Email marketing list Segmentation is one of the features that most email marketing tools provide today. Although some email marketing tools require upgrading to access list segmentation feature, others offer it on their free or trial versions. Then as a digital marketer, you may be wondering if email list segmentation is important if you’ve already automated your campaigns. If it’s not important upon automation, then even the software developers wouldn’t have added it. It may not be the heart of your email marketing campaign but probably, if you’re missing it, you’re missing something important.
It’s hard to argue with statistics because it’s known that segmented and personalized emails receive 50% CTR. And beside getting high open rates, every marketer dreams of having s high CTR and conversions. Before you start segmenting your list, you must build an email list and I’ve given you the steps for doing it already. Now, depending on the information you collected while building your list, you can further categorize your audience. Let’s get back to the basics first.
What is Email list segmentation?
- What is Email list segmentation?
- 15 Best Practices for Email List Segmentation
- #7 Segment list based on geographics
List segmentation in email marketing is the process of regrouping email addresses from your master list to fit a specific interest for your campaigns. The small regrouping is called a segment. As much as the personalization of email boosts your open and click-through rates, segmentation also plays a critical role in boosting your CTR, open rates, and conversions.
15 Best Practices for Email List Segmentation
List segmentation is a simple process yet there are tips that make it effective. The following 15 tips will help you in your email marketing campaigns.
#1 Choose the right email marketing software
Several email marketing tools exist in the market but not all offer simple and effective list segmentation process. I recommend the use of software such as GetResponse, ActiveCampaign, AWeber and MailChimp for ease of segmentation. I have written the respective tool reviews which you can check before deciding on the best emailer for your business. It’s important that you consider essential factors before deciding on the best software for your business. For example, I would recommend you to use GetResponse if you’re a small to medium sized eCommerce business.
#2 Keep the process simple
I recommend 1-3 details as sufficient for email list segmentation. Information such as gender is sufficient for list segmentation especially for fashion and clothing niche. You could also consider gender and geographics as the criteria for segmenting your list further. Additionally, gender, age and geographical location of your email users can be useful for segmentation.
There’s genius in simplicity and always keep it simple stupid (Kiss) when segmenting email lit. You can also maintain simplicity in your email campaigns. Listen, you don’t need to use ambigous words that will prompt your audience to look for dictionary definition.
#3 Consistently check user engagements
I know that every new email list may have bounced emails, other recipients will open and click the link while others will never bother to open your emails. These user behaviors play a critical role in list segmentation.
Take an example, recipients who purchased your products may need user guides or manual unlike recipients who never opened the emails. You can consider sending additional personalized emails to those who opened and never clicked to monitor their behaviours.
Through consistently checking the behaviour of your recipients, you can further segment your list. This applies also to our first example of fashion niche. If you intended to send offers for female in your list, you can further segment the list by considering the female who opened and those who never opened the emails.
#4 Start list segmentation early
As your email list continues to grow daily depending with the method you’re using to capture details, you need to start segmenting your list. It’s important to ensure that whenever a new subscriber is added into your master list, you send a welcome email. Subsequently, you need to segment your list to ensure the next emails fit the interests of your subscribers. It’s also important to consider that you should strike the iron while hot. If you have immediate offer for your subscribers, reveal it. But the offer may only fit a certain category of people in your list. This calls for immediate list segmentation and for large organizations, you can assign staff to handle your segmentation related tasks.
#5 Integrate list segmentation and email automation
This strategy still considers user behaviour during segmentation. It’s proven that email automation with proper workflows boosts conversions. The creation of workflows which automatically sends emails depending on user behaviour is indirectly segmentation. For example, if a user clicks on your link and makes purchase, you can automate the next mails to send and guide your customer. Similarly, email list segmentation can be done in such a way that such customers are segmented and an email sent to them. This is where automation and segmentation integrate.
Email automation is a powerful feature that you need for your email marketing campaigns. Some of the segmentation features can be incorporated in the workflows for effective campaigns. In fact, if you’re not automating your email campaigns, you’re overworking yourself. The process has become easy and you can even hire a freelancer at a cheaper price on Fiverr or other reputable platforms.
#6 Capture all necessary details during sign-up proces
It’s easy to segment your email list if the criteria for collecting the email details had the demographics considered. If you’d want to segment your list based on age group, then you must request age or date of birth when building your list. These details should be captured during the sign-up process by your new subscribers. Depending on your business niche, you should add the relevant fields to be filled.
Some subscribers are often skeptical when asked to fill many details. That’s why most digital marketers only look for the email addresses. In case you want to combine your email and SMS marketing campaigns, it’s necessary that your new subscribers give you their phone numbers.
#7 Segment list based on geographics
Research has shown that the best days to send professional emails where you’ll receive high CTR is on Tuesdays and Thursdays. But while it may be late Tuesday in some US states, it could be afternoon in Australia. When you have an email list that captures timezones or nationality of your audience, it’s easy to segment. In fact, some email marketers have applications that automatically captures time zones and countries of those filling the details. If all these details are available, it’s easy to schedule the time and days to send emails to different segments.
The above best practices will help you in your email list segmentation process if you follow them. Whereas all the above tips are esential, some of them may not apply depending on the type of online business that you run.