Email list segmentation divides your subscribers into smaller groups based on a set of qualities, allowing you to send more targeted emails.
When it comes to marketing, every organization in the world, from Google to your local bakery, wants the same thing: to be able to deliver the right message to the right person at the right time.
Your subscribers have a wide range of interests, habits, and expectations. Sending out mass messaging to everyone can never suit their demands. Segmentation allows you to divide your audience into smaller groups so that you can give them customized campaigns that are relevant to them.
When you increase the relevancy of your email marketing campaigns, your open rates and click-throughs will skyrocket.
You can use email segmentation to divide your subscriber list into smaller groups based on a set of criteria you select. When you segment your audience, you may tailor your messages to appeal to a more targeted group, increasing engagement as a result.
Differentiation between segments and groups
A segment is a list of subscribers that is defined by a “rule.” When a filter is created and subscribers are only added or withdrawn based on that rule, this can be done. After 15 days, a subscriber will be automatically deleted from the part “Signed up in the last 14 days.”
There is no rule that governs a group. Subscribers can be added and removed according to your personal preferences. Unless you manually relocate a subscriber or automate the process, groups do not get updated automatically.
If you have a large email list, it’s likely full with all kinds of people with diverse interests. Segmentation is vital because it enables you to send an email just to people on your list who care about that email. The finest emails deliver unique material that is relevant to each individual subscriber.
There is no need to send mass emails to everyone. Your open rates and click-throughs will be much improved when you send personalized emails. In fact, studies found that segmented email campaigns had 14.32 percent larger open rates than non-segmented efforts. That is the power of email customization!
Your standard weekly or monthly newsletter is effectively a broadcast to your whole email list. As though you were taking the stage in front of a live audience. Not everyone is paying attention, and certainly not everyone is interested in what you have to say.
Focused email marketing, on the other hand, is like speaking with a single table full of highly engaged prospects and telling them exactly what they want to hear.
Do you have any ideas which strategy is more compelling and will bring in more money? To your direct mailing lists “batch and blast” or Is it targeted at a small group of persons who share similar characteristics?
Focused email marketing is, without a doubt, the way to go. Targeted email marketing is the practice of sending highly personalized and targeted emails to subscribers based on information about them or their behaviors.
Some of the most frequent methods for segmenting your email list include:
- Demographic: Age, gender, education, income, and nationality are used to segment demographics.
- Geographic: segment based on the location of your prospect i.e. geo attributes.
- Psychographic segmentation is based on a person’s interests, beliefs, and way of life.
- Behavioral: segment based on which internet pages they viewed, whether or not they opened emails, their purchasing history, and so on.
In the world of TV shows, groups of people are frequently forced to split up and travel individually for a period of time. It could be to cover more ground, escape danger, or simply set up the segment of the show where Scooby wins a Scooby Snack.
Whatever the reason for the breakup, it can be effective in the fictional TV universe. It can also be quite handy in an email application.
Simply said, email segmentation is the practice of segmenting your email list. This allows you to cover more ground in your email program by sending personalized material to different groups of your email list.
The term ‘targeted’ implies that the email is not sent to everyone at the same time. And by ‘personalized,’ we mean that our marketing communications are based on something that is personally meaningful to them.
The more relevant your email message, the more likely it is that your audience will interact with it in the future. Because no email audience is a monolith, segmenting your email list based on audience factors may assist you in increasing relevance.
Is there anyone who has interacted with a specific vertical on your site? Put them on an email list segment so you can offer them further information about that industry. Have they looked at a variety of products in a specific category? Show them an email with products that are relevant to them. When customers on your email list have purchased your flagship product, move them to a list where you may provide them with a product that perfectly complements it.
If you send too many emails to your list, you risk frightening the more email-averse members of your list into unsubscribing early. However, if you do not send out emails on a regular basis, you may be passing up an opportunity to engage your most devoted readers. Instead, a little segmentation can help you increase your mailing frequency. Determine which of your subscribers is the most active, and then isolate these power users in a subset of your email list. You can then send them more messages without affecting the others of your list. You may also use segmentation to shift the less active portions of your list to a lower mailing frequency. You may even use a re-engagement campaign to persuade them to open your emails again.
The ultimate objective of your email marketing campaign is to increase income. If you send emails that correlate to where your subscribers are in the funnel, you may be more likely to convert them.
First and foremost, congratulations if you’re a publisher who has lately converted a new email subscriber. You now have access to one of the most effective techniques for converting non-paying members into paying subscribers.
Still, you don’t want to force a subscription offer on these new consumers just soon; after all, you’ve only just met. Instead, you can segment your email list based on how engaged they are with your content. They may be more likely to spend if they’ve been familiar with the degree of quality they may expect from your content.
So, how effective is segmentation? Certainly, according to the numbers. More than half of all email ROI (58%) comes from segmented and targeted email campaigns.
Of course, segmenting your email list and sitting back isn’t an option. You must ensure that the appropriate parts of your list are segmented. So, what are a few effective list segmentation strategies?
Level of engagement: People who actively engage with your content will have different appetites for content than those who aren’t as engaged.
Onsite activity (or lack thereof): If a subscriber has viewed a specific type of content on a regular basis, it makes sense to provide them content that matches their preferences. Alternatively, if a subscriber hasn’t completed a specific activity (such as filling up their profile or leaving a review), you can categorize them and encourage them to do so.
Location: Segmenting your list by location allows you to do a lot of geo-targeting.
Purchase history: After a subscriber has made a purchase, demanding that they make another purchase is a waste of time. Point them in the direction of something that will go well with their purchase.
If you’re investing a lot of money on hyper-segmentation but only getting mediocre results, you might want to rethink your strategy. Are you segmenting in the correct order? Does the content of your emails correspond to the segments of your mailing list?
Perhaps a more straightforward method to email list segmentation is best for your target demographic. After all, it’s the same as in the world of television. There are instances when splitting up work is appropriate; other times, working as a team is preferable.
Email metrics: If your subscribers are no longer opening your emails, you can segment them and send a re-engagement campaign to them. Similarly, if they’re opening but not clicking, you might want to consider segmenting them and experimenting with other types of content.
Finally, it’s critical to understand that segmentation isn’t the be-all and end-all of an effective email campaign. Basically, don’t segment your email list only to be able to say you did.
There’s no denying that segmentation can help your email marketing strategy by bringing customers and prospects to your conversion threshold. So start segmenting your lists immediately based on the parameters you want to use, and watch your business grow. And Moosend should be your last stop if you’re seeking for an all-in-one email marketing solution with outstanding segmentation, automation, and reporting capabilities. Begin your risk-free trial today to see for yourself!