The purpose of a great marketing strategy is to connect a business to its customers. Businesses want to be the only one thought of when a person is ready to make a purchase. To do this, personalized marketing messages are needed to draw the person in and make them feel that the business really understands their needs. Doing this may seem tricky at first, but one of the best ways to execute this is with an email drip campaign and email list segmentation.
Email drip campaigns allow businesses to talk directly to customers. This is important as it allows rapport to build between the parties, as well as solidifies the belief that you are a subject matter expert. Personalized messages are an important part of this equation as it helps the recipient connect to the messaging instead of making them feel that it’s spam.
But how do you create personalized emails while still automating an email drip campaign? The answer is to use segmentation and create personalized content that will appeal to each group.
What Is Email List Segmentation?
Email list segmentation means dividing your email list into smaller groups that share similar characteristics. The more specific the group characteristics, the more personalized your messaging can become.
Is It Important to Use Segmentation?
In a nutshell, yes. If you want to get the most out of your email drip campaigns, then you need to use segmentation.
One study found that recipients are 75% more likely to open emails from segmented campaigns than those from non-segmented campaigns. When segmentation makes that big of a difference on your marketing success, it only makes sense to start incorporating it into your own marketing plan.
Another important reason to use email segmentation is to reduce the number of unsubscribes. It was found that segmented emails were 8.9% less likely to get an unsubscribe than those from non-segmented emails. This is because users found the information to be relevant and pertinent to their situation and needs.
Best Practices for Email Segmentation
Now that you know why you need to segment your lists, it’s time to start developing a segmentation strategy. Here are some best practices to help ensure your plan is well executed.
1. Divide Your List into Segments
When dividing your master list into different segments, you can be as general or as specific as needed. If you are just starting out, you can use a simple divide such as those that have made a purchase and those who have not made a purchase.
On the other hand, if you know more information about your subscribers you can break your list into more specific groupings. Common characteristics used to divide lists include age, family status, geographic location, products purchased, and actions taken on your website.
2. Create Personalized Messaging
Now that you know what criteria binds a group together, it’s time to decide what you are going to say. It’s important to remember that 56% of unsubscribes occurred because the content sent by a business was not relevant to them. Therefore, it’s very important to get your messaging right before you start sending it out.
It’s also important to know your audience well. It’s not enough anymore to just know their age range or where they are located. You need to understand their motivations and what levels of service they are expecting. Would discount offers and exclusive invites motivate them, or are their looking for in-depth information about a product or topic? Knowing this level of detail can have a big impact on how the recipient feels about your message.
3. Aim for Continuous Improvement
When starting out with email list segmentation, a good strategy is to start with just a few segments. Its easy to categorize your subscribers and the number of email templates needed is manageable.
But as you continue your business, focus on gathering more information on your customers. You can conduct customer surveys, gather information from your social media comment boards, and use better tracking tools to monitor customer’s activity on your site. All this information will provide more information about who is vising your site and becoming a customer.
Once you have more information, you can decide whether you need to further segment your existing lists. The more specific the criteria is for your segmented group, the more personalized your messaging can be. However, take care not to drill down too far. If you make your segment sizes too small, you will end up writing to many personalized email campaigns, resulting in more work than reward.
Email list segmentation is an important step in a marketing campaign. You want to ensure that you are saying the right thing to the right person at the right time. If you do this correctly, your conversions will increase, thereby increasing your overall bottom line.
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