unsubscribed from a business or nonprofit list did so because the content wasn\u2019t relevant.<\/em><\/strong><\/p>\nConstant Contact<\/strong><\/cite><\/blockquote>\n\n\n\n
Your sales\ncycle relevancy<\/strong><\/p>\n\n\n\n
People will be at different stages of your sales cycles<\/a> at different times. It in itself is a reason for you to get busy with segmentation. Lead scoring<\/a> 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. <\/p>\n\n\n\n
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. <\/p>\n\n\n\n
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