As mentioned in last week’s Email Marketing Tuesday, today’s blog post
is all about tips on how to segment your email list to create engaging email marketing and help maximize your email marketing results.
As a Digital Marketing Manager, your email marketing efforts may be one of the top revenue generators. Therefore, you want to try and maximize your email marketing results, and one way to do this is segmentation.
First, let’s define what is segmenting. It means dividing your target market into smaller groups where each group have similarities.
Segmenting is near and dear to my heart, and segmenting a target market is one of my favorite things to do. In segmenting, you learn more about your past, current, and potential customers, which I’ll refer to as your target audience. The more you know about your target audience the easier it is to develop relevant content and create engaging experiences for your target audience.
Not sold on the segmenting idea, consider the following:
- Personally, when I have segmented my email lists, the email marketing efforts received a 25% lift in response rate.
- According to Monetate’s 2013 Intelligent Email Marketing that Drives Conversions, “Segmented email campaigns produce 30% more opens than undifferentiated messages.”
- According to DMA’s 2013 National Client Email Report, “Email marketer estimate 30% of email revenue derives from targeting to specific segments.”
Now, I’m happy to share with you 9 tips on how to segment your email marketing list to make your email marketing efforts more relevant to your email subscribers.
Two Types of Segmenting
- Who they are – segmenting by demographics
- What they’ve done – segmenting by behaviors or transactions
Segmenting by Who They Are aka Demographics:
- Job Title
- Company Size
Segmenting by What They’ve Done:
- Collecting Behavior Data – track browsing and searches on your website that lead to purchases
- Past Transaction History – past transactions can predict what they might purchase in the future
Next, you are probably wondering where do you get all the information you need to segment your lists. You can collect the information you need to segment by:
- Asking for information when you collect an email address on your website
- Ask for additional information during repeat web visits
- When you have an email address, invite them to answer some questions about them
- Data Append Services – you can hire companies to provide demographic information or information about IP addresses
- Keep track of click paths and transactions
Consumers are starting to expect marketers to know about them, so you should consider segmenting and creating personalized marketing messages to engage your target audience and create superior experiences with your brand.
Source: Marketo’s The Definitive Guide to Engaging Email Marketing