Stats and figures prove that email segmentation is a best practice for boosting subscriber engagement and getting results from your campaigns. According to Campaign Monitor, marketers have noted a 760% increase in revenue from segmented campaigns. These brands also experience lower unsubscribes and better open rates and click-throughs.
Segmenting your customers into small, specified lists positions you to deliver outstanding content tailored for your reader. Based on their behaviors and the information provided at the initial opt-in, you’ll gain intimate knowledge regarding each of your leads that allow to you share messages that align with their unique goals and interests.
The following outlines some popular categories along with underused ones you can leverage to begin implementing email segmentation in your inbound strategy.
Age — Millennials have different interests and experiences than baby boomers. By targeting age groups, you can share content relevant to where they are in life now or past happenings they can relate to
Location — Segmenting based on their city, state, region or even neighborhood works well in capturing engagement, offering promotions or advertising events in their area
Gender — If you offer various products that appeal to different genders, categorizing your list in this manner can help you adjust your messaging so it resonates with your reader
Preferred Customers — Loyal customers should be rewarded. Repeat buyers are more likely to promote you via word of mouth, sending free referrals your way. In fact, 87% of customers share good experiences with others. (Source: Zendesk)
Content Interest — Different content types cater to different people. While some may prefer reading your recent blog post, others may opt for video. Consider your subscriber’s behavior. Which content topics and types do they lean more towards? Segment your list accordingly to give your recipient more of what they want
Purchase Decisions — Every purchase presents an opportunity to upsell. What are some products or apps that would complement their order? Instead of customers spending the time searching for these products, your email provides a unique service of keeping them aware of additional options that will benefit them and their goals.
Buyer Personas – Having various buyer personas that represent your ideal customers is essential to your content strategy. Because each persona has different needs and value propositions, they’ll require different email content for optimal engagement. How you speak to one persona may not resonate with another. Segmenting your buyer personas will help you remain effective in your email marketing.
Online Engagement – This list segments based on how your lead has interacted with your various marketing channels online. Behaviors typically include website, social, email and blog engagement. By leveraging data collected on user behavior and what prospects have willingly shared on opt-in forms and profiles, you can leverage this information to create deeper lists and truly engage these leads with your email content.
Email segmentation is a big winner in email marketing. Your recipients will feel as if you’re speaking directly to them which helps you create personalized experiences for your fans. Use these categories to start your email segmentation campaign. As a result, you’ll see improved engagement and revenue growth.