We have recently written about the different methods of getting new email subscribers and looking after a mailing list. This time we will show you ten smart ways to segment your mailing list – how to be more targeted and, in turn, achieve better results with your email marketing campaigns.
The location could be one of the most natural ways to narrow down a bigger list. Most likely you have already captured your subscriber’s location – a country, or even a city. Use this information and make your emails more personal by sending customised campaigns to different geographical areas. For example, you can use imagery relating to that specific country or city.
You don’t have to write a different email to every one of your subscribers (otherwise it wouldn’t be any different than using Gmail our Outlook), but you can do personalisation with tags instead.
2. Age Group
Another popular way to segment your mailing list is by age group. Depending on your product or service, you might want to create different email campaigns to try and meet the expectations of the different age groups of your clients or prospects. For example, use a slightly different tone of voice, a different email message, visual elements or even test different email deployment times.
3. Client Type
If you have a bit more detailed database, you can create separate segments to match the information of your business client or prospect. Creating email lists based on your client’s or lead’s seniority in their respective businesses is quite a popular segmentation choice. For example, middle managers and executives could receive a different email than the business decision makers.
You could be focusing on one industry, or you could be promoting your products or services across a variety of them. Why not create targeted email campaigns to address the different sectors more relevantly? Some industries would require a more technical and detailed email, while others might be more engaged with shorter but very visual emails.
5. Subscription Method
We have covered a variety of subscription methods in our previous articles. If you keep this information in your database, why not try and target these subscribers in different ways? For example, you might have gained subscribers throughout an event, then continue talking to these clients or prospects in the same manner. People who have subscribed via downloads or other lead magnets might not necessarily be very engaged, so sending them customised emails to learn about their preferences could also be a good idea.
6. Email Engagement Level
As mentioned before, some of your subscribers might be more engaged than others. Having such information gives you an opportunity to create more relevant emails and try to re-engage the non-engagers, convert the leads into customers, and more. You can create separate mailing list segments according to their engagement level, for example, open rate and click rate. For instance, customise your campaign to try and meet the needs of your subscribers who open your emails, but, never click on the links. These types of mailing list segments are great for A/B testing initiatives.
7. Content Preferences
You are most likely sending a variety of email types, such as your newsletter, a product update, a transactional message, and many others. If you have a preference centre where your subscribers can select the email types, it will make your email segmentation much easier. However, you can also watch for spikes or drops in your subscribers’ engagement when sending out the different types of content and customise your mailing lists and emails manually.
If you run initiatives for subscribers to refer others to your business, you can run separate email campaigns to try and target them. It is an excellent way to get new leads as well as a perfect opportunity to show gratitude to your referrers.
9. Buying Behaviour
Segmenting your list according to your clients’ buying behaviour is a beneficial practice. Narrow down your lists and create different email campaigns to target buyers and non-buyers. Look at their past purchases, purchasing habits or budgets, and even abandoned baskets. All this is information is handy and will help you work on very targeted email marketing messages.
10. Store or Web Clients
If you own a physical shop and operate an e-commerce one too, it could be advantageous to create relevant email list segments. You can promote your products or services more relevantly to meet the different needs of web-only clients, or physical shop visitors. Remember, that there can also be a crossover segment where a part of your clients can be both – buyers from a store as well as be purchasing online.
Relevancy is Expected
Remember, having a healthy mailing list is very important if you are trying to send out successful email marketing campaigns. Don’t send generic emails to everyone – be relevant as much as possible as nowadays everyone expects that. Use the information you have about your subscribers and segment your mailing lists to send out targeted campaigns and optimise your future emails!
Just starting out with segmentation and don’t know how to proceed? Smaily offers more than 1000+ integrations with other apps and services, so you can import all kindls of third party data to make better segmentation decisions easily.
Also, we are the only ESP that provides personal additional services and helps clients develop working solutions for email marketin and everything that’s related. Contact for more information.
Sending an email is easy. Pairing it with a great offer is another thing, and convincing the recipient to actually open the email is where the difficulty lies. In the next blog post we are going to have a look how to improve your Email Marketing Campaigns.
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