Powerful email marketing strategies - Segmentation

To create relevant and engaging email, segmentation is a must in email marketing. Send right content to right person at right time as every customer is unique. Segmentation is necessary to reach customers’ need. Segmenting your send list into groups with similar particulars enables you to tailor make relevant and valuable email content to wow your audience.

Just think of your personal email behavior: you will open email from a familiar sender who tend to send you relevant and compelling email, right? Relevant email content not onlyaugments your sender reputation and thus drives delivery rate and reduces SPAM complaint rate, it also captivates users and induces 8% click rate, compared to untargeted eDM campaign, only 3% click rate is generated on average.

Most importantly, relevant email content grows customer loyalty effectively. Try to take customer’s side now: you want to be understood by your favorite brand. You are treated with respect if your favorite brand knows who you are, what you like and even what you have done recently. Customers will have close relationship with the brand who knows them much which in turn nurtures customer loyalty and brand awareness. This relationship with customers will last stably in long term.

Here are 2 ways of segmentation:

1. Based on demographics
2. Based on users’ behaviors

Demographics 

Demographics are general particulars of users. For example, gender, age, birthday, or job nature. Take boutique as an example, segmenting your subscribers into groups according to gender is very powerful. You can send women clothing and accessories related email to female readers. On the other hand, male subscribers would like to receive email of male stuff rather than information irrelevant to them.

 Users’ behaviors 

It is more advanced to launch eDM campaign basing on users’ behaviors. Users’ behaviors can be tracked according to their open or click history in emails. By grouping users who drive lower open rate and click rate, another series of email can be sent in order to invite their engagement. On the other hand, rewarding highly engaging users grows customer loyalty effectively.

If any shopping cart is being operated, you can even tailor make a targeted email to your subscribers basing on their order or browsing history. Take the above case as an example again. Apart from demographics, you can further segment female subscribers into groups according to their online behaviors. For instance, female readers who tend to browse shoe information or used to make shoes’ order can be segmented into group, say shoe-aholic. Targeted email is much more engaging than untargeted email.

Although segmentation requires much effort, it is a very powerful skill in email marketing. The revenue driven by targeted emails is 18 times more than untargeted emails. 52% of email marketers also believe that they have to put more effort on segmentation. Don’t hesitate to start segmentation and you will lose your customers!

Comment if you still have no ideas on segmentation.

Source:
HubSpot
Marketo