Are your email campaigns making an impact on your subscribers? If your emails aren't getting opened or read and subscribers aren't taking your desired action, you may be missing out on the secret sauce smart marketers use to get more conversions – email list segmentation.
Not all customers are the same, so why would you send them all the same email? This is why segmenting your email list is so important. Segmenting your email list allows for extra personalization, plus it helps you speak more directly to your customers and give them exactly what they want at exactly the right time. In fact, personalized emails deliver six times higher transaction rates, even though 70 percent of brands fail to use them. So how do you segment your email?
List segmentation might seem complicated, but it's really not. There are few basics you'll need to segment your email list. First and most importantly, you need an email list. Secondly, you'll need an email marketing tool like MailChimp or Constant Contact that allows for list segmentation. Next, we'll get into some great ideas for how to segment your email list.
Get ready to increase your open rates, boost click-through rates and skyrocket conversions. Here's how to segment your email list like a pro.
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1. New subscribers.
Welcome new subscribers with open arms by sending them a warm welcome email. By segmenting your email lists for new subscribers, you're able to start building your relationship with new users right away. Personalized emails let your new subscribers know that you're happy to have them in the club, which will make them feel acknowledged and important.
Your welcome emails could include a brief About Us section to help users get to know you better, or you could even create a welcome email series that walks new subscribers through your best blog posts or tutorials so they're able to easily navigate your website.
2. Ask for their preference.
Another great way to segment your email list is to ask your subscribers what information they're interested in receiving. For example, in your welcome email, you could include a list for subscribers to check off what they want to see from your emails, such as online sales and promotions, information about new products, a rundown of your latest blog posts, or all news and sales.
Asking your subscribers their preferences helps your customers receive the exact information they're looking for. Furthermore, it helps you decrease unsubscribe rates, because you're not annoying subscribers by sending them emails they hate.
Grouping your email list into segments based on demographics further helps you get information into the hands of your customers that's relevant to them. For instance, if you have products for men and for women, segment your emails by gender. If you have a physical sale at one location or are holding an event locally, segment your list by location so your nearby customers will get the offer.
Additionally, if you've created content that will help busy moms make their lives easier, don't send that email to young customers who aren't parents. Segment your email list so your content is viewed by the subscribers who need and want it the most – moms.
4. Look at purchasing behavior.
Paying attention to customers' purchasing behavior and using that information to segment your email list allows you to more effectively cross-sell or upsell. This is a classic strategy that Amazon uses successfully. For instance, when you buy a slow cooker from their site, they'll send you recommendations for slow cooker cookbooks or other related products.
Pay attention to what your customers are buying on your own site so that you can send them email campaigns based on what you already know they like or need, resulting in a higher chance of future sales.
5. Pay attention to inactivity and open rates.
Are subscribers forgetting about you? If your subscribers have been inactive for a while, you can send them an email to remind them of you and provide a gentle prod about the next steps you want them to take. A simple email saying, "Hey, we miss you" with a link back to your website to check out what's new is sometimes all you need to reignite your subscribers' love for you.
And if they've been inactive for a long time, you might want to ask them if they still want to hear from you, or if they'd rather unsubscribe. That way, you'll keep your list fresh with subscribers who are invested in your business.
On the flip side, you could examine which subscribers are the most engaged, who opens your emails most and send them special deals as a reward.
Your subscribers all have their own unique circumstances, interests, preferences, and level of experience with your brand, so make sure to take that into consideration the next time you send out an email marketing campaign. By following these simple tips for segmenting your email list, your emails will no longer sit unread in people's inboxes – they'll be opened, devoured and will convince your subscribers to buy.