An increase in online content over the past decade has made it increasingly difficult to grab the attention of potential consumers. More recently, several new techniques have been tested for garnering consumers and for standing out amongst the thousands of companies. One of these techniques, in particular, is known as “email list segmentation.” This practice creates highly targeted emails by dividing up a business owner’s contact list into up into smaller groups, or “segments.” The primary purpose behind email list segmentation is to use tailored content to draw consumer interest so that companies can focus their energy and resources to reach an invested audience.
How Email List Segmentation Works?
In order to have successful email list segmentation campaigns, you must follow a few basic steps.
- Get an email provider. Email list segmentation is only possible with the use of the services available through an email service provider.
- Implement page-level targeting. This entails the creation of targeted email opt-in forms on specific pages of your business website, allowing visitors to subscribe to the topics that genuinely interest them.
- Utilize lead magnets. A lead magnet is a valuable offer you make to your customers to entice them to provide their email address for the subscription. Specific magnets will allow your customers to self-organize into each of the predetermined segments.
Once these steps have been established, your email marketing campaign will inevitably yield positive results.
Optimizing Your Email List Segmentation Campaigns
There are many categories under which you can organize your email list segmentation:
- New Subscribers. Targeting customers through welcome emails is a way to introduce new subscribers to other content, such as blogs or other media, and begin growing a relationship.
- Customer Preferences. You can market to customers based on the quantity of content that the customer wishes to receive so that they do not become overwhelmed or disinterested.
- Customer Interests. The subscriber has the agency to choose which content they engage with.
- Customer Locations. These are used when the company hosts events or creates specific deals so that only subscribers that are geographically tagged to those areas are targeted.
- Open Rate (engaged subscribers). This allows companies to decipher customer engagement levels to ensure that email campaigns are not wasted.
- Inactivity (disengaged subscribers). With this metric, you can attempt to re-engage the customer, inquire if they wish to be removed from the mailing list, or decide, yourself, if they should be removed after a certain point of inactivity is reached.
- Shopping Cart Abandonment. This refers to targeting any customer who has not followed through with a purchase to re-engage with them.
- Appointment & Service Reminders. This targets customers who have made scheduled commitments and assists them in following through.
These represent only a few of the numerous possibilities a company can employ for their email lists. The decision of which lists to use is dependent on the content being offered, as well as who comprises the target market. Ultimately, it may be the most beneficial for a company to discover the lists that work best for them through trial and error.
Are you looking to create a deeper connection with your audience? At BlueDot Email, we provide our customers with an all-in-one email marketing platform to help take your business to the next level. Want to find out more? Get in touch today!
Here is another great article on Email List Segmentation Guide!