List segmentation is absolutely key to sending your most
targeted, relevant messaging possible – and it leads to big-time results.
According to eMarketer, 39% of email marketers that practice list segmentation
see better open rates, 28% see lower opt-out and unsubscribe rates, and 24% see
better email deliverability, increased sales leads, and greater revenue.
Since every audience is different, there’s no single,
ultimate way to segment that works for everyone. But here are five quick ideas
for slicing and dicing your audience that have proved effective for many
brands. Use one, some, or all of these ideas to start sending more personalized
messages and boost your success rates in no time!
1. Gather customer data from the get-go.
Want to start segmenting? First, you need to gather some
information about your subscribers! This signup form from Catbird asks for a
lot of info right out the gate. While we don’t normally advocate putting this
many fields on an email signup form, Catbird does a smart thing and only
requires the email address. That way, each new subscriber gets to choose
whether or not they want to share information like their location and birthday
during the signup process. It’s a win-win: They stay happy and in control of
their customer experience, and Catbird gets the opportunity to find out more
about their audience from the very start.
2. Say “Happy Birthday!”
A personalized birthday message is table stakes in the emailmarketing game these days, so if you can get ahold of that data, it’s a great
way to start segmenting your subscribers. This sort of message gives people a
nice, warm-and-fuzzy impression of your brand. Plus, birthday emails can lift
conversion rates by 60% over non-birthday email messages with the same offer
(ClickZ), making them an incredibly effective marketing tactic.
3. Utilize segments that makes sense for YOUR brand.
Here’s a fantastic example of really brand-specific segments.
The marketers at Bob’s Red Mill serve content to their subscribers based on
dietary preferences: in this case, gluten-free versus non-gluten-free. The
special attention to detail makes customers feel incredibly valued and shows
you’re paying attention to their individual needs.
Just how clean is your data? Identify where your data requires attention, allowing you to choose which areas to improve.
4. Segment by location.Get Free Email Append Test from AverickMedia
Another piece of information you can find out pretty easily
– either at signup or early-on in your relationship with subscribers – is their
location! In this email, Madewell provides a map so subscribers know there's a
brick-and-mortar store nearby. That way, they can shop whichever way they
prefer… and are much more likely to buy because of it!
5. Keep the customer lifecycle in mind.
More advanced marketers can segment based on where customers
are in the buying cycle. In this example from the Dallas Symphony, the general
message is the same, but the team used dynamic content so the headers and
special offer would change depending on whether someone was a student, a
non-student, or had already purchased tickets. It’s the ultimate in
personalization, and it truly works – personalized email delivers 6x higher
transaction rates (Experian).
Article From: http://myemma.com/
