Email marketing has been evolving since its introduction and nowadays, merely having a targeted email marketing list doesn’t cut it. You also have to divide or segment your email list further to get the desired results and clicks. Segmented email marketing campaigns can get up to 64% more clicks then nonsegmented email campaigns. Yet not a lot of businesses are aware of the importance of segmenting their targeted emails. Most companies are not aware of the concept of segmenting their email lists. This reason is why in this article, we are going to tell you what email segmenting is and how you can segment your targeted email list.
What Is Meant by The Segmentation of Customer and Business Email Lists?
So you have acquired a targeted email list from a reputed marketing database provider such as List Giant or built your own. Not every single prospect in your customer or business email lists has the same communication preferences. This fact is why it is essential to further segment your email list into smaller and even more focused groups. The process of dividing your email lists into focused groups is called email list segmentation and believe it or not it can make or break your email campaign.
Why Segment Your Targeted Email List?
Now that you know what email segmentation is let’s talk about why you need to segment your email lists. Once you buy a targeted email list or build a list from scratch, you are already halfway there. You have a list of email addresses that belong to people that have the potential to become paying customers. Now your goal is to convey your marketing message across to these prospects. Here is how segmenting your email lists can help you reach your prospects effectively.
You can connect with your audience in a better way: When you have a segmented email list, you can customize your email content in a way that would appeal to a particular segment. For example, if you have divided your email list based on age, you can create and send different custom-tailored emails to each age group. When the content is custom-tailored for the prospects, they are far more likely to respond as compared to a generic email.
It allows you to design better email promotions and campaigns: Offers and promotions are a great strategy to adopt when running an email campaign. Not to mention prospects are likely to buy from you if they feel like they are getting a good deal. By having a segmented list of email addresses, you can easily design different offers for your loyal customers, less frequent customers, and the new ones. For example, a loyal customer deserves a more rewarding offer or promotion compared to a prospect. So by creating custom offers for new prospects and old customers, you can retain old customers while attracting new ones.
How Can You Segment Your Targeted Email List?
There are countless criteria for segmenting an email list. Not to mention your email list will already be segmented based on demographics when you buy it or build it up. However, to properly segment your email list, you have to look beyond age, location, religion, and other demographical characteristics of the email prospects. Ideally, you should segment your email address list based on the following criteria.
Buying behavior: By knowing how often or at what time of the month or year a person is most active in purchasing, you can contact them when they are most likely to buy.
Engagement: Segment the email list based on which prospects click on your email and those who engage with the email vs. who show no interest. By doing this, you can identify which client is worth staying in touch with.
Interests: Segmenting email addresses based on interest allows you to create email content that the prospect is likely to find interesting.