So, you’re thinking about email marketing but because you’ve done your homework you know that 62% of subscribers don’t actually engage with the content you send out. What do you do? SEGMENT!
This is exactly what it sounds like. Splitting your email list into different groups based on some criteria that you have come up with. You can segment based on where they are in the buying process, what their interests are, whether or not they are existing customers or prospects, etc. You can then create email content targeted directly at a group.
If used correctly, segmentation allows you to create and transmit content that speaks directly to your readers, even when those readers are vastly different. This kind of customer focus can pay off in increased engagement, trust and loyalty.
There are lots of different ways to segment:
Geographically: This is great if you are selling nationally or globally. These segments enable you to target your emails according to local and even seasonal factors. You can also use location to determine whether you will promote local offers.
Industrially: This one is especially valuable for B2B businesses. If you have customers from a range of industries, you’ll want to consider segmenting your list into industry-specific groups. Sending the same marketing message to car dealers and doctors is probably not going to be as effective as separate messages tailored to each.
Historically: You can also use purchase history to guide your segments. This is a great way to send emails promoting products or services that compliment a particular purchase, or stay in contact with previous customers to follow up with further information about the products/services they’ve already purchased.
Remember to start small. If you don’t do any segmentation right now, then the place to begin is by picking the most relevant characteristics for your business and using this to split your audience into two.
Keep in mind that it takes work (surveys, data mining, etc.) to gather the information you need to segment your email list effectively. If you have a relatively uniform audience, then segmenting may not be the best approach. But if you have a broad and diverse readership or your email open rates are dropping, the benefits of email segmentation are well worth considering.