Segment And Rule – The Mantra To Win At The Email Game

Segmenting your email list is one of the most acceptable methods to engage with your consumers on an individual level, and it is not difficult to accomplish. To catch people’s attention, you need to provide material that feels tailored to them and not like an intrusive ad.

Continue reading to discover more about email segmentation (for harnessing the true versatility of your Salesforce templates) and the skills you’ll need to succeed:

What Is Email List Segmentation

It is the process of breaking down your contact list into groups based on shared characteristics among individuals. Once your list has been divided, you can quickly and efficiently send customized emails to each section.

You may split your email list multiple times, and a single contact can be in many parts. Shawn from Colorado can be on your Mountain States Region segment, your new subscriber segment, and your high spending budget segment. The messages sent to any of these segments, as well as emails sent to your whole email list, will show up in her inbox.

Why Should Your Email Marketing Lists Be Segmented

Email marketing is your safest bid for directly reaching out to customers, and many marketers still use it as a primary source of ROI. Customers, on the other hand, don’t want to read scripted or impersonal emails, and they don’t want to be spammed either.

While sending individual emails to your whole contact list isn’t an option, email segmentation allows you to personalize content as per your customers’ requirements. It also allows you to personalize content considering their interests while automating your email marketing.

Despite reaching hundreds or even thousands of individuals, you may combine consumers who have similar characteristics and send each group an email that seems customized. Here are some ideas for segmenting your email list so that your consumers receive information tailored to their interests and requirements.

Best Practices For Email Segmentation That You Can Implement Right Away

Considering that every business is distinct, how you segment your email list will be different from how someone else segments theirs. However, to segment your list correctly and efficiently, you’ll need to take care of the following:

  1. First and foremost, you’ll want an email service provider that allows you to segment your mailing list, which almost every tool does provide. You will need to look for the degree of segmentation it provides to make the right choice.
  2. Next, you’ll need a platform that lets you build customized email opt-in forms for certain website visitors and then add them to the proper email segments. 
  3. Finally, you’ll need to build some lead magnets that will allow your website visitors to identify themselves as part of one of your segments.

7 Components Of Building A Winning Segmentation Strategy For Your Email List

Are you prepared to segment your email list? Great! Here are seven email segmentation strategies used by the experts.

#1 Focus On Demographics, Psychographics Above All

Demographics, such as gender, age, employment, language, industry, or geographic region, are some of the simplest methods to segment your email list. You may personalize your copy, offers, and product suggestions for consumers based on their characteristics, making your email more relevant to the recipient. For example, if you have clients in the Netherlands, you might suggest a product that appeals to them more than customers in Germany.

Customers can provide this information when they sign up for your email list or complete a survey in return for a discount or downloadable offer.

#2 Subscribers Who Have Recently Joined Should Be On The Top Of Your Priority List

You could also want to split your list based on how recently a client signed up for your emails. New subscribers are more likely to want to learn more about your organization. It’s a good idea to create an onboarding email series that will pique their interest and keep them engaged. They may have just made a purchase or reacted to an advertisement and wanted to learn more about you before making a transaction.

You’ll need to come up with advanced automation workflows (preferably nested like the ones built on Salesforce) to synergize dynamic list segmentation with dynamic content blocks in the Salesforce templates. When a newbie signs up for your emails, make sure you instantly start leading warming efforts. You may also set up a workflow to automatically delete members from this list after a specific amount of time, depending on the email marketing platform you’re using.

Subscribers Who Have Recently Joined

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#3 Make Tweaks In Your Send Frequency Based On Rate Of Email Engagement

With email marketing, you want to be sure you’re striking the appropriate balance between the number of emails you send and the number of people who receive them. You want to keep your clients interested without bombarding them with emails. Instead of attempting to come up with the ideal phrase for each of your consumers, send them as many emails as they desire.

Segment your list based on email engagement rate; this will help you provide consumers with just the level of communication they desire — no more, no less. If someone opens your emails more frequently, send them more updates and messages. Check-in less frequently with larger discounts and events if someone only opens one email every couple of months.

#4 Gauge And Segment Your Email Efforts Based On Level Of Satisfaction

No firm can attain a 100% customer satisfaction rating, no matter how hard they try. Disgruntled clients may feel irritated and unheard if you send them pleasant, carefree communications. Customers who adore what you’re doing could be concerned if you send them emails with a more serious tone.

Segment your email list into different degrees of approval based on your client satisfaction insights. If a consumer has previously expressed dissatisfaction with you, send an email emphasizing openness and correcting mistakes. If a consumer is undecided, show them what your firm is doing to persuade them to change their minds.

#5 Use Previously Made Purchases As An Indicator

What they’ve bought from you in the past is one of the finest sources of information you have about your consumers. Purchase history may reveal a lot about a customer’s issues, interests, and frequency of purchases. Past purchases are a great method to segment your email list and provide more personalized, targeted messages.

Send out an email offering comparable products to a set of customers who have already purchased particular items. You may also show them goods that solve comparable problems at a similar price range. If they’ve made several purchases, you might want to send them more regular emails to keep them informed about what’s new with your firm. Just as Dollar Shave Club used purchase intent as a segmenting parameter, see if you can come up with similar tricks:

Use Previously Made Purchases As An Indicator

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#6 Try To Create Segments Based On The Basis of Spending Intent

Separating clients with varied budgets is another fantastic method to split your email marketing efforts. If a consumer has a large sum of money to spend, you may want to give them all your firm has to offer. If their budget is tighter, though, you may not want to display your expensive goods.

Look at your clients’ purchase histories and divide them into levels based on their typical purchasing quantities as well. Focus emails on sale events, things that give a great bang for their money, and special discount coupons for consumers who buy one or two lesser ticket items. Establishing the relationship between how much they are willing to spend and where they actually spend will allow you to influence how much they will spend.

#7 Create Separate Segmentation Strategy Based on Their Position in the Funnel

When a new lead initially contacts your firm over email, they should be guided through a sales funnel that will eventually lead to the initial transaction. Your funnel should lead customers from discovery to curiosity to product information to contemplation to purchase stage smoothly and seamlessly. However, depending on where a consumer is in the funnel, you should communicate with them accordingly and create distinct segmentation policies.

Segment your email list according to where your clients are in the sales process and what motivates them the most in that phase. Send them emails that focus on how your goods can address their current problems if they’ve just started looking into them. 

Wrap Up

Email segmentation is a terrific method to make each customer’s email marketing feel more customized. You may meet them where they are and send them the messages they need at the moment. I hope these immediately applicable segmentation strategy components will improve your client experience while also increasing your marketing ROI.