Email Marketing: it’s a game of numbers, right?
Wrong. Getting those precious signups is obviously important, but it’s what you do with them that counts.
We’ll show you, with these top-secret email segmentation examples, how to stop scatter-gunning and start targeting the right emails to the right people, to make sure you’re never wasting your time (or theirs).
In this article, we’ll cover the email segmentation examples that will teach you how to give your subscribers exactly what they want and why email segmentation is important.
- Why Bother Segmenting Your List?
- Give Them What They Want (and Not What They Don’t)
- Spotting the Clues
- Pulling People Back In
- Choosing the Right Email Platform
Let’s get started!
1. Why Bother Segmenting Your List?
Ever opened a marketing email and thought, “Um, WHY are you sending me this?” Of course, you have… and I’m willing to bet it made you less keen to open the next email you got from that company. On the other hand, when every email you get seems to have been created just for you – speaking to your interests, your needs, your circumstances, etc. – you’re much more likely to make sure you open every email, and to buy something when you do.
That’s what segmenting does. When you’re targeting the right people with the right emails, it makes every one of your customers feel like you “get” them. As a result, your open rates soar and you get a much better return on every email marketing campaign you send out.
2. Give Your Customers What They Want (and Not What They Don’t)
The easiest way to make sure you’re sending your customers things they actually want is to ask them.
Introduce a few extra fields during signup that ask people to pick which of your product lines, departments, services, or areas of expertise they’re interested in hearing about. Ask for their location. If it’s relevant to your business (for example, you sell clothing), it may also be helpful to know their gender, while B2B companies may want to ask for the person’s job type, title or level, and/or the size and industry of the business they work for.
The more information you gather at this stage, the more precise you can be further down the line when tailoring your email campaigns. Don’t go nuts, though, as making the sign-up process too onerous could mean people don’t bother finishing it!
Oh, and make it easy for people to specify how often they want to hear from you. During signup, let them decide whether they want daily/weekly/monthly emails, and include a link in your emails that allows them to change these preferences easily. An irritated subscriber is unlikely to become a customer!
3. Spotting the Clues
It’s not just about what people say, though, it’s also about what they do. Keeping an eye on subscriber and buyer behaviour will help you to keep honing your emails to ensure they’re relevant and engaging.
Here’s one of many email segmentation examples: If you sell adventure sportswear and equipment and a subscriber consistently clicks on links connected to climbing and camping but never diving or surfing, it makes sense to send emails related to the former and take them off your list for the latter. If a subscriber is signed up for weekly emails but only opens around one in five, consider switching them only to a monthly email (or asking them if they’d like you to do this).
Track the things people have looked at repeatedly or nearly bought, too – these are likely to be items they’re on the fence about or can’t afford right now, but would jump at the chance if given a special offer or sale price!
4. Pulling People Back In
While we’re on the subject of buyer behaviour, linking specific actions to automated emails is an extremely effective strategy. In particular, this gives you a way to recover sales or forms that were never completed, by emailing people to remind them that they left things in their cart, didn’t finish entering their information, or so on.
Often it only takes a little nudge or letting someone know that they can go back to where they left off rather than starting the process again, to complete the sale. So much of successful segmentation is matching your emails to the right place in the buyer’s journey!
5. Choosing the Right Email Platform
Of course, to do all this great segmentation stuff, you need to use an email platform that lets you do it! The EmailOut platform offers detailed email segmentation, automation and analytics, so you can test out different approaches and combinations until you get it exactly right. Best of all it’s 100% free to use!