Next to it Kelly Forst February 10, 2021
Everything you need to know about segmenting email lists to increase leads, clicks, and subscriber engagement.
Email segments make it easy to sort and filter subscribers into relevant groups and send them relevant content. In fact, this is key if you want to improve your open and click-through rate: Research shows that sending personalized content can cause this. 6x higher conversion rate.
Yet almost 70% of brands doesn’t even scratch the surface of targeting and personalization.
You may not know how to segment your audience. Or you are not sure what type of content to send to them once you have grouped them.
If email segmentation is new to you, we’ll share the details you need to know to get started.
What is segmentation?
Segmentation is the process of dividing your list of subscribers into smaller, organized subgroups based on their interests, behavior, or characteristics. Essentially segmenting an email list is to compile a list and filter and sort subscribers into relevant groups.
There are a million different ways to segment your audience, all of which help you better target your email, which can lead to more openness and click-through rates.
You can segment your list using any subscriber data available to you. But if you’re just starting to segment, you’ll probably want to categorize your master list by at least one of the following data points:
- Demographics (age, hometown, location, job, gender)
- Behavior (purchase history, openings, clicks, web browsing)
- Interests (hobbies, reasons, opinions)
- Entry point (registration form, lead magnet, social media)
- Email preferences (message time and frequency; mobile or PC)
- Skill level (beginner, intermediate, advanced)
- Marketing funnel location (new customer, repeat customer)
For example, if you’re a healthy food blog, you can create segments based on your dietary preferences (e.g., vegetarian, vegan, dairy-free, etc.). To do this, you can ask subscribers to choose an option when they sign up for your list, or link in their welcome email.
If the subscriber chooses “milk-free” as his food preference, he will receive a label indicating this property.
AWeber and other reputable email providers email tags is a label that allows you to organize and categorize your contacts. You can’t talk about segmentation without talking about labels.
In the example below, you can see how to search for and create a “vegan” subscriber segment based on whether they have the “vegan” label.
The benefits of email marketing segmentation
We’ve already shared how segmentation can lead to larger openings and clicks. But did you know that this can also lead to greater engagement with your email campaigns?
Sending targeted content is the best way for subscribers to become associated with your brand. This is because people are more likely to respond to messages that meet their needs and interests.
It can also help you build trust with your subscribers. They are more likely to stay around if you feel that you truly understand them.
In addition, proper targeting will help you increase 3x higher revenue per email. Even if you can send to a smaller group of people than you would without segmentation, you can focus on sending messages to one group of people.
Email segmentation in 7 easy steps
If you’re new to email segments, don’t stress. Learn these 7 easy steps to get started. I’m willing to bet that once you do, you’ll feel much more comfortable segmenting and personalizing your email.
Step 1: Capture the information you need to create segments
Registering subscriber information on the registration form is a great place to start segmenting your email. By asking them questions right away, you can better cope with their needs from the first touch.
Use the drop-down registration form or create a landing page.
Even if you don’t ask subscribers for information about you, you can talk a lot about their interests based on what they signed up for.
In this case, a visitor who gives you their email address to receive a 5-day healthy cooking course is likely to be interested in learning how to cook healthy.
Step 2 Get to know your subscribers by asking questions
To create effective email segments, you must first know your subscribers. The more data you can collect, the better you can target it.
To get started, ask questions in your own time welcome series. Set up automated campaign start whenever a new subscriber joins your list. Add some multiple-choice questions that are easy for readers to click on. Mark subscribers based on their answers. Voila!
Asking a welcome series of questions will allow you to gather the information you need without having to ask too much on the registration form.
Step 3: Create email segments based on your purchasing behavior
Effective email segmentation allows you to sell the customer other products that may interest him. If the subscriber purchased your training manual, please contact them a few days later to say “thank you”. In about a week, send them a list of other similar training guides they may like.
You can also sell. You can offer “bonuses” or “exclusive memberships” at the time of purchase or immediately thereafter. These add-ons increase the average revenue for each sale. The purchase should not be the end of the transaction with the customer – it should be the beginning.
Step 4: Get feedback
Send periodic surveys to your subscribers asking how they like your emails. This will allow you to better understand who your furious fans are – and get feedback from those who are not fully on board.
Or skip the study completely and get a quick temperature control with a sentiment vidin, as below.
Keep track of who clicks on the “happy” image and who on the “angry” face. It tells you a lot about how subscribers react to your messages – and sends relevant messages to both groups.
Step 5: Create targeted segments based on email behavior
Try to segment subscribers by their behavior. This may include things like purchase history or email engagement. Sometimes the best way to get to know your subscribers is through their activities.
Let’s say you want to send similar recipes to a group of subscribers who liked your Avocado Black Bean Brownies. Create a subscriber segment based on whether they clicked on the link in your email.
Step 6: Monitor your results and make changes
Keep an eye out email marketing metrics to evaluate the performance of your emails. Have your open rates or clickthrough rates changed since you started segmentation? How have your subscribers responded? Do you get more or less involvement?
As with most marketing, you won’t know until you try. So experiment with many different segmentation strategies, see what works and adjust what doesn’t.
Step 7: Involve passive subscribers again
Email segmentation is a great way to see who is not interacting with your content. You can segment your subscribers who, for example, haven’t opened an email in six months. Then you can try to get them back by running a re-engagement campaign.
After all, contacting an existing subscriber is a lot less work than adding a new one.
Need more inspiration or advanced email segmentation techniques? Look at them 16 powerful ways to segment your list AWeberis.
Best practices for email segmentation
As with all email addresses, best practices always come into play. It’s always a good idea to test and repeat your campaigns as needed to continually improve them.
The right data allows you to realistically adapt to your segments and send content that subscribers are more likely to respond to. Start gathering information from this first point of contact and always look for ways to learn a little more about your audience.
Do you still have questions about segmentation? Put them in the comments!